Building on its growth in the e-commerce and boxed bed markets, Classic Brands is sharpening its focus in the ultra-competitive memory foam mattress arena. At the Winter Las Vegas Market, the company will introduce an aggressively priced four-bed collection alongside a new easy-ship knockdown foundation—creating two valuable new opportunities for retailers.
A longstanding innovator in sleep products category, Classic Brands has created a unique construction story for its new memory foam line by combining memory foam, gel-infused memory and poly foams. With profiles that range from nine to 14 inches, the new mattresses will retail from $399 to $699 in queen.
“We’ve worked closely with our factory to design a high quality, value-driven assortment,” explained Michael Zippelli, president and CEO of Classic Brands. “Our retail partners are craving beds they can aggressively promote to pull consumers into the store without sacrificing gross margin. This collection of memory foam beds is designed and built to deliver a quality memory foam sleep experience without the hefty price tag.”
In addition to the new memory foam line, Classic Brands will also showcase the 5-Minute Foundation at market—a new easy-ship, easy-to-assemble knockdown foundation. Originally introduced in 2012, this sturdy foundation has been updated to include four upholstered side rails that connect with a unique locking mechanism, a center rail and a slatted crossbar system that easily rolls out. This innovative design allows the foundation to fit in one compact box—making the product available for standard FedEx or UPS shipping. Priced to retail at $199, the 5-Minute Foundation gives both brick-and-mortar and e-commerce retailers a seamless solution to sell alongside boxed mattresses.
“For the upcoming market, we have relaunched the new 5-Minute Foundation with an upgraded upholstery that is the perfect partner to our growing bed-in-the-box offering,” said Zippelli. “This foundation offers retailers and consumers the perfect companion to their bedding programs. Our knock-down foundation is a natural evolution for the category, and we expect to see significant growth in this area.”
With these two new introductions, Classic Brands rounds out a comprehensive stable of sleep products that equip both online and brick-and-mortar retailers with high-quality materials and advanced features at promotional price points.