Martha Stewart adds mattress line
By David Perry -- Furniture Today, September 14, 2008
NEW YORK — Now it's Mattress Martha.
Design diva Martha Stewart has added mattresses to her growing product line. And it's all good, as in The Good Bed.
Details on the new line of mattresses, called Martha Stewart The Good Bed, are included on Stewart's Web site at www.marthastewart.com. There are 12 beds in the program, offered in firm, medium-firm and plush versions. The beds are made from New Zealand wool, 100% cotton fabrics, natural latex, soy-based foam, recycled steel and Canadian spruce to ensure lasting comfort, the company said. Retails start at $1,000.
Designed by Stewart and her Martha Stewart Living Omnimedia design team, the line is manufactured by The Good Bed LLC, an entity formed by Stewart's company and Columbus, Ohio-based Schottenstein Stores Corp. The line will be shown at the High Point Market, which opens Oct. 20.
One key feature of the new line is that the beds have lower profiles than many on the market, ranging from heights of 12 inches to 17 inches.
“Many new mattresses are exceptionally thick, placing the mattress height too far from the floor and overwhelming the scale of the bedstead,” the company said. “The Good Bed designed lower-profile mattresses that are sensibly proportioned. Each Good Bed features continental tailoring, which creates a curved edge at the mattress base so that linens fit securely.”
The beds also feature a proprietary European-designed innerspring system designed to deliver healthful support and to reduce movement between sleeping partners, according to the company.
“Our lives today are so demanding and fast-paced that it can be hard to wind down at the end of the day,” said Stewart.
“When I go to sleep, I want a mattress that is comfortable and well made. The Good Bed line is exactly that: Our mattresses are designed using the highest quality materials such as 100% cotton, New Zealand wool, natural latex and kiln-dried spruce.”
Robin Marino, co-CEO of Martha Stewart Living Omnimedia and president of merchandising, described mattresses as “a natural extension of our home furnishings assortment.”
Added Rob Casey, president of The Good Bed: “Martha Stewart represents a tremendous opportunity for retailers to expand their traditional market reach with a brand to which many consumers turn when seeking ideas, information and products for their homes.”
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