After a successful soft-launch at the summer Las Vegas Market, Carolina Mattress Guild is preparing to debut their new national collection, CRaVE, at the fall High Point Market.
This roll-out of the CRaVE collection includes a line-up of 14 mattresses at sought-after price points, ranging from $399 up through $1,899 in queen. All of the beds in the collection feature an encased innerspring system and, with the exception of the two starter models, wrapped coil cores. Using a Good-Better-Best program, the CRaVE line-up offers easy-to-understand step-ups (including foundation upgrades and the addition of handles, gel-visco or gel-infused latex) to help retailers maximize their sales.
At the “Best” end of the spectrum, the top four models utilize a unique, zoned wrapped-coil unit with a steel coil perimeter encasement. This exclusive perimeter system is a sturdier and more durable alternative to traditional foam encasements. Additionally, the top mattress in the line (the IS-R model) features a mini-coil unit in its box top, offering a unique coil-on-coil story.
The debut of the new CRaVE innerspring collection and its vibrant branding marks the next step in Carolina Mattress Guild’s new large-scale effort to create a consolidated brand portfolio that appeals to the national market. Beginning in December 2014, CMG will be paring down its wide variety of collections to offer retailers a more unified, easily-identifiable grouping of lines. This decision to consolidate allows the brand to stand out with a straight-forward, logical portfolio, simplifying the retail sales process for their partners.
Future plans for CRaVE include line extensions for both the latex and memory foam models, as well as a catalog of bold, attractive point of purchase materials for retailers.