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Comfortaire knows airbeds. They should. After all they are the company that literally created the category over two decades ago. Comfortaire also knows that a properly developed airbed program featuring the right product mix, focused retailer trainer, proper marketing and a dedicated and committed retailer can yield significant benefits to both the retailer and consumers looking for increased sleeping comfort, reduced surface pressure and individual preference.

A few industry critics have observed that air is not always an easy category for independent/bricks and mortar home furnishings, furniture stores and sleep shops to carry and sell. One critic suggested that when customers are looking for something other than innersprings it may be easier for a retail sales associate to steer that specialty sleep customer to a visco-elastic bed or a latex bed and not have to demonstrate and explain a bed that has air cores, hoses, a blower and hand-held controls. Another industry participant noted that many of the traditional innerspring companies jumped into the air category a few years back to take advantage of the momentum created by the nation-wide marketing of the leading manufacturer/retailer airbed company. Some of these innerspring companies have subsequently learned that creating an airbed program is not easy. Their retailers have not been doing a good job of selling air. Some companies have reduced their air activity or basically brought the product to a standstill.

Comfortaire completely agrees with the statement that creating and managing an airbed program is not easy. They’ve spent decades carefully designing and creating excellent products and programs. Pardon the pun, but airbeds are not something to be taken lightly. Nevertheless it would be absolutely wrong to suggest the only way to sell air is direct or through the huge national brand that primarily sells through its own retail stores. A well run airbed program can be operated and managed by independent home furnishings and sleep retail dealers.

Eric Rose vice president of sales and marketing at Comfortaire informs BEDROOM Magazine that the company has placed their top-of-line airbeds the GS 900^™, and GS1100^™ in 400 to 500 retail stores across the US. These premium airbeds range in price from $1999. to $3999. "Our premium box top line featuring Comfortaire’s proprietary 3.5" urethane air core on top of an Omalon^® support foam with a Quiltflex^® topper layer is exactly what discerning consumers are looking for." Rose notes that retailers who are dedicated to solving customers comfort, health and sleep issues are prime candidates for succeeding with a well run air program. Retailers who do not really dedicate themselves to learning the product features and how to demonstrate the real benefits offered by superior air products will not likely succeed with an airbed program. "However hundreds of retailers across the US have brought in our finest engineered air beds. They have decided to do it right, to feature the right products and to train their RSA’s to present and sell air in order to meet the needs of their discerning customers. The retailers who are taking advantage of the Comfortaire line the right way are doing extremely well with their airbed program," says Rose.

Rose also notes that when you compare the Comfortaire product, price point for price point, with the large national brand, Comfortaire offers better features, better performance and an effective "worry-free" warranty program on their GS-models. "Our program is designed to make it work at the retail store level for retailers who are committed to and believe in air sleep," says Rose. "Comfortaire is the obvious choice for retailers; we’ve done it for decades, we’re doing it now, and we’ll be doing it for years to come!

Comfortaire will be showing at the Las Vegas World Market Center, Building 1 A849

www.comfortaire.com