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MATTRESS


Modway Introduces Private-Label Mattress Collection Exclusive to Retailers


By Elaina Hundley Modway is debuting its first-ever private-label mattress collection, Flexhaven, at the winter market. Exclusive to retailers and designed for brick-and-mortar stores, Flexhaven mat- tresses will not be sold online. The new line offers superior comfort, low price points and effortless portability for customers. Included with Flexhaven is a comprehensive marketing package designed to drive traffic to retailers’ stores. A complimentary, no-cost ad- dition, the marketing package includes a roll- up banner to display in the store, a box sign to convey Flexhaven’s portability to customers and an overhang banner to suspend above the mattress. The marketing package also incor- porates an outdoor poster and sidewalk sign to draw customers inside, a sleek truck wrap


along with the design for a carry bag for cus- tomers to take home. While the free marketing package will help to attract customers to stores, Flexhaven backs up those efforts with premium comfort and thousands of five-star reviews that rave over its ideal firmness and exceptional support. The mattress features a removable woven cover


and two layers of memory foam—a responsive high-density foam for the base with a layer of cooling gel-infused memory foam on top. Following the current trends of the mattress


industry, Flexhaven brings effortless portabili- ty to the in-store experience. Rolled up into a convenient box, the mattress easily rolls away with its built-in wheels and handle. The com- pact design allows it to fit into cars for smooth transport from a brick-and-mortar store to the customer’s home on the same day of purchase without having to wait for shipping and delivery. Keeping up with ever-changing e-commerce competitors can be a challenge for brick-and- mortar stores, but Modway is minimizing online competition with this new mattress exclusively sold in-stores. Visit modway.com


Classic Brands Rolls Out First Turn-Key Omni-Channel Program


By Gretchen Kast Long known for bringing many firsts to the mattress industry, Classic Brands is innovat- ing once again with its new four-model Hybrid Infinity Collection. A first of its kind, the new turn-key, omni-channel bedding program is launching at the winter Las Vegas Market. “This is the first time anyone in the indus- try has curated a turn-key model like this,” said Mark Owen, executive vice president of sales and business development for Classic Brands. “The program is especially signifi- cant for retailers who have been challenged launching their own ecommerce or bed in a box program. This solution enables them to


Elevating the head at night opens up airways, helping to alleviate the severity of SNORING.


Sleep Fact Brought To You By Reverie 28 Sleep Retailer / Winter 2020


essentially plug and play a program that is proven to be a success.”


Classic Brands developed the collection in collaboration with Sit ‘n Sleep, a leading mattress retailer based in Los Angeles; Hy- brid Infinity has been selling online and in the retailer’s 39 stores for the last nine months. Working hand in hand with Sit ‘n Sleep, the Classic Brands’ product development team created the Hybrid Infinity Collection to target omnichannel shoppers and to give the retail- er a competitive edge over e-commerce bed- ding brands. In addition to the four-bed line- up, the collection is supported with a branded, dedicated website, and a strong social media presence on Facebook and Instagram. “Since its debut earlier this year, Hybrid Infini- ty continues to post significant incremental retail sales gains and contributions to strong bottom line margin growth,” added Owen. “Our collabo- rative approach in working with the Sit ‘n Sleep team to develop the collection and the market- ing support behind the brand allows us to bring the Hybrid Infinity to market confident in its consumer appeal and retail success. Capturing


both in-store and online sales, the collection is appealing to existing Sit ‘n Sleep customers, as well as bringing new ones into the stores. The collection’s success prompted us to bring the winning formula to a broader reach of retailers.” Designed to with 11- and 12-gauge wrapped coils, specialty memory foams and cooling cov- ers of phase change material, the beds are priced to retail from $899 to $1,499 in queen. The mattresses range from 10-inch to 15-inch profile and are packaged in Classic Brands’ signature bag for easy delivery or cash and carry by consumers. “We’re thrilled with the success of the Hybrid


Infinity line in our store network over a relatively short period of time,” said Nelson Bercier, pres- ident of Sit ‘n Sleep. “The collection continues to resonate with our consumer base providing the sleep experience they’ve been looking for. Working in conjunction with the Classic Brands team to develop the product and the marketing program to support it allowed us to pull con- sumer intelligence in what people want in their bed and in the shopping experience.” Visit classicmattress.com


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