Magniflex spices up bedding with Color Line
By David Perry -- Furniture Today, February 1, 2010
LAS VEGAS —
Leave it to those fun-loving Italians to come up with some new “love beds.” And one even ventures into especially suggestive territory: It features the message “I love sex” in the mattress ticking.
It's all part of Magniflex's new Color Line, which introduces colors, graphics and patterns seldom seen in conventional bedding designs. And that's the way the company wants it. Fashion invades the bedroom.
“Our Color Line embraces the notion that consumers can make a bold statement, even while they're sleeping,” said Marco Magni, president of Magniflex USA, the Prato, Italy-based company's U.S. sales subsidiary. “It first launched in Europe to rave reviews. This, combined with the need for product differentiation desired by our retail partners, compelled us to launch it stateside.”
But don't think these are just pretty memory foam beds. “Besides being beautiful to look at,” Magni said, “the mattresses are also extremely comfortable.”
There are three beds in the Love Collection, each with red, black and white patterns and featuring text surrounded by a motif of red hearts and lip stamps, inspired by Yves Saint Laurent. The messages emblazoned in the ticking include “100% Love,” “Baci” (Italian for kisses) and “I Love Sex.”
“At Magniflex, we want you to love your mattress just as much as you love to do other things in bed, so we created a whole new line that encourages more 'performance' in this area,” said Magni.
But those beds are about more than just exciting messages.
“In our new Love Sex mattress you will find features like edge-to-edge support, a velvety soft covering fabric that feels good against the skin, plus built-in temperature and perspiration control on the top, sides and core of the mattress,” he said. “A bed this bold makes you want to show it off, stimulate the senses and just have more fun in bed.”
Beds in the Color Line, retailing from $999 to $2,499, were inspired by icons from the 1960s and 1970s.
In addition to the Love Collection, the other new Color Line group is the Fantasy Collection of aromatherapy mattresses, which harken back to the days of Flower Power. In fact, Flower Power is the name of the one of the beds. The purple flower-printed cover is infused with chamomile oils to foster a soothing night of sleep. Chamomile has anti-allergenic and anti-bacterial properties, the company said.
Other beds in the Fantasy Collection are decorated with peace signs and flowers and are treated with chamomile and lavender.
Four of the beds in the Color Line have removable covers that can be laundered, giving consumers the option of sleeping with or without a fitted sheet.
As with all of the company's beds, the Color Line mattresses may be shipped vacuum-rolled and compressed by up to 90%, giving consumers and retailers greater convenience during the delivery process, the company said.
Magniflex says it was the first mattress company to be certified by Oeko-Tex to guarantee the absence of allergenic substances harmful to consumers and to the environment. The Color Line is Oeko-Tex certified and comes with a 10-year warranty.
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