In this story
IKEA The US hopes that boost his business through the sale of a new bed fleet.
The Swedish furniture maker has launched an updated mattress line with foam, innerspring and hybrid options, with queen-size and smaller mattresses, all priced under $600.
The company said the new line will include features described as “Comfort zones“, which is tailored to a person’s weight, including their physical features such as head, hips and shoulders, Retail Dive was initially told.
Ikea’s efforts to remain competitive in the mattress market are being driven in part by increasing competition from direct-to-consumer (DTC) brands and retail giants like Amazon. (AMZN) And Walmart. Both companies have a large online and physical presence and offer a wide range of mattresses in different price ranges. As more consumers shop online and look for convenient optionsThese retail giants are well positioned to capture a large share of the market.
DTC brands, such as traditional mattress manufacturers, are adapting and moving their operations offline to capture some of that market share. For example, Tempur Sealy (TPX)Dealing with declining sales And regulatory hurdlessaid that the acquisition of Mattress Firm will allow the company to expand its physical retail presence and Connecting with customers.
In addition, Ikea US recently launched a pop-up event in New York City where customers could test new sleep products, including the new mattress line. The event is a Case study for what might work in the market, Tania Moreira, the company’s bedroom division manager, said in a statement.
