Stylution USA adds Privileged Class bedding line
By David Perry -- Furniture Today, March 18, 2007
High Point — Stylution USA, aiming to grow its U.S. bedding business with an expanded product lineup, is targeting high-end price points with its new Privileged Class collection.
The importer of Chinese-made mattresses, showing in space 201 in the Furniture Plaza at the upcoming High Point Market, now offers four distinct collections, each with different constructions and features. It is part of the company's push to meet retailers' various bedding needs in the U.S. market.
The four collections were successfully launched at the January Las Vegas Market, which Stylution USA President Ed Scott called "a breakthrough market" for the company. Stylution debuted its permanent showroom in the World Market Center's new building B.
The new Privileged Class line combines luxurious covers and fills, including silk, cashmere and Joma wool. The upholstery materials include latex, visco and convoluted foam. The beds feature single-needle quilting and old-world craftsmanship in the form of button tufting, a type of construction that is uncommon in the U.S. market, Stylution officials said.
The Privileged Class also offers coil-on-coil construction, with nested, encased coils. The beds offer three choices of firmness, with visco and silk, latex and wool, and temperature-neutral visco and Joma wool versions.
"These beds can easily retail for $2,000 or more," Scott said. "We got such a strong reaction to this new line."
Stylution's flagship line is Body Comforts, an encased coil line, retailing from $799 to $1,799. Comfort levels in that line range from firm to plush, with different visual and internal constructions, including differing coil counts.
The company's best-selling bed, with a temperature-neutral visco-elastic foam comfort layer, retails at $1,399 to $1,499 with margins of more than 60%. That bed "is just flying off of retail floors," Scott said.
The company's BodyHarmony line, retailing from $699 to $1,599, features a coil-within-a-coil construction that was developed by Stylution and is unique to that company. An encased coil is fitted inside a Bonnell coil, thus combining the best features of each type of coil — stability and durability from the Bonnell and comfort and individualized support from the encased coils.
The BodyHarmony line, like the Body Comforts line, features foam encasement.
Stylution's starting collection is the BodyRelief line, retailing from $599 to $899. The beds in that line, which feature heavy duty Bonnell construction with a heavy gauge steel border rod, can be compressed for shipment to the United States, thereby lowering costs by 10% to 15%.
While Stylution does not recommend compressing the beds for shipment, Scott said the company will ship the BodyRelief line in a compressed format at a retailer's request.
All of Stylution's beds meet the upcoming federal mattress flammability standard, company officials said.
Stylution produces its beds at its sprawling campus in Dongguan, China, where the company is now putting the finishing touches on a new foam-pouring line. The company also makes its own innersprings, giving it control over that key bedding component.
Stylution is headed by Jack Chen, a veteran of more than 30 years in the bedding business. He said that the efficiencies developed by the company over those years, combined with the overall lower cost of doing business in Asia, establish Stylution as "ideally positioned to service U.S. retailers."
The company's tag line is, "Open your mind and open your world."
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