MATTRESS
Diamond Mattress Launches New Reflections Mattress And Emphasizes Custom Solutions By Elaina Hundley
Diamond Mattress is heading to the summer Las Vegas Market with the debut of new, solution-focused sleep products. A vertically integrated manufacturer with 72 years’ ex- perience, Diamond produces a wide range of bedding products that enable retailers to fill inventory gaps and achieve higher margins. At the summer market, the company will also introduce a new multi-dimensional strategy designed to help retailers create a more im- pactful consumer experience.
Diamond is introducing its new Reflections mattress collection at the summer market. Available in both a hybrid and all-foam version, the line is made with graphene memory foam technology to deliver more advanced tempera- ture regulation. In addition to providing superior border support with edge-to-edge pocketed coils, the Reflections Hybrid Cooling model utilizes a quilted, conductive cool-to-the-touch fabric to draw heat away from the body. The Reflections All-Foam model is also encased in an active cooling textile to consistently regulate temperature—and features layers of graphene memory foam and gel memory foam around a high-density core. Both models retail for $1,199, ship nationwide to retailers and can be drop-shipped directly to the customer’s home. “Our product innovation is focused on com- fort and temperature regulation, which is a ma-
jor piece of the sleep wellness puzzle,” said Di- amond Mattress President, Shaun Pennington. “We’ve developed one of the most advanced temperature regulating materials available in the industry. We don’t use the topical appli- cations used by many of our competitors. Our climate control technology is integrated into the fabric, comfort and support layers. It does not require excessive explanation or a ‘leap of faith.’ Your RSAs and customers will feel the differences the second they lie down.” Diamond will also spotlight a broader product assortment and a new custom design program at market. The company has experienced tre- mendous growth this year with new custom solutions for its retail partners. In particular, the brand has seen increased demand in the per- formance sleep category, priced from $799 to $1,499 at retail, and the affordable luxury cate- gory, priced between $1,299 and $1,999. “The reality is that retail is more challenging and unpredictable than ever, and everyone is facing pain points. Over-saturated and com- moditized merchandising make it difficult for retailers to maintain margins and a competi- tive advantage,” said Steve Anderson, Vice President of Business Development. “Many of the top retailers in the country seeking to maintain relevance and increase market share have turned to us to create a program that is exclusive, exciting and new, and this is where
Southerland Unveils New Private Label Boxed Bed Program By Gretchen Kast
As direct-to-consumer sales continue to grow within the bed-in-the-box category, Southerland is entering the category at the summer Las Vegas Market with its new iBnB Collection. The private-label program was designed to provide independent re- tailers with a competitive edge through cus- tom branding opportunities. The six-model boxed bed collection includes all-foam and foam and coil designs, and will be pack-
38 Sleep Retailer / Summer 2018
aged in a box that can easily be branded for the retailer.
“Our independent retailer partners are eager to have a committed partner to support them in selling well-made mattresses that can compete in the growing roll-pack mattress business,” said Bryan Smith, president and chief executive of- ficer of Southerland. “With our iBnB Program, we’re providing retailers with a private label op- tion that will allow them to compete with some of the more popular names in the category.”
we have seen massive growth and demand. With our extensive menu of innovative mate- rials and flexible design, we tell retailers that if you can dream it, chances are we can make it.” To help its retail partners further increase engagement, the brand is also focused on preparing retail sales associates with new re- sources to inspire and motivate the consum- er. Its newest tool is the Diamond Mattress Experience Center, which immerses custom- ers in a sensory airflow demonstration. “The talk in our industry is heavy with ‘the
guest experience’ and this takes it to another level,” Pennington explained. “We are fighting for the customers’ attention and need ways to get them excited about coming into the stores to experience the mattress and form trust in the retailer and the product.” Visit
diamondmattress.com
Retailers have been asking Southerland
for a boxed-bed lineup that allows them to not only brand the product as their own, but sell via the Internet with seamless delivery. Beds in iBnB are packaged in a single box so that Southerland can add its retail part- ners’ branding prior to shipping. Priced to retail from $799 to $1,499 in queen, the collection is supported by the company’s drop-shipping program. Visit
southerland.com
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