• David Perry

Classic Brands targets value price points

HIGH POINT — Classic Brands is showing some sharply priced Talalay latex and memory foam mattresses here.

The new latex line will expand the reach of that category for consumers, while the new memory foam beds will help retailers drive consumers into their stores, officials said.

The Urban Loft Balance Talalay latex line will offer a good-better-best story with varied comfort levels. Each of the beds is built with a 10-inch profile and is available in firm, plush or ultra-plush designs.

“We searched globally to find Talalay latex at a high quality to meet our discerning standards at a competitive price,” said Michael Zippelli, president and CEO of Classic Brands. “By combining the price with the high volume of product we buy, we have been able to sharpen the price. This collection will definitely shake up the Talalay latex mattress category.”

Talalay latex is hypo-allergenic, offers significant temperature control, is free of harmful toxins and provides a pressure-relieving sleep surface. Considered by latex manufacturers a premium material, Talalay latex beds have been unattainable for some consumers due to price, according to Classic officials.

“Other mattresses crafted with Talalay latex carry a much higher ticket, putting top-of-the-line latex beds out of reach for many consumers,” Zippelli said. “We’re changing that with Urban Loft Balance. I’d put these beds up against any in the marketplace for their high quality and extreme comfort.”

Urban Loft Balancejoins Classic Brands’ Urban Loft family of mattresses that includes Urban Loft Hybrid and Urban Loft Specialty, which encompasses the company’s bed-in-a-box program for its brick-and-mortar retail partners.

Classic Brands will also spotlight a competitively priced collection of memory foam mattresses. The four-bed collection features a construction story focused on a combination of memory foam and gel-infused poly foam. The mattresses, ranging from 8-inch to 12-inch profiles, are priced to retail from $299 to $599 in queen.

Expanding on the growing e-commerce, bed-in-the-box segment of its business, Classic Brands will also offer retailers an easily shippable, easy to assemble knock-down foundation. The upholstered foundation is priced to retail at $199.

Engineered with four upholstered side rails that connect with a locking mechanism, a center rail and a slatted crossbar system that easily rolls out, the foundation will give both brick-and-mortar and e-commerce retailers a seamless solution to sell alongside boxed mattresses. The foundation can be shipped via common carrier in one compact box, the company said.

Classic Brands shows at 407 Plaza Suites.

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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