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King Koil unveils new iMattress2 series

LAS VEGAS - King Koil is making another major product presentation here, unveiling a new iMattress2 series, a redesigned Laura Ashley collection and an expanded Perfect Contour line with latex-centric models.
The Willowbrook, Ill.-based bedding producer, which shows in World Market Center A-546, will also be demonstrating new scanning and imaging technologies that have been added to King Koil's exclusive SleepID assessment system.
"Our motivation as a company is steeped in innovation, improvement or expansion both in our thinking and in the sleep products, retail programs and sales tools that we develop," said Dave Roberts, president and chief operating officer. "Our presentations this market give retailers new product designs that are highly competitive, as well as innovative components, new bed builds and looks that have compelling selling stories and great consumer appeal. With the overall economy improving, we're very focused on generating consumer interest in buying a new mattress and in helping drive shoppers to our retail customers."
Heading up King Koil's market program is an all-new iMattress2 collection set to retail from $799 to $2,999, which encompasses both all-foam and hybrid designs.
The all-foam beds use an anatomically correct Perfect Response foam core developed to deliver superior pressure relief and comfort through progressive resistance. The engineered core features cut and shaped foams that surround a premium layer of high conformance specialty foam which varies based on the model, the company said.
According to Owen Shoemaker, senior vice president of business development and innovation, the core's top layer is shaped on the underside to maximize pressure relief and balance at the shoulders, hips and knees. The bottom layer has matching concave cuts and serves as a firm support base for stability and durability.
The iMattress2 hybrid beds feature an encased, eight-inch coil core in conjunction with a seven-zone foam layer, perforated for healthy air flow, a design that delivers many of the same sleep benefits and characteristics of the Perfect Response core models, the company said.
Some iMattress2 hybrid models also include a GelResponse latex layer with distinctive, continuous wave patterns. Exclusive to King Koil, this layer is designed to maximize conformance, pressure relief and air circulation.
Like all King Koil products, the new collection is available in the producer's patented Flare design unveiled earlier this year.
King Koil is also introducing a revamped Laura Ashley-branded collection in three construction designs.
The new Beautiful and Smart line encompasses three promotional innerspring models at value prices from $599 to $799, four encased-coil hybrid models from $899 to $1,599, and three top-of-the-line beds ($1,699 to $2,499) that utilize the company's new Perfect Response engineered contour core.
Every bed in the 10-model series features King Koil's foam encasement and uses combinations of poly and specialty foams, including iFusion gel memory foam, in the upholstery layers.
"The ‘Smart' element in the line's brand positioning is reflected in its new comfort components, builds and tailoring," Shoemaker said. "The ‘Beautiful' element will be apparent to dealers when they see the collection's new fabrics and cover designs, complemented by the plum, blue-green and lavender colorations that for years have helped define and differentiate Laura Ashley beds on retail floors."
Designed to court today's health- and fitness-conscious shoppers, King Koil's Perfect Contour collection now includes three new latex-focused models that utilize the producer's Natural Airflow latex topper.
The exclusive five-zone latex topper has horizontal and vertical channel cutouts throughout to promote air flow, plus larger chambers in the shoulder and lower leg areas to further enhance circulation. The topper is positioned at different depths in the beds to provide an assortment of feels and performance levels.
With marketing themes like "Play hard," "Revive" and "Live life to the fullest," King Koil first launched the specialty collection with five models at the winter Las Vegas Market. The line was positioned as a high-velocity program ($799 to $1,299), designed specifically to attract athletic consumers who value a healthy, affordable night's sleep.
While the Perfect Contour series continues to start at $799, Shoemaker said the new latex versions, expected to retail from $1,699 to $2,399, "bring additional feels, expanded choices and new sportswear-inspired looks to what has become a very popular program for us."

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