A month ago I speculated
It seems to me that quantifying cooling superiority and competing measurement tools may be the new mattress marketing battleground and that Tempur has at this point stolen the march on Serta. It will be very interesting to see how Serta responds.Now we hear this from David Perry at
Furniture TodayAiming to get a jump on its competition, Serta is introducing a new iComfort line this fall, officials said. Serta is likely to catch the enemy off guard with its surprise timing – mattress launches usually occur in January at the Winter Las Vegas market with new mattress lines being shipped out in time for the northern summer.
This begs the question, what will be Serta’s new line of attack in the Mattress War and will
Alexicool feature as a key weapon?
As noted before, Serta filed a number of new trademarks related to cooling, from September last year.
Coolfeel (relating to the cooling technology component of a mattress) was filed in September, followed by
EvenCool (top of mattress fabric) and
CoolRight (top of mattress fabric) in October. But these trademarks are already being used in Serta’s lower-price mattresses (sub $1000) and appear to refer to fabric blend rather than any PCM application
. Coolfoam (foam in mattress) trademark was filed in February and is yet to feature in promotions. Also in February, Serta filed an
ISERIES trademark for its mattresses, suggesting a potential series of
iComfort mattresses is planned; a
Sertapedic trademark for pet beds was filed in April (yes, there is an
iComfort mattress for pets) and last month
Sleep Specialist and
Soothe trademarks were filed.
Serta launching a new mattress with claims of superior cooling at the Summer Las Vegas Market, ready to hit stores just in time for autumn and winter, seems unlikely. Perhaps the unusual timing indicates that, whatever Serta’s new promotional focus, it won’t be cooling. Or perhaps the new promotional focus is about cooling and the out-of-step timing indicates that Serta has been forced to move fast to try to catch up with Tempur Sealy.
Or is it possible that Serta will surprise with a new angle and promote the role that TempActiv can play in warming, as well as cooling?
https://www.trademarkia.com/company-serta-inc-1095718-page-1-1
