Retailers report value in top-of-bed sales

HIGH POINT — Some of the most valuable real estate in a furniture store is already occupied by beds and bedroom furniture. But that’s not to say that space can’t be sublet.

Retailers who sell top-of-bed elements say that what the duvets, comforters, sheets, pillows and other items add when placed near and on top of display beds generates significant additional sales. It also offers inspiration to consumers and guarantees that the store is on top of all the latest trends through its various soft goods.

Another added benefit is that top-of-bed, when done well, brings customers into the store more often.

“I think our customers shop for new bedding much more frequently than new furniture,” said Karen Peterson, owner of Egg Harbor, Wis.- based Maxwell’s House, who says the store focuses on second-home owners. “But they’re very style-driven, less need-driven.”

Loyal shoppers

A number of retailers interviewed for this article said the high rate of return shoppers is one of the most important reasons for carrying this category. Return customers come in with a reason to buy, which might open the door to additional (read: larger) purchases.

“By being able to help customers complete goals, they will be more likely to become your loyal returning customers that keep coming back as you help them reach their goals in all the other areas of their homes,” said Jennie Towery, accessory buyer for Salt Lake City-based R.C. Willey, part of the Top 100’s Berkshire Hathaway furniture division.

That loyalty can’t be underestimated, said Peterson. “My Bella Notte customers are close to fanatics. I don’t think I’ve ever seen a line with more devotees.”

Gloria Wade, top-of-bed buyer for Clive Daniel Home, said consumers in trendy South Florida are always on the look for the latest trends, which makes carrying more styles a must.

“Our consumer changes linens frequently to keep up with the newest and changing trends, bringing them back into our showrooms many times,” Wade said. “Our goal is to always to inspire with the newest top of bed in our showrooms.”

Saybrook Country Barn, located in another affluent region (Old Saybrook, Conn.), carries plenty of top-of-bed elements to better serve its clientele, said Karen Morissette, bedding, bath and window treatment manager/buyer.

“The customers in our area often have multiple (exceeding three) bedrooms or multiple homes, so repeat business is very high,” she said. “In addition, we have very loyal customers that come back and refresh their rooms or decorate a second home with us over the years.”

By carrying the latest styles in top-of-bed items and using them properly on beds and in vignettes, retailers set themselves up not only as a source to shop, but as a place to inspire.

In-store inspiration

“Top of bed is such an exciting area for the furniture industry,” said Towery. “It helps pull the latest colors and trends though the very brown world of bedroom. Having pieces that can work together and become all that a customer is hoping for makes it all worth it.”

Towery said R.C. Willey made a deeper commitment to top of bed around a year ago and carries product from JLA, Hometex, Hallmart, Beddys, Chooty, Wooded River, Hi- End Accents, Siscovers, Daniel Stuart Studios and AICO.

Morissette said Saybrook Country Barn makes it a point to spend a little extra time on its vignettes in order to captivate customers and help them envision a stylized bed in their homes as they shop for furniture or accessories.

“We have a 40,000-square-foot showroom, and every part of the store contains highly stylized and designed vignettes. Every department from our store is featured in these vignettes; it’s a beautiful store to browse,” she said.

“People often come in and then get inspired. The bedding is featured in every bedroom vignette. This helps to cross promote all departments, from bedding to rugs, to lamps and beyond. Cross promoting and selling is something we do often among the departments.”

One way Saybrook amplifies the impact of its top-of-bed assortment is through mixing and matching elements from different suppliers to create distinct styles. Among its suppliers, it carries Matouk, Sferra, Pine Cone Hill, Brahms Mount, Company C and John Robshaw to name a few.

“Because we have so many bedroom vignettes, we are able to mix and match suppliers so that our displays are not always from one vendor,” Morissette said. “Customers will often request the exact configuration that we show on display.”

Boosting the bottom line

Consider the customer who enters your store with the intent to purchase a new bedroom suite. She’s done her homework, selected your store and knows exactly what she wants. Are you offering top-of-bed items to go along with the brand new bed?

If not, here are a few good reasons why you should.

“Adding top of bed can raise tickets by an average of $700 or so, but the most important part is that the customer can reach that completed designer look that they fell in love with,” said R.C. Willey’s Towery.

For stores that carry high-end furniture, an already good ticket can quickly turn into a great one with top-of-bed elements.

“Our consumer buys as much as $13,000 to $15,000 for their master bedroom,” said Wade when asked how much she’s seen top of bed add to a ticket. “Guest and secondary bedrooms may bring an average of $2,500.”

That experience is somewhat similar at Saybrook Country Barn.

“Average bedding sold in conjunction with another product (mattress, box spring, and bed, etc.) would be around $2,000 to $3,000,” said Morissette. “On the higher end, bedding can reach $5,000 to $6,000 as we also create custom bedding products due to our very skilled group of experienced designers.”

Promote in-store

Vignettes are the most obvious way to draw attention to top of bed, as the duvets, coverlets and other elements tend to stand out on top of a well-made bed. These settings are also great ways to distinguish different styles.

“We are a contemporary focused store, but bedding is usually more transitional for us,” Peterson said. “Coverlets and quilts are always popular.”

Clive Daniel, which has always focused on the category and carries a broad assortment including Ann Gish, Annie Selke Luxe, Pine Cone Hill, Lili Alessandra, Legacy Home, Peacock Alley and Wildcat Territory, showcases its top of bed in a couple of ways, such as lifestyles. Wade said the store’s lifestyle settings include Elegant, Modern, Hamptons, Today’s Home and Studio.

“Our luxury bed linens naturally follow the style and color of each setting within the lifestyle — dressing approximately 50 beds,” she said. “This allows for a tremendous selection with fabrics including washable luscious silks, gorgeous velvets, organic linens and natural cottons.”

Additionally, Wade said Clive Daniel also boasts a boutique with a designated linen specialist.

Using soft goods to create destinations within the store is also the intent of R.C. Willey, says Towery.

“Our top of bed is shown, merchandised on beds, throughout our bedroom department, as well as featured areas throughout the store,” she said. “We use top of bed to help define styles within the bedroom department.”