King Koil sets ambitious lineup of Vegas introductions
January 9, 2014,
Dave Roberts, president, said King Koil is aiming to gain market share this year with new mattress lines intended to set the King Koil brand apart from its competitors on retail floors. He said the company intends to accelerate its growth this year, giving retailers alternatives to the consolidating "S" brands. Among the new King Koil offerings are high-end beds for luxury consumers, value-priced models for Millennials, and more two-sided beds for consumers who favor that traditional construction.
Roberts said King Koil plans three major line introductions in Las Vegas - a new World Luxury series, a Sleep Couture collection at the top of the World Luxury line, and a new Z Tech series aimed at Millennials.
The company also will show its Laura Ashley collection as a two-sided line and will offer one and two-sided versions of several of its other branded collections to broaden retailer options. A number of bedding majors have exited the two-sided bedding category and focus only on single-sided beds.
The new 10-model World Luxury series, retailing from $699 to $1,499, is intended to deliver new levels of elegance and luxury in a popular price range, Roberts said. The encased-coil line includes layers of latex, poly and gel foams and will be offered in a variety of styles, fabrics and treatments aimed at setting the line apart from others in its class.
Expected to range from $1,999 to $4,999, the new Sleep Couture innerspring collection features top quality designs and exceptional fabrics and fashion treatments, according to Roberts.
King Koil says the line is for retailers who want highly profitable bedding that's "truly beyond the norm" in design, look and feel.
King Koil's new Z Tech series targets Millennials in the 25 to 35 age range and is made to offer good better-best quality in high-tech innerspring designs and looks, at prices from $399 to $999. The objective, Roberts said, is to enable financially restricted consumers to buy beds with the latest technologies at lower prices.
"These are mattress values they will recognize and appreciate on the sales floor," he said.
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