Classic Brands Targets Younger Consumers With New X-Bed Collection

Taking a cue from athletic apparel trends, Classic Brands is unveiling a four-model mattress collection featuring a colorful, wicking fabric that delivers a cooler, drier sleep. The new X-Bed Collection will be showcased at the Summer Las Vegas Market alongside a wide-sweeping introduction of new, creative fabric technologies.

The X-Bed Collection features 12-inch profile mattresses available in hybrid, visco-foam, gel-visco or latex over polyurethane foam. The sporty, textural ticking is incorporated to be visually stimulating on the retail floor, as well as functional in its moisture wicking capabilities. Each mattress is available in four color combinations—purple and yellow; red and gray; sky blue and gray; and yellow and gray—that are based on today’s athletic footwear and apparel trends. The beds are priced to retail from $599 to $899 in queen, and can easily fit into an e-commerce program.

“The X-Bed Collection is a really upscale, hip-looking group of mattresses,” said Michael Zippelli, president and CEO of Classic Brands. “This collection will really resonate with the millennial consumer who is in the market for something unique and delivers on the promise of a solid night’s sleep. Each of these beds will definitely stop consumers in their tracks and make them take a look.”

Classic Brands is also helping to drive more vibrant point-of-sale conversations with a suite of new fabric technologies. Leading these introductions is the heat-absorbing Cool Gel Thermic fabric, which is not only cool to the touch but also darkens upon contact. “The fabric technology is unbelievable and very visual, giving RSAs a story to show and tell consumers the benefits of a cooler night’s sleep,” Zippelli explained. “Today’s consumers are more astute in their research and shopping, and Cool Gel Thermic gives retailers one more tool in their tool chest to capture a sale.”

In addition to the Cool Gel Thermic, Classic Brands will feature a selection of mattress and pillow fabrics that incorporate copper— shown to have anti-inflammatory properties, and silver—a metal that offers anti-microbial and wound-healing benefits.

“Today’s retail environment is tough, and our retail partners need creative product that stands out,” Zippelli continued. “By incorporating these innovative fabrics into our well-rounded product mix, we’re giving them an advantage over their competition.”