AT THE MARKET - Boyd Specialty Sleep comes to this market with a full hand of bedding introductions as it expands its presence in the specialty sleep arena. The St. Louis-based company is making its first ultra-premium line extension in its Natural Flex collections, is adding two new Lux Aire beds, is introducing a value-based collection designed for use with the company's patented Sleep Metrics retail program, and is offering new lines and additions in its "occasional use" mattress collections. "As a specialty company, we thrive on innovation and on meaningful product developments that help our retail customers differentiate themselves and stay ahead of their competition," said Denny Boyd, president. "For this market, we've developed a wide range of new bedding products and components that reflect our focus on healthy, safe and sustainable processes and materials. Everything we make is designed to improve the quality of people's lives by improving the quality of their sleep." A new four-model, ultra-premium latex bed series in Boyd's Natural Flex collection marks the first extension in that line in a decade. The new beds include Talalay latex cores up to nine inches tall, a natural cashmere quilt and a proprietary natural cotton/rayon cover developed by Boyd. They have the same exclusive tri-zoned and Channel Venting foam layers at the top and base of the mattress as other models in the line, providing superior lumbar support and maximum air circulation, according to the producer. The top layer uses the company's Talalay latex foam while the Foamspring base, made of Boyd's Reflexa support foam, adds durability while enhancing the resiliency and reflex action of the entire mattress, the producer said. In addition, the uppermost latex layers are tri-zoned, using pin-core ventilation. The foams in all of the Natural Flex products are layered to deliver progressive or graduated firmness. The layers are also uniformly "pre-crushed" to provide more lasting, uniform support, the producer said. Boyd will sell the new Natural Flex Ultra beds to select accounts. The beds can be shipped UPS for use on an existing base or can be used with the company's platform frame, foundation or a power base. Retails will be from $1,499 to $2,999. The Original Natural Flex models retail from $399 to $1,299. Boyd also is introducing two patent-pending airbeds with dual chambers for individual sleeping comfort. The beds also have air-cushioned edge supports to prevent perimeter sag. The 12-inch Lux Aire I and the 14-inch Lux Aire II, available in queen and king sizes, have a built-in air pump and come with an ergonomic hand control that adjusts both left and right chambers, as well as the perimeter support chamber. "The airbed clearly has enormous consumer appeal as a $600 million segment of the specialty sleep category," Boyd said. "These Lux Aire models are an excellent quality/value solution for consumers who have a preference for adjustable, air-based comfort and support." The beds are expected to retail from $599 to $799 in queen. Also new from Boyd is a Silver line of value-based specialty beds for use with the company's patented, computer-based Sleep Metrics retail program. The Silver line joins the existing Gold and Platinum collections. The new Silver models, which use high-density foams and latex materials, are expected to retail at $999; the Gold and Platinum collections retail at $1,799 and $2,499 respectively. "We felt it was important to expand our Sleep Metrics offerings to include a more affordable line of premium products," Boyd said. "The new Silver line enables retailers who rely on our selection process in their stores to offer additional, value-oriented specialty options to their customers."