In stark contrast to their earlier take on competitors’ mattresses, Tempurpedic now aims to compete and boost struggling sales with its own adjustable mattress line, Tempur-Choice. This collection will be introduced to the luxury market in Spring 2013 and will offer varying degrees of firmness that can be adjusted with a remote control. The design will allow each partner to personally adjust their side of the bed to the level they desire. Tempur-Choice seems to be following the leads of well-known rivals including a major national brand. While little information has leaked about the new line, people are already seeking mattress reviews and comparisons. Here’s what we know so far.
Tempurpedic’s line will have a tri-zone design with 100 comfort settings and 4-5 inches of their memory foam, but they have not yet gone into detail about the construction of their new mattresses.
Tempurpedic plans to produce mattresses in two lines, the Tempur-Choice Luxe and Tempur-Choice Supreme. These beds vary in mattress profile height (one will have 4″ of memory foam and the other 5″) and will cost $3999 and $3499 respectively for queen size. Both offer numerous settings across three zones for sleeping comfort.
Chambers which can be inflated or deflated are the main component of this style of mattress. Lumbar support and tri-zone settings as offered by Tempur-Pedic provide consumers with the unique ability to adjust portions of the bed for added support.
Tempurpedic is offering shoppers their standard 25-year limited warranty on the new line, although specifics regarding the motors and remotes which are not standard on their other lines should be compared with similar mattresses for value. It seems, from information available so far, a single layer of memory foam is used to cover the bladder, rather than the multi-layer cover found on other brands.
The planned marketing strategy appears to be via the Tempurpedic website as well as their current line of retailers. A short video will introduce the product and how to use it for consumers who need help determining how to inflate or deflate the bed to the desired level of firmness. Another leading brand is also sold in stores and is considered to have the largest share of this mattress market.
Past claims by the company have indicated they would not enter other specialty mattress market. Tempurpedic long proposed that sleeping on “air” was an inferior choice, but now seem to be retracting their own statement by manufacturing just that.
Consumers may wonder whether this is actually because they believe it is better now that they have added it to their line or whether they want to cash in on a burgeoning market. Given the pricing of the new line, the latter seems more plausible. The company also experienced a 58% percent decrease in profit in their fourth-quarter which may explain why they are expanding into a market which they previously denigrated. This followed on the heels of decline over an earlier quarter, which may be in part due to advances by lower priced competitors to their current memory foam mattresses.
Will Tempur-Choice Prove Successful?
Consumers who prefer sleeping on these type of mattresses may want to compare the new line from Tempurpedic Tempur-Choice mattresses with those from other companies line by line. Warranties, including mechanical parts, return policies, comfort zones, remote options and adjustment options should be considered as well as price. With comparable, lower-priced options on the market, the industry will be waiting to see if Tempur-Choice can float on Tempurpedic’s brand name, or if the line will deflate profits further.