• David Perry

E.S. Kluft jumps into pillow category

These pillowsThese pillows, designed for E.S. Kluft’s Aireloom Aspire line, are now available for consumers to purchase.
RANCHO CUCAMONGA, Calif. - E.S. Kluft & Co., a high-end bedding specialist, is entering the pillow category with a line of premium pillows designed to complement the recently launched Aireloom Aspire Collection.
     Consumer requests for the pillows prompted the move, the company said.
     Kluft originally created the pillows to be used solely on retail displays of the Aireloom Aspire line. But consumers liked the pillows so much they asked if they could buy them for their new beds. And now they can.
     Kluft is creating its first Aireloom branded pillows to complement the beds in the Aireloom Aspire Collection. Designed to blend with any Aireloom Aspire mattress, the pillows are made of 100% memory foam and feature an open-cell structure for increased breathability and comfort, the company said.
    Like the mattresses, each pillow is finished with a heavyweight, double-knit cover with a Tencel fabric. The ecru-colored ticking stands out against a light gray spacer cloth that runs along the edge of the pillow and features the Aireloom brand name. That spacer cloth is outlined in white bridal-satin piping. The pillows are available in a standard size and retail for $159.
     "We've been hearing the same feedback from our retailers ever since we launched the Aireloom Aspire Collection customers don't just love our mattresses, they're thrilled by the enveloping feel of our pillows, originally designed solely as point-ofpurchase materials," said Earl Kluft, CEO of E.S. Kluft & Co. "We saw a strong opportunity to increase sales tickets for our retailers, prompting us to create the first-ever Aireloom pillows. Keeping with the spirit of the collection, these pillows are moderately priced, but like all things Aireloom, they provide a lavish comfort feel."
     Designed as one of Kluft's most affordable collections, the Aireloom Aspire line is aimed at younger consumers who desire a taste of the luxury lifestyle. Last summer Kluft introduced a new, expanded collection featuring four models with price points ranging from $2,000 to $3,000.
     At the entry-level price point, Aireloom offers both a hybrid coil and foam construction and a companion foam line. A step-up model offers a hybrid foam and innerspring mattress option that utilizes "airegelle" and temperature-regulating technology. Finally, a step-up provides the benefits of temperature regulation with the added benefits of a hybrid latex and foam construction, the company said.
     At each price point, the Aireloom Aspire beds are available in plush, medium and firm comfort feels.

David PerryDavid Perry | Executive Editor, Furniture Today

Hi, online readers. I'm David Perry, executive editor of Furniture/Today, and the writer on the mattress beat. Get my musings on mattresses on our web site and on my Twitter feed. And let me know what you would like me to write about in the wonderful world of mattresses.

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