Retail Observer

RETAILOBSERVER.COM APRIL 2018 28 that provide a trifecta of comfort, support, and durability from top to bottom." The new iComfort Hybrid collection offers a variety of models ranging in price from $1,299 - $2,999 (MSRP for a standard queen mattress set). In addition to the iComfort Hybrid collection debut, Serta will be showcasing their new simplified adjustable base program, which includes a new Motion Plus ™ model, along with an iComfort Accessories line of pillows and mattress protectors and its already released Serta ® and Serta ® Perfect Sleeper ® Express Mattress-In-a-Box lines. "In an effort to streamline the selling story for our retailers and provide customers with a better, more simplified shopping experience, the iComfort Hybrid collection offers a reduced number of models while still maintaining a wide range of feels from luxuriously plush to extra firm," says Gross. NEW CAMPAIGN FOCUSED ON COMFORT The brand's product launches will also be supported by a new and exciting advertising campaign, "Not just sorta comfortable. Serta comfortable," building on Serta's long-standing delivery of unmatched comfort. The campaign rolled out in February with television and digital support aiming to extend Serta's position as the best-selling U.S. mattress brand, and raising the bar when it comes to comfort through its product offerings and benefits. Serta accepted orders on the new products at market with the goal of having all retailers placed by the end of April. Please visit www.Serta.com for more information. ELECTROLUX INVESTING $500 MILLION IN U.S. PRODUCT INNOVATION AND MANUFACTURING, CONSOLIDATING PRODUCTION Plans include stepping up a strategic initiative to drive profitable growth in North America with new lines of innovative Frigidaire kitchen products and consolidation of freezer production into its Anderson, South Carolina refrigeration facility The announcement entails modernizing and expanding the manufacturing operation in Springfield, Tennessee for approximately $250 million, including a new line of freestanding cooking products. This adds to a previously decided investment of approximately $250 million in a new range of products and manufacturing processes at the Anderson facility. The two investments, in combination with others, will provide a new range of innovative kitchen products tailored for the Frigidaire consumer, delivering consistent, great-tasting results. As a result of the consolidation into Anderson, the company will cease production at its St. Cloud, Minnesota facility. Production is expected to continue through 2019. The company will take a restructuring charge of approximately $75 million (approximately SEK 600 million) in the first quarter of 2018. "We are committed to the Frigidaire brand, our U.S. manufacturing base, and are investing approximately $500 million in our business' growth areas while also simplifying our operations," said Alan Shaw, head of Electrolux Major Appliances North America. "This is a difficult announcement for our Minnesota teammates. We are committed to supporting them and are announcing this two years in advance to provide transition time." Construction in Springfield will begin late 2018 and continue into 2020. The company will modernize the plant and create the opportunity to expand production by adding 400,000 square feet (37,000 m2) for manufacturing capacity. Construction in Anderson was started during 2017 and is expected to be completed in 2019. Electrolux is increasing its level of capital expenditure investments to drive targeted growth over the coming three to four years, particularly in North America and Latin America. Investments will be focused on product development, automation and innovation. As previously announced, total capital expenditure for the company will increase to approximately SEK 6 billion in 2018. The investments in Springfield and Anderson are a part of this plan. Go to www.electroluxgroup.com for more information. SANS HANDS AUTOMATED FAUCET TECHNOLOGY FROM SONOMA FORGE REDEFINES TOUCHLESS HAND WASHING Artfully integrating into today's modern hospitality environments, Sans Hands faucets use electromagnetism to streamline the hand washing process and reduce the spread of disease and bacteria Driven by growing concern over germs and bacteria on rest- room surfaces, more hospitality environments are turning to hands- free, automated faucet technology. With no visible sensors, Sans I N D U S T R Y [ N E W S ]

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