Main Menu
Home
In the News
Special Contributors
Special Report - Bedding
Sponsors
Events Calendar
Classifieds
Advertising
Contact HGO
Home
follow-on-twitter
Merchandiser Winter 2015
Merchandiser Fall 2014
2014 Product Guide
Research Store

Canada Counts
CanadaCounts-Badge-Sept2012.fw
A survey of Canadian buying intentions.
Purchase Report

 

Syndicate
Caber ends partnership with Protect-A-Bed, launches new coverings strategy PDF Print E-mail
Written by Michael J. Knell   
MARKHAM, Ontario (09 January 2012) - Caber Sure Fit has ended its ten-year partnership with Protect-A-Bed and will embark on a new ‘coverings' strategy at the Canadian Home Furnishings Market (TCHFM) this coming weekend, when it will introduce its DreamSerene line of mattress and pillow encasements to retailers.

Expected to ship by spring 2012, Caber said DreamSerene is the result of a $1 million investment and research program and was created not only with the consumers' needs in mind, but with their input.

In addition to providing protection against wear and tear, allergens and bed bugs while promoting rest and rejuvenation, the new line will feature tiered product categories - labeled ‘value', ‘good', ‘better' and ‘best' - to provide the customer the specifics benefits they are looking for.

The program will also provide training and resource materials - including a comprehensive product guide - to retailers taking part in the program.

Image
Bernard Weinstein
"It has always been our goal to bring a mattress protection line to market that benefits both our vendor and consumer clientele," Bernard Weinstein, Caber Sure Fit's president and chief executive officer said in a statement. "This new DreamSerene line will give retailers the tools they need to enhance customer service and allow consumers to choose from a greater variety of products."

Weinstein said DreamSerene encasements have a variety of features including bed bug barriers that are 100% bite proof; allergy shields to guard against dust mites and other microscopic allergens; waterproofing; and, antimicrobial protection that should kill 99.9% of those bacteria commonly found in beds.

The company also said the line has received Health Canada's ‘Class 1 Medical Devise' classification. All DreamSerene products are machine washable and come with warranty protection.

"We have conducted extensive market research and enforced scrupulous testing to ensure that this new line of products exceeds everyone's expectations," says Weinstein. "These latest developments are an opportunity for us to put our stamp on mattress protection and further demonstrate that we're dedicated to enhancing their lives."

Image
Caber Sure Fit's logo for its DreamSerene program, set for launch at TCHFM 2012.

In an interview with Home Goods Online, Weinstein said the split from Protect-A-Bed was amicable and the result of Caber's changing priorities after the acquisition of Sure Fit in early 2010. "We reached a stage where were our vision changed and we want to do more than be a distributor," he said.

Although many think them out of fashion, slip covers for upholstery seem to be making a resurgence. For example, in addition a line of traditional covers for sofas, loveseats, recliners, dining chairs and other seats, Caber Sure Fit is currently marketing a pet-friendly cover for most upholstery pieces.

"Our new tag line is ‘covering what matters'," Weinstein said, pointing out that regardless of the specific product involved, Caber wants to add functionality and colour to the idea of protection.

"When it comes to protection, we want to be all things to all people," he continued. "We are adding a new dimension to the slip cover and TCHFM will be our coming out party."

Weinstein said he expects the transition to the new brand to be seamless and doesn't anticipate any service disruptions to the company's existing retail network.

During TCHFM 2012, Caber Sure Fit will be located in space 5006 in Hall 5 of the International Centre.

<Previous   Next>
Banner
Other News
BWA sponsors High Point exhibit
HANOVER, Ontario (24 April 2015) - Four members of the Bluewater Wood Alliance will share showroom space at the upcoming High Point Market as part of the group's efforts to expand export market opportunities for wood furniture and furnishings producers in this region of Ontario.
Read more...
Jordanna Caine joins Springwall
MONCTON (13 April 2015) - Bedding retail veteran Jordanna Caine has joined Springwall Sleep Products as national contract sales manager, a new position for the privately-held mattress manufacturer.
Read more...
Housing starts climb in March
OTTAWA (13 April 2015) - The trend measure of housing starts across the country was 179,016 units in March, down slightly from 180,236, according to the latest figures from Canada Mortgage & Housing Corporation (CMHC). However, actual starts in March were up 27.7% on a year-over-year basis, which the majority of industry observers attributed to weather-related setbacks during the first two months of the year.
Read more...
MIFF sales reach US$865 million
KUALA LUMPUR, (08 April 2015) - The organisers of the Malaysian International Furniture Fair (MIFF) said the five-day event rang up sales of US$865 million, the second highest sales level it has recorded to date.
Read more...
Banner

 

 .

Banner

Please, update your HGO profile

BRIGHTON, Ontario – To improve the efficiency of our newsletter delivery service and to bring ourselves in alignment with current Canadian legislation, we need our loyal readers to update their profiles.

If you’re in big ticket home goods, you can’t be without Home Goods Online – the only business-to-business news and information service for those working in Canada’s furniture, mattress, major appliance and consumer electronics industries.

Update Your Profile Now
Picture of the Day
Crate-Designs-Brant

Three members of the Bluewater Wood Alliance will exhibit for the first time at this week's High Point Market. Crate Designs will show its Brant collection of youth furniture. Made from Southern Yellow Pine, this 10-piece group features space saving beds, dressers and night table as well as a desk and chair set.The top of each case piece is made from the same material as kitchen countertops, making them durable and easy-to-clean. Click here to read our report. 


 

 

Banner
 
Banner
Banner
Donald Cooper
My Turn!
HGO Merchandiser
Banner
Upcoming Events
There are no upcoming events within the search range currently scheduled.
View Full Calendar