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COVER STORY


history with a compelling selling story that has been proven to resonate with consumers. The striking three-bed collection offers


both advanced technology and elegant styl- ing at aggressive price points that range from $799 to $999. All models across the collec- tion are made with an impressively high coil count, combining a zoned, encased-coil base construction with an additional micro-en- cased coil layer to deliver superior support. The high-contrast black, silver and white cover treatment lends a high-end feel that is sure to stand out on the retail floor. With a choice of firm, plush or Eurotop comfort and the option of latex or memory foam uphol- stery layers, the 90th Anniversary Collection allows the factories to fine-tune the comfort preferences according to their local markets. The line is supported by a promotional pack- age that includes customizable print advertis- ing, signage, digital media and TV elements, which allow retailers to personalize the in- store marketing according to their needs. Spring Air took a similar approach when developing the new Chattam & Wells Collec- tion. The company had been planning to re- launch the high-end brand for many years–in part because of retailer and consumer re- quests from the West Coast, where the orig- inal brand iteration first made a major impact in the late 90s. Rather than rushing the pro- cess, the company took its time rounding out the rest of its portfolio and doing extensive research on the “new luxury customer.” Gathering inspiration from global fashion leaders and lifestyle brands, Spring Air and its California licensee spearheaded the develop- ment of a high-end look that speaks to afflu- ent female consumers: rich upholstery fabrics in a color palette that brings together muted taupe, gray, silver and ivory. At the foot of each bed is a label made from brushed steel that in- corporates a crown design that was part of the brand’s original logo. The overall impression is that of fine contemporary furniture. Touted as “the best of the best,” the new Chattam & Wells Collection features every


10 Sleep Retailer / Spring 2016


luxury amenity—including quality materials, a stylish look and personalized touches— at a price point that starts at $2,000. The five-model line-up features multiple coil de- signs and incorporates a variety of natural materials, including latex, thick Joma wool and cotton fabrics. The quilted top panel fea- tures elegant button tufting, while the foun- dations are made from heavy-duty, 18-slat wood designs for added support and dura- bility. Every aspect of the construction is held to an uncompromising standard, ensuring unsurpassed quality and craftsmanship both inside and out.


Spring Air is further enhancing Chattam &


Wells’ position as a luxury product by adding stylish detailing to its delivery program. Every mattress is delivered in a gray muslin bag and


comes with a personalized “Welcome Kit” that is imprinted with the brand’s crown design. The kit contains a personal note signed by the mattress’ craftsperson, a lavender sachet and suggestions on how to convert the bed- room into a true sleep haven. “These details play to the way unique, up- per-end products are being sold in other in- dustries,” Robinson says. “We’re even working on expanding the program to include more features that focus on how to enhance the in-home experience with Chattam & Wells.” The company has been very excited by the response to Chattam & Wells, as orders and placements are already starting to roll in. “It’s exceeded our expectations since the re-launch in January,” Robinson explains. “There has been major interest across the


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