Building upon the continued momentum of the fast-growing World Luxury Collection, King Koil will be employing new online communication strategies to build interest among retailers and consumers before the unveiling of the new King Koil Posture Sense Elite series at the upcoming Winter Las Vegas Market.
The World Luxury collection will headline the new digital and web efforts—the popular line-up, which retails from $699 to $1,999 in queen, “has been generating a lot of business among new retailers and existing customers,” reported president and COO Dave Roberts. It also served as the inspiration for a new King Koil Posture Sense Elite series to be presented at the show.
“With retails of only $499 to $899 in queen, this highly attractive, International Chiropractic Association-endorsed line is intended to further enhance traffic that’s created by World Luxury and to work in tandem with World Luxury to generate valuable sales synergy for retailers,” explained Owen Shoemaker, chief innovation officer and senior vice president of international business development.
The new Posture Sense Elite collection presents a clear good-better-best story that retailers can easily convey to customers. Offered in a variety of comfort options and styles, the collection starts with poly foam models, moves up to foam-encased innerspring beds with gel visco, and finally to encased-coil constructions that combine gel visco foam and latex.
“We think these Posture Sense Elite models offer the quality componentry and standout aesthetics at aggressive values that both retailers and mattress shoppers will find compel- ling,” Shoemaker said.
King Koil will also showcase a wide variety of introductions, aesthetic enhancements and collection updates at the Las Vegas Market. The company has updated the World Luxury Collection to include a new tight-top mattress that will retail at $1,799 and added a new three-piece reversible duvet to the top World Luxury bed.
To give retailers substantially more flexibility and choice, King Koil has also redesigned and restructured its Natural Response collection. The spa-like series has been divided into three product segments that include five models each, with each model providing a different construction and feel. The first segment features a variety of latex-concentrated designs. The second segment uses many all-natural components like wool, silk and cotton, while the third series includes organic-certified beds.
“Dealers can buy one complete Natural Response product segment or select specific models from any of the segments,” Shoemaker explained. “This new collection and the way it’s designed give dealers plenty of merchandising options.”