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Cover Story


Posh + Lavish Differentiates Luxury With Split-Head Mattresses


By Gretchen Kast


In today’s crowded mattress market, innovation and differentiation are often the keys to success—especially when it comes to the luxury category. With an unwavering commitment to brick-and-mortar retailers, Posh + Lavish has taken a unique and pragmatic approach to the bedding market by developing a distinct line-up of beds that really draw consumers in. Carving out a niche for itself and its retailer partners, the company’s approach to innovation is methodical. When developing new solutions, the Posh + Lavish team thinks critically and creatively about the issues and opportunities in the market. Over the past five years, the company has built a name for itself with its high-quality construction, natural materials and dedicated retailer support. And now it’s expanding upon that mission with a new program of split-head mattresses designed to help consumers enhance their ‘bedroom oasis’—and retailers boost their sales tickets. In doing so, Posh + Lavish has further bolstered its position as a truly modern luxury brand with the ability to help retailers find new success in today’s marketplace.


I


t’s clear that the mattress retail market is at a cross-roads right now. With the sheer number of brands growing expo- nentially in recent years, today’s consumers have more options to pick from than ever before, which has in turn made it more dif- ficult for retailers to really capture and hold their attention. While many companies are investing heavily in marketing efforts to relay the message of convenience and af- fordability, this approach has not proven to be sustainable for most retailers. The sellers that are thriving are doing something differ- ent than they have in the past; they are the ones that have found a distinctive niche and invested in new programs to clearly support it. Posh + Lavish is able to help retailers do just that with a specialized portfolio of nat- ural mattresses in completely new size con- figurations at high-end price points.


“The luxury market has become so much stronger and more important to retailers because of the need for brick-and-mortar retailers to offer and sell more luxury product, as in many cases 10–20% of their lower end business has disappeared to online retailers.”


In the past few years, the luxury mattress category has become significantly stronger. At one time, many retailers were able to stay afloat on the high volume of entry-level sales alone—but with much of those sales migrat- ing online, more retailers are now looking to balance out those losses with higher tick- ets. At the same time, a growing number of consumers are seeking out luxury options too—especially as the pitfalls of ultra-cheap bedding become clearer.


“In the past, the luxury category was for those who wanted something extra in the offering and assortment. It really was a mer- chandising decision in many ways,” explains Kurt Ling, Principal at Posh + Lavish. “The luxury market has become so much stronger and more important to retailers because of the need for brick-and-mortar retailers to of- fer and sell more luxury product, as in many


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