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Serta broadening Trump line

By David Perry -- Furniture Today, April 12, 2010

HIGH POINT —

Donald Trump will expand his mattress offerings at the High Point Market, moving into some higher price points.

Serta introduced its first Trump Home mattress collection last year. In a bow to the tough economy, it positioned the line at price points ranging from $799 to $1,499 rather than at the higher price points that a luxury brand like Trump Home could be expected to command.

Now that the original line has met with success, Serta and The Trump Organization are targeting price points ranging from $1,699 to $2,999 for the new Trump Home Luxury collection.

“We are thrilled to be expanding our successful partnership with Serta by collaborating on the new Trump Home Luxury Collection,” said Cathy Hoffman Glosser, executive vice president of global licensing for Trump. “The line allows consumers to indulge in all the luxuries of a premium mattress at an affordable price point.”

Serta officials said the original Trump offerings appealed to “the consumer that wanted to bring a piece of the Trump lifestyle home” at relatively modest price points for the line. The new models “extend the collection into the premium category,” they said.

“The Trump Home Luxury collection is a natural extension for the Trump Home brand and will allow our retailers to sell the Trump lifestyle across a wide range of price points,” said Maria Balistreri, vice president of brand management at Serta. “Our retailers have had great success with Trump Home, and now they can reach a new segment of consumers that are willing to invest further in a more luxurious night's sleep.”

The Trump Home Luxury mattresses feature Serta's 924 FreeFlex innerspring unit, with some models also featuring an additional layer of individually wrapped Pillow Soft coils on top of the other unit. The innerspring unit is designed to deliver superior comfort while working to reduce motion transfer that can disrupt sleep, Serta officials said.

The top model incorporates Serta's Smart Support technology, which features a honeycomb gel construction.

The covers include silk, cashmere, merino wool and a special cotton.

Serta officials are making the top model in the line available in a dual comfort model. That option allows retailers to maximize their retail floor space while offering today's consumers a way to sleep comfortably with a partner with a different comfort preference.

Serta and The Trump Organization will create a turnkey marketing support package for retailers carrying the Trump Home Luxury collection. Included will be product photographs taken at the Trump International Hotel & Tower Chicago during an outdoor evening photo shoot.

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