E.S. Kluft & Company will unveil a redesigned and expanded Aireloom Preferred Collection at the winter Las Vegas Market, giving retailers more options to address growing consumer demand for luxury bedding. The updated collection has a new design and additional models that extend its retail price points above $5,000 in queen.
“E.S. Kluft & Company created the luxury category in America and has always been able to identify trends in the marketplace. Consumers want to see more options in higher-end goods and we worked closely with our dealers to refine what these offerings would be,” said Magali Castillo, E.S. Kluft & Company vice president of marketing. “The Preferred Collection has been a good performer for us, and we are making the line better with these new additions.”
The expanded Aireloom Preferred Collection will be on display in E.S. Kluft & Company’s redesigned Las Vegas Market showroom. Designed in collaboration with an international architect, the showroom will feature a refreshed Aireloom brand image and display the line in a more retail-like setting that conveys the luxury image of the brand and creates demand as an aspirational purchase.
The company will also showcase a variety of new product and lifestyle photography, as well as a new brand commercial, for retailers to incorporate into their bedding showrooms.
“We’re spotlighting Aireloom’s heritage as a California-designed luxury brand but adding a modern twist to show that it is suitable for consumers of luxury goods in all demographic segments in all regions of the country,” Castillo said.