E.S. Kluft & Company, which produces luxury mattresses under the Kluft and Aireloom monikers, has turned to a 16-year veteran in global brand building, the last six of which have been in the luxury bedding industry, to lead its marketing strategy. Magali Castillo, formerly global marketing director of sister company Vispring, has been named vice president of marketing.
In her new role, Castillo will oversee all marketing efforts of E.S. Kluft as the brand continues to grow in the United States and throughout the world.
“During the last six years, Magali has positioned Vispring as the premier luxury bedding brand in the world and has been directly supporting the most prestigious retailers like Bloomingdale’s and Harrods with their marketing programs. As we continue to increase our offering in the high-end luxury space, we need to provide more creative and sophisticated marketing support to our retail partners.” said E.S. Kluft Managing Director Juan Dionis. “Luxury brands are global and Magali has an international profile, with a university degree in business management and marketing from the Ecole Supérieure de Commerce of Grenoble (France) and having worked in London, Brussels and Madrid. Her global experience will be essential in our future product developments.”
Castillo has been with the Flex Group, which owns Vispring and E.S. Kluft, since 2007 after a marketing career in several international companies. She began her work in the head office in Madrid, where she was responsible for new product development, promotions and communications for multiple products lines, brands and channels, then shifted to global marketing director of Vispring in 2013.
“There has never been a greater opportunity for the Kluft and Aireloom brands to grow and flourish as there is today. The brands have wonderful retail partners, and I look forward to working more closely with them. Luxury bedding is one of the fastest growing segments of our industry” said Castillo. “I am delighted to take on this new role, continue the E.S. Kluft legacy and work together with our knowledgeable and dedicated management team.”
About E.S. Kluft: Based in Rancho Cucamonga, California, E.S. Kluft & Company’s two brands are Aireloom and Kluft sold in more than 15 countries. Kluft is its most luxurious brand available through Bloomingdale’s and other prestigious retailers like Harrods. Aireloom offers artisanal quality and legacy features such as handtied coils and hand side-stitching in the best-in-class category. These quality designs feature cutting edge, patented production methods.