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MARKETING


E.S. Kluft Updates 2021 Collections With New Marketing Collateral By Gretchen Kast


Coming on the heels of the largest intro- duction in its history, E.S. Kluft & Company is showcasing its 2021 collections along with some new marketing collateral at the summer Las Vegas Market. These new lines, which are currently rolling out in stores across North America, include more than 50 models in four distinct collections under the Aireloom, Kluft and Marshall Mattress brands. “We’re getting amazing feedback from re- tailers who viewed our new collections earlier this year,” said Magali Castillo, vice president of marketing for E.S. Kluft & Company. “The demand is super strong and we couldn’t be happier with the initial response.” New marketing collateral is available to retailers to support the launch of these new collections, including


brochures, commer-


cials, POP, digital assets and other new retail tools. Additionally, Aireloom launched its new 2021 advertising campaign in mid-May, tar- geting the busy selling holidays of Memorial Day, 4th of July, Labor Day and Black Friday. The new campaign is 100% digital, includ- ing a media mix of display, social media, paid search and YouTube. “We recognize the importance of digital in


reaching consumers where they begin their search for products to help give them a great night’s sleep,” said Castillo. “Our new campaign is digitally forward, following these consumer trends, and the latest addition to our online marketing focus, which we launched last year with the redesign of our Aireloom website.” The revitalized Aireloom Preferred Collec-


tion features three distinctive lines rooted in the brand’s 80-year California legacy of handcrafted design. The offerings are de- signed to appeal to a broad range of con- sumers, whether they have a taste for a clean and modern look, an artistic aesthetic or a dramatic expression inspired by Hollywood glamour. Each new line includes 10 beds, which feature the brand’s patented Aireloom Lift technology and high quality materials for


14 Sleep Retailer / Summer 2021


superior support, air circulation and tempera- ture management. With all levels of firmness available, the collection is priced at retail from $2,999 to $5,999. With four new mattress models, the Aire-


loom Pacific Palisades collection’s signature handmade design features fresh new fabrics, specialty foams and individually wrapped coil construction. Priced at retail from $2,199 to $2,699, this line is the opening price point for Aireloom, providing even more options for retailers to reach consumers interested in luxury products. The 2021 Kluft national collection includes nine mattress models, each featuring the pat- ented Kluft Standard construction. The col- lection is handcrafted with the finest natural materials such as cashmere, horsehair and organic cotton, individually inserted hand tufts and nested pocket coil systems for maximum pressure relief, support and natural comfort. Exquisite Belgian Jacquard Damask covers complete the elegant and sophisticated look in the luxurious collection, which ranges from $5,999 to $19,499 at retail. The 2021 Marshall Mattress national col- lection includes nine beds with a modern rustic, Canadian chic look. Building on its


legacy of more than 120 years, the collec- tion is handcrafted with close attention to detail using the finest natural materials and superior construction. That includes the orig- inal patented Marshall pocket coil system, an innovation that set the future course for the mattress industry and remains the pinnacle choice for reliability and craftsmanship. True to its heritage, the new Marshall Mattress national collection is tailored to perfection to offer superior comfort. Visit kluftmattress.com, aireloom.com and marshallmattress.com


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