BrandSource Turns Exhibitor at Winter Furniture Market

BrandSource’s private-label YouSleep line gives members a competitive weapon in the bed-in-a-box stakes.

By Alan Wolf, AVB

BrandSource has long been a regular retail attendee at the furniture industry’s big Winter Market in January.  

But this time around, the group will be donning dual badges at the Las Vegas show: buyer and exhibitor.

Indeed, come Jan. 26-30, 2020, BrandSource will be taking up residence in showroom A920 of the World Market Center complex, where Vice President of Home Furnishings Mike Allen and his successor, Director of Furniture Seth Weisblatt, will tout the group’s offerings from Sealy’s Carrington Chase collection of tight top, Eurotop and pillowtop mattresses.

Related: Mike Allen to Retire in January

What’s more, Sealy will share space with BrandSource’s own private-label bed-in-a-box line. Dubbed YouSleep, the exclusive, made-in-America program was developed with California’s Diamond Mattress as a competitive answer to eCommerce competitors. The hand-crafted collection is offered in three price tiers: a hybrid, a pillowtop and a Eurotop, and, as Allen noted, “What makes us a little different is that the starting price point is a hybrid mattress, rather than foam.”

Another point of differentiation, at the other end of the price spectrum, is “what we incorporate into the luxury product,” Allen said. “It’s priced several hundred dollars lower than online competitors with the equivalent features,” including copper gel foam and cooling fabric, creating a value proposition for BrandSource members.

The program is supported by free nationwide shipping, free returns and exchanges, and a dedicated microsite that members can incorporate into their own websites. What’s more, BrandSource will soon be complimenting the collection with accessory packs including mattress protectors, sheets and pillows to further fluff up margins.

But the showroom won’t be the only Winter Market real estate that BrandSource will occupy: On Sunday, Jan. 26, the group will host a farewell soiree for Allen at the Loft above Cabo Wabo. The send-off will mark Allen’s formal retirement from AVB that week following 24 years of service, and his hand-off of the BrandSource furniture reins to Weisblatt.

YSN is published by BrandSource parent company AVB Inc.