MATTRESS
Diamond Mattress Breaks Into Luxury With Generations By Gretchen Kast
Diamond Mattress has entered the luxury bed- ding category with the introduction of its new Generations collection. Designed in response to customer demand for more high-end bed- ding at sharp values, the new line offers heir- loom-quality mattresses with timeless styling. Handcrafted and made-to-order in Dia- mond’s vertically integrated factory in South- ern California, Generations is a three-model hybrid collection retailing from $1,999 to $2,499. The line boasts high-end components including latex, GOTS-certified wool, over 2,000 coils and micro-coils and a Tencel fab- ric cover. Classically dressed in a sage green houndstooth pattern, it also features artisan finishes such as button tufting and handles. Generations is CertiPUR-US certified with a 20-year warranty and shippable nationwide. “Generations offers something many established brands in the luxury category don’t—that’s bigger margins to protect retailer profitability,” said Diamond President Shaun Pennington. “As with everything we do, this
new collection is in direct response to what our customers want and need to successfully drive traffic and grow sales.”
Recognized for its innovative product de- velopment and marketing, Diamond designed Generations to embody the history of the fourth-generation family-owned and operat- ed manufacturing business. Pennington said the new collection also represents the ex- pertise of the long-time Diamond employees who carefully selected the materials used to craft the luxurious mattress. “From the materials and components to the craftsmanship and the name, Generations represents the old school mattress know- how and grit of my grandparents who built Diamond, as well as the expertise of long- time associates who understand the industry and how to drive continued growth for us and our partners,” said Pennington.
In addition to Generations, Diamond is also showcasing its new Ethos Collection this spring. This eco-friendly mattress line-up of- fers comfort, support and durability in every
layer. Diamond’s patented nested coil system delivers zoned support, while the Talalay latex, GOTS-certified wool and organic cotton fab- ric cover provide added comfort and a natural sleep story that many consumers are seeking. In addition to being made in the USA, the line is certified by CertiPUR-US, EcoInstitut and Oeko-Tex. This three-bed program is offered in three profiles that retail from $1,499 to $1,999, all of which are shippable nationwide. And finally, Diamond is rounding out its mat- tress offerings with a new adjustable pillow program that equips retailers with three distinct merchandising options. The Easy pillow is made with a Tencel fabric zippered cover and zipper inner, while the Cooling option features a cool- ing technology fabric cover. The Organic pillow completes the program, offering a GOTS-certi- fied organic cotton cover. Each pillow is made in the USA and contains CertiPUR-US shredded foam fill that can be removed or added for cus- tomized comfort. The pillows can be roll-packed and compressed with boxed bed mattresses. Visit
diamondmattress.com
28 Sleep Retailer / Spring 2021
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