How to attract new shoppers and build incremental bedding sales
Grocery stores that sell organic produce alongside core produce selections are an excellent model for selling
organic
mattresses.
Around 1970, I helped start the first organic food co-op in the basement of a church down the street from the
main
entrance to Ohio State University. At the time, organic food wasn’t available anywhere else. Over the years,
more food
stores started carrying organic foods, and today, specialty food stores and most supermarkets carry lots of
organic
products. My similar involvement in the introduction of organic mattresses came about 20 years ago. It was also
a small
niche market that has grown due to a steady increase in consumer interest regarding all things organic. That has
fostered the growth of our branded Naturepedic retail stores and our wholesale business. Within a few more
years, it’s
my view that the large majority of furniture and bedding retailers who want to provide what the public wants
will devote
floor space and marketing dollars to organic mattresses and bedding.
Mixing Core Lines With Organic
Some retailers have questioned the effect of showcasing their current bedding lines alongside organic options.
The
answer is that, of course, they can and should. When people walk into most supermarkets, they purchase typical
mass-market items, including processed and less nutritious options. There are also choices for people who prefer
to buy
certified organic options for various personal reasons, including:
Health Consciousness: There has been a steady increase in health-conscious shoppers as people
have become aware of
potential risks associated with conventional products. For example, flame retardants are used in products from
clothing
to electronics to conventional mattresses
Environmental Awareness: The global push for environmental sustainability has led many
consumers to seek responsibly
sourced and manufactured products. This isn’t just a trend – it’s a movement supported by mounting evidence of
climate
change and the environmental impact of industrial practices.
Officially Organic
What does a mattress need to be officially organic? According to the USDA National Organic Program, an organic
mattress
is certified to the Global Organic Textile Standard (GOTS). The GOTS standard is a voluntary certification
program that
categorizes each mattress component into one of two categories.
-
The main component is fibers. Depending on which GOTS standard for fibers a mattress is certified, it can
be at least
95% or 70% organic fibers. Organic fibers generally include organic cotton fabrics, organic cotton fill,
and organic
wool.
-
The second component category is known as “Accessories.” It includes non-organic mattress components that
comply with
GOTS rules. These are mostly structural and functional components such as approved latex, steel coils,
and other items
deemed to be non-toxic.
Manufacturers must engage and work with a GOTS-approved certifier to get a product certified organic to ensure
material
and component compliance. This certifier inspects the mattress factory and reviews the various GOTS transaction
certificates suppliers provide to verify the chain of custody to ensure no cheating occurs.
A claim that a product is organic may be challenged if there is no accompanying standard to which the product is
certified. Therefore, it is in the best interest of retailers to only sell products whose claims are verifiable.
Other relevant certification programs can make it easier for consumers to identify and trust organic products
sold at
retail. These include the Global Organic Latex Standard (GOLS), Forest Stewardship Council (FSC), Organic
Content
Standard (OCS – Textile Exchange), MADE SAFE, GREENGUARD (Gold), and the EWG Verified mattress standard
introduced
earlier this year. Many health-conscious consumers are already aware of EWG Verified through guides and an app
published
by the Environmental Working Group (EWG), which consumers use to learn more about skincare, personal care, and
household
products.
Conclusion
This has been a challenging year for bedding sales and retailers have built traffic by expanding into product
categories
traditionally served by specialty retailers. One that comes to mind is outdoor furniture. Another is organic
bedding.
With proper marketing and training, incremental traffic and profits can be realized.
Best practices include offering a variety of models and allowing customers to choose based on their preferences
and
budget. This helps integrate organic mattresses alongside regular products without making direct comparisons.