COVER STORY
tion that says, ‘You know, I just want something that’s clean. I want something that doesn’t have a whole bunch of chemicals in the FR.’” Using those consumer insights as a guide-
post, Posh + Lavish developed a FR layer made from 100% long-fiber wool and 100% all-natural cotton—and nothing else. This ful- fills all of the necessary flame retardant re- quirements without the addition of chemicals or synthetic materials. Taking this a step fur- ther, the mattresses are all assembled with certified non-toxic, water-based glue and, on a more personal hygiene level, finished with a zippered cover that consumers can remove and wash at home. While this “cleaner” approach is what many consumers expect from high-end products, it also equips the mattress with added perfor- mance benefits. Cotton and wool both work to enhance breathability, temperature regu- lation and moisture wicking properties. As a whole, these components make for a more durable mattress than those made from poly- urethane foams and polyester fibers. “We actually think it’s one of the greatest
differentiators of a true luxury mattress,” Ling says. “These are the real things that you can point to on the inside of the mattress that make a difference, that would make it something that’s worth paying a whole lot of money for.” The Posh + Lavish mattress portfolio rang- es from $2199 to $5729 at retail, a price
10 Sleep Retailer / Fall 2018
“These are the real things that you can point to on the inside of the mattress that make a difference, that would make it something that’s worth paying a whole lot of money for.”
point that not only reflects its luxury quality but also delivers generous retailer margins. Though simplicity is a key asset to the selling strategy, the brand is not advocating a purely “back-to-basics” approach. Rather, it has found a way to enhance natural materials and skilled craftsmanship with modern pro- cesses and technologies. Case and point: all of Posh + Lavish’s mattresses are roll-packed. While much of the conversation surround-
ing boxed beds has centered around delivery convenience, Posh + Lavish regards that as an ancillary benefit. First and foremost, the company made the decision to roll-pack all of its mattresses because it enhances their comfort feel. Compressing the mattress takes the first stress out of the materials and minimizes the likelihood of body impressions. Secondly, roll-packing eliminates many is- sues relating to shipping and storing mattress- es. Not only does the smaller box take up less space in a truck or warehouse, the combina- tion of compressing and folding the mattress also helps reduce the risk of freight damage—
which can be a costly headache for both man- ufacturers and retailers. With clear brand positioning and strong
roll-packing capabilities, Posh + Lavish might seem like it could be right at home in the di- rect-to-consumer market. However, the com- pany has taken the polar opposite strategy, fo- cusing exclusively on being an “in-store brand.” “We believe in-store through independent retailers is a viable strategy,” Ling explains. “We believe that direct-to-consumer is a viable strategy—even though the cost of consumer acquisition is high for online retailers and will likely multiply exponentially over the next few years. We also believe that most companies can be great at one or the other long-term and not both. We decided we wanted to be great at in-store only.” The decision to stick to brick-and-mortar
retail was a simple one, according to Ling. Posh + Lavish offers a truly luxury product and price point and that demands an in-store selection experience. When consumers en-
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