MATTRESS
Classic Brands Showcases Competitively Priced Latex Line-Up By Gretchen Kast
Classic Brands is heading to the spring High Point Market with the debut of a new three- bed line-up of promotionally priced latex mattresses. Made from globally sourced Talalay latex, the company’s new Urban Loft Balance Collection will feature some of the industry’s most competitively priced latex mattresses. The new Urban Loft Balance line-up will
offer a good-better-best story with each of the 10-inch beds available in firm, plush or ultra-plush designs. Designed to offer a bal- ance of comfort and support, Urban Loft Bal- ance features Talalay latex, which creates a naturally buoyant surface.
“We searched globally to find Talalay latex at a high quality to meet our discerning stan- dards at a competitive price,” said Michael Zip- pelli, president and CEO of Classic Brands. “By combining the price with the high volume of product we buy, we have been able to sharpen the price. This collection will definitely shakeup the Talalay latex mattress category.” Talalay latex is hypo-allergenic, offers significant temperature control, is free of harmful toxins and provides a pressure-re- lieving sleep surface. Considered by latex manufacturers a premium material, Talalay latex beds have been unattainable for some consumers due to price.
“Other mattresses crafted with Talalay
latex carry a much higher ticket, putting top-of-the-line latex beds out of reach for many consumers,” Zippelli continued. “We’re changing that with Urban Loft Bal- ance. I’d put these beds up against any in the marketplace for their high quality and extreme comfort.” Urban Loft Balance joins Classic Brands’
Urban Loft family of mattresses that in- clude Urban Loft Hybrid and Urban Loft Specialty, which encompasses the com- pany’s bed-in-a-box program for its brick- and-mortar retail partners. Visit
ClassicMattress.com
Gold Bond Unveils New Program For Brick-And-Mortar Merchants
By Brooke S. Pisarsky Gold Bond is rolling out a new program for its brick-and-mortar retailers to make them more competitive against the growing bed- in-a-box trend. The new merchandising strategy provides a strong assortment of quality, made-in-the-USA mattresses priced under $1,000, along with marketing support that allows local retailers to go head-to- head with Internet dealers. Gold Bond’s assortment of products gives brick-and- mortar retailers a competitive advantage with a powerful lineup of quality mattresses, face-to-face service for consumers and an overall much better retail experience. Gold Bond President Robert Naboi-
check said he’s committed to pushing back against the swelling tide of poorly-made products. To help its retail partners fight back, Gold Bond is committed to designing
and manufacturing well made, supportive mattresses using quality materials. “With internet return rates hovering around
30 percent, it’s clear that consumers aren’t hap- py with the bed-in-a-box product in the market- place,” said Naboicheck. “There’s a real opportu- nity for traditional retailers to move in and fill the void, and they can do this by selling better qual- ity goods in the $600 to $1,000 price range and by employing better trained RSAs.” Gold Bond has a variety of products that provide retailers quality choices within this targeted price range. The company’s pop- ular S-Series is priced to retail from $599 to $799 in queen, and offers an open-cell structure that delivers active air technology for a cooler, dryer, more comfortable sleep. Gold Bond also has an extensive selection of two-sided mattress offerings in the Chelsea Collection with retail price points from $499 to $799, in a variety of comfort preferences.
Naboicheck points out that comfort and feel are subjective when it comes to mattresses, and people need to lie down on mattresses before buying. “The media and the industry embrace anything that’s hot, but this train is heading for a head-on collision because consumer dissatis- faction is growing,” he predicted. Five years ago, Naboicheck took a stand, denouncing the industry trend of lowering the quality of materials used in mattresses to keep costs down, and his current viewpoint on the bed-in-a-box craze is similar. “Today’s trend is to take a piece of foam, put it in a box and call it a mattress,” he noted. “At Gold Bond, we’re going all guns blazing to support our brick-and-mortar retailers with well-made, quality mattresses that provide them a strong margin. We are working dili- gently to protect our retail base against en- croachment of online bedding sales.” Visit
goldbondmattress.com
sleepretailer.com 31
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