Classic Brands Rolls Out First Turn-Key Omni-Channel Program

Long known for bringing many firsts to the mattress industry, Classic Brands is innovating once again with its new four-model Hybrid Infinity Collection. A first of its kind, the new turn-key, omni-channel bedding program is launching at the winter Las Vegas Market.

“This is the first time anyone in the industry has curated a turn-key model like this,” said Mark Owen, executive vice president of sales and business development for Classic Brands. “The program is especially significant for retailers who have been challenged launching their own ecommerce or bed in a box program. This solution enables them to essentially plug and play a program that is proven to be a success.”

Classic Brands developed the collection in collaboration with Sit ‘n Sleep, a leading mattress retailer based in Los Angeles; Hybrid Infinity has been selling online and in the retailer’s 39 stores for the last nine months. Working hand in hand with Sit ‘n Sleep, the Classic Brands’ product development team created the Hybrid Infinity Collection to target omnichannel shoppers and to give the retailer a competitive edge over e-commerce bedding brands. In addition to the four-bed line-up, the collection is supported with a branded, dedicated website, and a strong social media presence on Facebook and Instagram.

“Since its debut earlier this year, Hybrid Infinity continues to post significant incremental retail sales gains and contributions to strong bottom line margin growth,” added Owen. “Our collaborative approach in working with the Sit ‘n Sleep team to develop the collection and the marketing support behind the brand allows us to bring the Hybrid Infinity to market confident in its consumer appeal and retail success. Capturing both in-store and online sales, the collection is appealing to existing Sit ‘n Sleep customers, as well as bringing new ones into the stores. The collection’s success prompted us to bring the winning formula to a broader reach of retailers.”

Designed to with 11- and 12-gauge wrapped coils, specialty memory foams and cooling covers of phase change material, the beds are priced to retail from $899 to $1,499 in queen. The mattresses range from 10-inch to 15-inch profile and are packaged in Classic Brands’ signature bag for easy delivery or cash and carry by consumers.

“We’re thrilled with the success of the Hybrid Infinity line in our store network over a relatively short period of time,” said Nelson Bercier, president of Sit ‘n Sleep. “The collection continues to resonate with our consumer base providing the sleep experience they’ve been looking for. Working in conjunction with the Classic Brands team to develop the product and the marketing program to support it allowed us to pull consumer intelligence in what people want in their bed and in the shopping experience.”