by HIGH POINT — Returning to High Point Market for a second time following its first showing in the fall of last year, Customatic Sleep Technologies aims to show the industry what it can do.
The name change, which adds the word “sleep” to the company’s title, is one way the brand is helping define what kind of technology they offer, according to B2B Operations Manager Jillian McCarty.
“We have historically been known as an adjustable bed manufacturer, but we’re so much more than that,” she said. “We have wonderful specialty sleep products, but now we’ve jumped into mattresses and pillows and expanded our collection and our offerings. That’s why it’s important that we present ourselves properly and make sure people know who we are right off the bat.”
McCarty credits the idea to her father and company CEO Phil McCarty, who pushed heavily to add the name sleep because at the end of the day, Customatic isn’t a technology company; it’s a sleep company that sees the benefit of technology.
Bill Bush, chief commercial officer at Customatic, says the past High Point Market was a great experience and that he’s looking forward to this year because it takes a few markets to get things moving.
“We expect this coming market to be even better than our first showing last fall,” he said before the show. “We share a showroom space with eMoMo and partner with them on a lot of our technology. Working together makes sense, because with it being mainly their space we can start to see how a lot of the things we work on together have applications. We’re bullish on the April show, and have put lot of good work into it.”
The company has several of its innovative products on display, but what Bush is constantly evolving is the branding elements, point of sale, in-store experience and other things that are around the product.
“We’re putting an immense amount of time and energy into the experience for the target consumer when they visit the store or potentially buy online,” Bush said. “A new announcement is that we’ll be launching an in-home delivery option for consumers. A lot of our retailers are interested in bringing our Independence bed to their website and selling it digitally, but it’s a big, bulky product, so we solved that. The white-glove national delivery service, at a standard price for our retail partner, has been vetted by our company. They are experienced in dealing with these types of products.”
The Independence sleep system rotates 90 degrees and lifts the user up into a standing position. The bed’s premium memory foam mattress contours to the body, and for those with impaired mobility or other physical challenges, the company says this unique product is a solution to help reclaim independence.
Also on display in High Point:
- The company’s DreamSense mattresses come in different profiles from 8 inches to 13 inches with both memory foam and hybrid options. Features include SnoreSense compatibility, massage, under-bed lighting and head tilt. The pillow lineup includes AirPure memory foam with charcoal which, because of its porous structure and absorption power, creates improved airflow within each pillow. The company offers a full suite of consumer-facing interactive displays and point-of-sale materials.
- The company has introduced split-head products in king and queen sizes. Bush says the primary difference as far as the split-head design is that it’s offered at an obtainable price point. “We’re offered great value on a premium product, which is one of the calling cards of our brand,” Bush said.
- The DreamTemp Opus offers a variety of features including lumbar support, head tilt, USB-A / USB-C and Vibrasense massage with zen mode, creating sound-wave vibrations within the base to move through the mattress.
- A Hi-Lo accessory to be used as an add-on to any one of Customatic’s adjustable bases. At less than 6 inches thick, this platform-ready component can be added underneath an adjustable base, without legs, to raise over 14 inches and then lower. It can lift 1,000 pounds and has the ability to tilt 8 degrees forward to combat acid reflux as well as backward for spinal decompression and improved circulation.
Bush adds that physically getting a product in front of people as much as possible, especially being in the business of creating sleep solutions, helps shape the final products.
“Sometimes ideas can be a little bit out of the box, or maybe they’re a little ahead of their time,” he says. “Being able to get in front of as many eyes as possible and receive feedback on our products is super powerful and important.”
Customatic’s High Point showroom is on the second floor of 120 S. Main St.
