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Furniture

Focus on the value that drives Ashley’s bed success

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LAS VEGAS — Fast-growing Ashley Furniture continues to gain share in the mattress space with a focus on adding value to its retailers, the company says.

Ashley has steadily climbed the mattress rankings in recent years, more than doubling its bedding volume from 2014 to 2017, according to Furniture Today’s Bedding Market Share reports. In doing so, it has risen from #14 on the list of top 15 bedding producers to #8, with growth of nearly 25% in 2017, far outpacing the growth of the top bedding producers.

Brad Rogers, senior vice president of Ashley Sleep and Sierra Sleep, cites a number of reasons for this breakneck growth.

With two bedding brands, Ashley Sleep and Sierra Sleep, Ashley offers a complete bedding solution for its retailers. The company’s comprehensive line of bedding products includes power bases, mattresses and a pillow system, with products marketed at all price points, Rogers said.

Those products can be delivered to retailers, along with Ashley’s entire range of coordinated bedroom furniture and accessories, in one truck and all at once, he said.

The company’s size gives it superior buying power, Rogers noted.

“We can do more for our retailers because Ashley, as the world’s largest manufacturer, has unrivaled and unprecedented buying power,” he said. “We can offer more value in one truck than anything else on the market. With satisfied customers and unbeatable buying power, our retailers succeed in partnering with Ashley.”

Ashley flexed that pricing power last fall when it announced it was slashing prices on its bedding line, releasing new models that would sell for $100 less on Queen than previous models. These price cuts resulted from Ashley’s move toward vertical integration in the mattress business, which allowed it to reduce bedding prices from 10% to 35%, the company said.

Ashley recognizes the importance of retail bedding prices under $1,000, an important part of the industry, Rogers said.

The company is gaining market share in the boxed area, where its Chime boxed program is thriving, officials said.

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“We know that surviving in today’s digital economy means delivering products across all channels, whenever and wherever customers want to buy,” said Rogers. “Our unique compression system allows us to successfully box our mattresses, allowing shipping to online sales or giving consumers the convenience of taking the boxed bed with them in the car. And best of all, our retailers benefit from the need for less warehouse space.”

A customer-focused approach is another key to Ashley’s success, Rogers said.

“We’ve been successful because our commitment is to our retailers, enabling them to truly compete in their local markets while leveraging our efficiencies to lower their cost of operation,” he said. “And our lineup is so complete and diverse that we can meet any need in any market.”

At a time when some bedding companies are reducing service, Ashley is offering more services to its bedding dealers, according to Rogers. He said the company’s dedicated marketing experts provide display strategies, marketing ideas and the ongoing support needed to help retailers grow their businesses.

“We understand the importance of what it means to be face-to-face with the retailer and work with the retail mattress experts,” said Rogers. “We continue to increase the service and support we provide in this area.”

As Ashley’s overall business continues to grow – the company forecasts sales volume close to $6 billion this year – Ashley’s growing bedding business is a key growth driver for the company, officials said. .

Ashley is exhibiting at the Las Vegas Market in spaces B-1460, B-1420 and B-1500.