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Cover Story Luxury With Integrity


The Diamond Royale Collection by Kingsdown By Gretchen Kast


For over 110 years, Kingsdown Inc. has been a quiet leader with an honest and meaningful approach to premium manufacturing in the bedding industry. Founded in 1904, the employee-owned company boasts a strong reputation for its meticulous testing standards and quality control—offering exceptional service, true transparency and genuine assuredness throughout its extensive portfolio of beds. Backed by science, data- driven technology and made with traditional, handcrafted techniques, Kingsdown’s mattresses are designed to provide real benefits to both retailers and consumers.


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he bedding market has been going through a period of flux recently. Rap- id consolidation among all facets of the industry has driven price points down, forcing many retailers to move away from higher priced mattresses and towards more value-priced options—shifting their focus to simply moving units in order to make a prof- it. As the lower-priced market continues to grow, many retailers are looking for new ways to not only drive business but also dif- ferentiate themselves among the masses. Adding a luxury collection is one way re- tailers are setting their stores apart. Market research shows that since 2011 a major portion of new mattress demands come from premium bedding customers who de- ferred big ticket purchases during the down- turn of the economy from 2008–2011*. “Over the past four or five years, retailers began coming to us with requests for a col- lection that could compete with the other big luxury brands,” explains Kevin Dame- wood, Kingsdown Executive Vice President


of Sales and Marketing. “And we’ve been very good listeners.” Premium mattresses have always been a major part of Kingsdown’s business, but these conversations illuminated what was missing from its portfolio: a “crown jewel” collection that could retail at the upper echelons of the market. So the company set out to develop a high-end product that would truly resonate with consumers. Not satisfied with simply jumping on a band- wagon, Kingsdown took exhaustive mea- sures to “do it right.” The company sought out the very best in local, sustainable ma- terials and components because, as Kings- down Director of Marketing Jacqueline Morton explains, “Luxury without integrity isn’t luxury at all.” After years of hands-on collaboration between its retail partners, material sup- pliers, engineers and craftspeople, Kings- down finally unveiled its masterful Diamond Royale Collection—the ultimate in high-end, American craftsmanship. This sumptuous


*sleepretailer.com/industry/global-mattresses-market-to-reach-24-65-billion-by-2017/ sleepretailer.com 9


collection includes three mattresses, the Sophisticate, Extravagance and Royal Opu- lence. Competitively priced, beds within the Diamond Royale Collection range in retail price from $10,000 to $20,000. Armed with real benefits and an honest selling sto- ry, this handcrafted line-up is designed to help retailers connect with luxury consum- ers—an influential demographic that makes up nearly 15% of all mattress customers. When looking for the right suppliers for this new collection, Kingsdown didn’t need to look any further than its own backyard. In the heart of North Carolina, the company discovered a group of family farmers who shared its commitment to ethical and sus- tainable practices. Raising their sheep in humane conditions and feeding them a diet of natural grains without any steroids or an- tibiotics, these farmers produce high-qual- ity wool using the same care and consid- eration that Kingsdown prioritizes in all of its collections. With these high standards in mind, the company again sought out an-


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