Reorganized Classic Brands offers specialty sleep lines
Company has multi-brand strategy
David Perry -- Furniture Today, August 3, 2010
 The Dormia Sonata is a new 12-inch memory foam mattress Classic Brands is introducing this week. |
AT THE MARKET - Brands matter to consumers shopping the hot specialty sleep category, says a supplier to that segment who puts "brands" right in its name.
Jessup, Md.-based Classic Brands, formerly known as Classic Sleep Products, is emphasizing its portfolio of brands with its new name, one that accompanied its business reorganization earlier this year.
The company comes to this week's Las Vegas Market with a multi-brand strategy designed to spark growth in the specialty sleep segment, already off to a sizzling sales start this year.
"Consumers respond to brands, and we want to continue giving retail sales associates the advantage of having a recognized brand story to share with shoppers," said Mike Zippelli, CEO of Classic Brands. "Classic offers a unique value proposition on its imported products, and by diversifying our brands we were able to better organize them to reach different corners of the market."
One of the keys to the company's brand strategy is Classic's move last year to design its products domestically and then build them in China to the specifications used in the Jessup factory. By taking an ownership position in its factory in China, Classic has been able to offer enhanced features on a wide range of sleep sets, Zippelli said.
Earlier this year, Classic re-introduced its Dormia brand with the launch of three visco and three latex mattresses. For this market, the company has enhanced the tickings on some of those models.
It's part of a move away from the emphasis on private label business the company did in the past.
"We'll still continue to private label and make specialized products for retailers," said Zippelli. "For example, our Internet-only program is well suited for private label. It addresses Internet channel conflict by giving brick-and-mortar retailers something different to offer online shippers. An added benefit is they do not have to hold the inventory."
New for Vegas is enhanced styling on the Dormia memory foam and latex collections, and new 12-inch models that bridge the gap between 10-inch and 14-inch models.
"Retailers seeking greater eye-appeal, more attention to tailoring and comfort have come to see Classic is delivering on these needs, and at better values because of the way we import," Zippelli said.
The company is also adding the 12-inch Venture model to its Space Age Collection, which retails from $499 to $1,499. That line features removable plush knit or European knit covers over eight, 10- or 12-inch visco beds, and a zippered non-skid bottom.
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