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Kingsdown adds Kids, upgrades popular lines

LAS VEGAS - Aiming to broaden its offerings, Kingsdown is introducing its new Kingsdown Kids line here. The Mebane, N.C.-based producer is also offering upgrades to its most popular lines.
     Asserting itself in the juvenile category, the company says it is bringing the resiliency and quality components of its namesake brand to Kingsdown Kids. Kingsdown consulted with a design expert on the project to create new kid-friendly motifs for the ticking, with options appealing to boys and girls and available in twin and full sizes.
     Working with retailers that have limited showroom space, Kingsdown has also designed a rolling bed rack to house a half-dozen mattress options, which are stacked and easily slide out of the rack when needed.
     "Too many people make the mistake of buying a cheap, poorly constructed mattress for their children," said Kingsdown President and CEO Frank Hood. "Quality and comfort is as important for children as it is for adults. So we decided to design a mattress collection that would appeal to all parties involved.
     "The parents will appreciate that Kingsdown Kids provides proper support as children grow, while their sons and daughters will love the playful fabrics. Of course, we also thought of our retail partners, who now have another option to expand their offerings. We believe they'll appreciate our rolling bed rack that makes it simple to display and store these mattresses while saving valuable floor space," Hood said.
     Changes to existing lines include the rebranding of Kingsdown's My Side collection as Sleep to Live, reflecting the name of the company's research arm, the Sleep to Live Institute. The change will be showcased with lighted Sleep to Live point-of-purchase headboards.
     BedMatch diagnostic technology, used to recommend the best Sleep to Live mattress, will also feature a new element, now able to calculate either a dual firmness option or a blended recommendation for consumers who want a mattress with one core. Helping consumers identify their best bed, Kingsdown created the Sling Shot, where mattresses will light up on the showroom floor when recommended by BedMatch. Kingsdown's Blu-Tek line, which showcases gel and airflow technology, will feature new fabrics and colors that extend beyond the collection's signature Carolina Blue. New POP retail displays will also be available. The Blu-Tek POP uses vivid graphics on a lighted headboard along with pillow protectors intended to capture the consumers' attention and showcase Kingsdown's brand messaging, officials said.
     Kingsdown's namesake brand will be featured in the showroom, with the Tradition line featuring a new multi-dimensional fabric application. The new application creates a multicolored and textured look. In a nod to the line's creator, Kingsdown Product Stylist Joyce Handley, the Tradition mattresses featuring the new look will be known as the "Handley Collection."
     Kingsdown shows in World Market Center B-1300.

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