Luxury bedding manufacturer E.S. Kluft & Co. introduced a new mattress line designed to appeal to young, upwardly mobile consumers who want a taste of luxury at an affordable price. The new three-model Aireloom Aspire Collection features the same excellent quality, craftsmanship and fine materials as the high-end Kluft and Aireloom® brands. But this new line, with its standard retail price of $1,999 in queen, is price-positioned with the ambitious but cost-conscious purchaser in mind.
“Many top-of-the-line manufacturers attract new customers and build brand loyalty by offering an affordable introductory model,” explains E.S. Kluft & Co. President and CEO Earl Kluft. “Mercedes-Benz’s C Class automobile, for example is affordably priced, but offers buyers the same high level of German engineering, stylish design and pride of ownership the brand is famous for. We are taking that strategy into the bedroom with our Aspire Collection, because once buyers enjoy the fine craftsmanship and lavish feel of an Aireloom, they won’t want to sleep on anything else.”
Aireloom Aspire will be offered in three models with plush, medium and firm comfort feels. Each mattress is finished with a unique, heavy-weight, double-knit cover with a gathered effect for supreme comfort. The ecru-colored ticking features an elegant non-quilted, Scandinavian style, which contrasts well with the light-gray foundation, which is finished in a beautiful chenille fabric.
The mattress side panels sport a silk ribbon interwoven with the Aireloom name, which runs along ecru-colored spacer cloth that is designed to increase airflow and help regulate the sleepers body temperature.
Like all of its mattresses, the Aireloom Aspire collection offers artisanal quality and legacy features such as hand-tied coils and hand side-stitching, and advanced patented conforming designs and technologies. The mattresses contain high-quality materials such as American-made natural Talalay® latex, airegelle™ technology, bio-based foams, natural and eco-friendly fibers, English nested coils, New Zealand Joma wool as well as Belgian jersey knits and damask fabrics.
The new mattress line is already getting rave reviews, Kluft says. “When we introduced the Aspire Collection at the Las Vegas Furniture Market last month, we had an incredibly positive response from our retail partners who were excited at the prospect of adding it to their existing line of Aireloom mattresses. They recognized that this price point makes it easy to introduce customers who didn’t think they could afford an Aireloom to the brand.”