Classic Sleep offers private-label line
By David Perry -- Furniture Today, February 1, 2010
JESSUP, Md. —
Classic Sleep Products has created a six-model line of specialty sleep mattresses for sale only by Internet retailers. The private-label line can be shipped directly to consumers.
Classic, based here, said the new line eliminates channel conflicts for retailers who sell the same mattresses online and in their brick-and-mortar stores.
The three memory foam and three latex mattresses have no branding on the ticking or label and come vacuum-packed and rolled in a colorful box so they can be shipped directly to consumers, Classic said. That means the retailer doesn't need to carry inventory in the line.
Each mattress type comes in an eight-inch, 10-inch and 12-inch profile. Classic officials said they believe that most retailers will offer the products at prices between $499 and $1,299 in queen.
“One of the biggest challenges retailers are facing is the channel conflict posed by putting the same mattress collection online and in their stores,” said Mike Zippelli, CEO of Classic Sleep Products.
“You have retail sales associates complaining that a consumer can purchase the same product online and avoid the traditional sales experience and bypass the store all together. Our new program addresses this concern by giving the retailer something different to offer online shoppers.”
An added benefit of the program, Zippelli said, is that retailers can place an order through Classic and it will ship the mattresses directly to the consumer.
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