Boyd Specialty Sleep is broadening its selection of Broyhill-branded products to exclusively offer brick-and-mortar retailers the widest possible range of bed constructions, technologies, price points and aesthetics all under a highly recognized consumer brand. The company will also present five new models under its own InnerFlex brand, as well as 15 new upholstered, metal and mixed-media platform beds.
This market, Boyd will introduce seven new Broyhill innerspring beds in two collections. When combined with the Broyhill innerspring beds launched at last summer’s Vegas show, Boyd can now offer brick-and-mortar dealers its most extensive assortment ever of Broyhill product options.
The new Broyhill Onyx line features three models that incorporate a foam-encased, tri-zone innerspring with encased coils. The beds use varied layers and combinations of gel memory foam and Gel Lux foam, and include a new cooling technology called Ice Fiber in the covers. Ranging from 12 to 16 inches high and expected to retail from $1,199 to $1,999 in queen, the new Onyx beds are dramatically dressed in quilted stretch-knit fabrics with black highlights, black tape-edging and vertical handles trimmed in black.
Priced to sell from $699 to $1,199 in queen, the new Broyhill Sapphire collection uses a foam-encased, individually wrapped coil unit and both gel memory and Gel Lux foams. The four models in this line are 11 to 14 inches high and, true to their collection name, have deep blue trim and blue highlights in the quilted, stretch-knit fabric. Like the Onyx models, the Sapphire beds also have Ice Fiber covers.
“Our strategy is to protect the businesses and margins of the stores we sell,” said company President Denny Boyd. “As such, our Broyhill and Thomasville mattress lines are not available to online retailers.”
Boyd is also adding five beds to its InnerFlex line, ranging from $299 to $799 in queen. The collection uses individually wrapped coils and foam encasement on most models, plus memory foam and Gel Luxe layers. The InnerFlex mattresses carry a silver theme in the tape edging and in the top panel of the beds’ stretch knit cover.
All of the new Broyhill Onyx, Broyhill Sapphire and Boyd InnerFlex collections can be used with adjustable bases and are UPS-able.
Also on the company’s market agenda is a new series of UPS-able platform bed designs and two new memory foam pillows. The platform beds are available in upholstery, metal and wood, in a mix of contemporary, traditional and transitional styles. With headboard heights ranging from 47 to 60 inches, the 15 new bed bases are expected to retail from $299 to $699 in queen. Boyd’s new memory foam pillows are made with a solid gel layer atop the foam, covered with an Ice Fiber fabric. The $29 ClimaLuxe pillow is made for back and stomach sleepers, while the $39 ClimaComfort model is intended for side sleepers.
“These new lines complete all of the designs, technologies and price point categories we were seeking for both our branded and non-branded products,” Boyd explained. “We now offer the broadest possible variety of beds from $189 up to $3,999 in queen. Brick-and-mortar retailers can now buy any technology at any price point.”
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