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Paramount adds three mattress brands

New lines meet variety of consumer needs

David Perry -- Furniture Today, April 19, 2010

Paramount’s Richard Fleck, left, and Richard Diamonstein show a display for the new Heavy Duty mattress line their company is introducing.

HIGH POINT — Paramount, a bedding producer based in Norfolk, Va., is expanding its portfolio with three new brands it is introducing at the High Point Market.

The company, which traces its roots to the end of the Great Depression, is aiming to give its business a boost this year with brands that meet a variety of needs in the marketplace, its principals say.

"We are excited about the additional opportunities we can give our customers with these brands," said Richard Diamonstein, a bedding veteran who is the third generation of his family to work at the company and is its executive vice president. His father, Arthur, is chairman.

"We are giving our customers different options to help them differentiate themselves from other retailers," Richard Diamonstein continued. "And these brands augment what we are already doing."

Paramount has been a Comfort Solutions licensee for more than 40 years and is showing some of the Comfort Solutions lines here. But it is devoting much of its expanded showroom to three new lines it designed: Heavy Duty, Back Performance and Quilt-O-Pedic.

Actually, the Quilt-O-Pedic brand is not new; the company first introduced it in the 1930s, when it was the first quilted mattress in the region. The brand had been dormant for more than a decade when the company decided to revive it. The new Quilt-O-Pedic beds, which are two-sided, retail from $299 to $599.

The Heavy Duty line is positioned as offering "a solid night's sleep." It features a 12.5 gauge tempered steel coil that is the heaviest and strongest support system available today, the company said. The beds are outer-tufted by hand, have a German-designed foam encasement unit, and rest on a heavy-duty, furniture grade foundation, officials said.

"This line offers a promise of support and comfort missed by most bedding companies today," said Richard Fleck, executive vice president at Paramount. Retails range from $999 to $1,999.

Also new is the Back Performance line, offered in three ranges. The Back Performance FE has advanced edge support, while the Back Performance MX features ventilated memory foam. The Back Performance PS offers encased coil technology.

The Back Performance line, designed to "support your active lifestyle," retails from $699 to $1,499.

More High Point Market April 2010 Coverage

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