As direct-to-consumer sales continue to grow within the bed-in-the-box category, Southerland is entering the category at the summer Las Vegas Market with its new iBnB Collection. The private-label program was designed to provide independent retailers with a competitive edge through custom branding opportunities. The six-model boxed bed collection includes all-foam and foam and coil designs, and will be packaged in a box that can easily be branded for the retailer.
“Our independent retailer partners are eager to have a committed partner to support them in selling well-made mattresses that can compete in the growing roll-pack mattress business,” said Bryan Smith, president and chief executive officer of Southerland. “With our iBnB Program, we’re providing retailers with a private label option that will allow them to compete with some of the more popular names in the category.”
Retailers have been asking Southerland for a boxed-bed lineup that allows them to not only brand the product as their own, but sell via the Internet with seamless delivery. Beds in iBnB are packaged in a single box so that Southerland can add its retail partners’ branding prior to shipping. Priced to retail from $799 to $1,499 in queen, the collection is supported by the company’s drop-shipping program.