Redesigned Aireloom Website Focuses On The Brand’s Hand-Crafted Design

Luxury mattress manufacturer E.S. Kluft & Company re-designed the website for its high-end Aireloom line, focusing on the aspirational qualities and California aesthetic of the historic brand.

The revamped site,, features a pair of videos that emphasize the laid-back California lifestyle and focus on the luxurious components that go into every Aireloom mattress. One video also highlights the handmade construction process and shows the line’s signature Pacific Plaid cotton border.

Each video ends with the tagline, “For those who dream of California, feel the Aireloom Lift,” which is the patented process that elevates the support and comfort layers through a natural chamber between the springs and the Aireloom mattress top.

“We wanted to give the site a more contemporary feel, and the new videos and updated graphics accomplish that, while emphasizing Aireloom’s position as an exclusive, hand-crafted luxury brand,” said David Long, vice president of marketing for E.S. Kluft. “Throughout its storied history, Aireloom always has been made in California, and this shows consumers they can take a bit of that California lifestyle home with them.”

The site, which was last overhauled January 2015 also includes detailed descriptions of the six collections currently in the product line, a page explaining the importance of the Aireloom Lift, and a dealer locator. There’s also an FAQ page that includes tips for consumers shopping for a mattress, and a variety of questions and answers about Aireloom mattress components, the hand-tufting process, mattress care, and the purchase of sheets and mattress protectors.

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About E.S.Kluft & Company: Based in Rancho Cucamonga, California, E.S. Kluft & Company’s two brands are Aireloom and Kluft. 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.

Kluft and Aireloom are owned by The Flex Group from Madrid, Spain. Founded in 1912, The Flex Group is the world’s top 10 global sleep products producer. It commands market leadership positions in Spain, Portugal, Brazil, Chile, the United Kingdom and the United States.