E.S. Kluft & Company and Aireloom Mattresses Deliver Luxury (and Higher Margins)
Earl Kluft understands that a mattress is one of, if not the most, important part of a home. This understanding comes through not only in the quality of his mattresses but also in the way he helps and encourages his retailers to sell his company’s products to the luxury market.
Beginning at age 14 in the sewing room of his family’s mattress company, DeLuxe Bedding Co, Kluft moved from the manufacturing floor and shipping department into administration, sales, and finally management. He grew up learning each element of the business and took those experiences with him as he moved from each position within the company. As he learned the business, his passion for mattresses and the industry developed organically. It drove him to begin manufacturing luxury, high end products, with an eye to what customers wanted. Unsurprisingly, this passion translated into an attention to detail, starting with carefully chosen raw materials and executed with the craftsmanship of each stitch.
Today, E.S. Kluft & Company ensures each mattress produced meets their and customers’ high expectations. Be it the “Beyond Luxury” Sublime or the Natural hybrid Lux Top, Kluft makes a point to personally comfort test every prototype and sometimes even individual mattresses leaving his factory. With whole-hearted support behind his products, E.S. Kluft & Company extends the belief in the mattress and trust for quality to the retailers selling them. As a third generation mattress manufacturer, E.S. Kluft & Company President and CEO Earl Kluft created a new generation of mattresses complete with optimal pressure relief, luxury, and support. Each handmade mattress includes exceptional outer fabrics, specifically designed quilting, filling materials and coil systems to offer the greatest mattress for your comfort and health. With Kluft’s uniquely designed mattresses, retailers can offer their customers a variety of luxury, at various price points, from the E.S. Kluft Sublime to the Kluft and any of the extensive Aireloom lines.
In understanding that there are different mattresses for different customers with a range of expectations, the company works with retailers to ensure they carry the collection that works best for their market. As consumers research different technologies, choices, and types of mattresses at luxury price points, many arrive at retail stores to view a specific brand or mattress and are committed to purchase based on the product descriptions and reviews they researched online.
The Aireloom brand is available at multiple price points in the premium, luxury and ultra luxury market. Purchased by E.S. Kluft & Company in 2004, the creation of the new generation Aireloom mattresses include the company’s exclusive patented design and allow for optimum pressure relief and support. This exclusive design utilizes an open chamber design with English outer tufting, that out performs all conventional pillow top and euro top constructions. It eliminates the need for an innerpanel, which typically causes a drum effect that acts as a barrier between the coils, the comfort and upholstery layers and the sleeper. By using the finest raw materials including rich layers of cotton, joma wool, or latex foam, proprietary premium foams like inergia, Kluft and Aireloom mattress lines meet, if not exceed, sleepers’ expectations.
With a range of options to choose from, be it the Aireloom Hybrid Bamboo, Luxury Latex,or Hybrid Organic Cotton, customers can select a mattresses that offers support, firmness, pressure relief, and at least a 10 year warranty that also fits within their budget. With increased customer satisfaction, higher retailer profits, and luxury products Kluft understands the industry and how by offering the same handmade craftsmanship and patented design at more price points retailers can sell more beds.
In addition to offering a range of high quality mattresses at competitive prices, E.S. Kluft & Company goes above and beyond to offer retailers options to please even the most discerning customer. In January, the company began offering luxury comfort toppers within its highest price mattresses. Luxury Toppers will now be available for many mattresses within a variety of the E.S. Kluft & Company lines including the new adjustable friendly A3, Madeline, and Aireloom monogram collections. Kluft’s Comfort toppers allow shoppers to customize the feel of their mattress while increasing sales for retailers and increasing satisfaction for consumers.
“Multi-piece ultra luxury mattress sets have been very successful in Europe and based on our leadership role in luxury, will only continue to grow stateside. By presenting consumers an additional comfort choice, we are able to better fit their needs,” Kluft explains. “When purchasing a king set, a couple might even select two different toppers or middle mattresses or both for varied firmness therefore accommodating both sleepers in the same bed. This will be the most flexible sleep system in the US.”
This keen observation and innovative approach has brought E.S. Kluft & Company to the forefront of the bedding industry. With a successful business at Bloomingdales, and with the award of the Macy Hotel Collection, the company moved forward expanding by adding an East Coast manufacturing plant to its already present West Coast location. This new facility will enable them to support quicker delivery to Bloomingdales, Macy’s, Haynes, Art Van, Nebraska Furniture Mart, and other key retail stores in the eastern half of the US.
“Our Kluft and Aireloom brands are so unique that there has been growing interest, from high-quality retailers, who have wanted to carry the brands but were hesitant to make a commitment because we were only producing in California. This new facility changes that as we can now very efficiently and effectively service these exciting accounts. It will open many new retail doors for us,” said Kluft.
As more companies cater to the luxury category, E.S. Kluft & Company and its popular Aireloom and Kluft brands stand out with continued innovation, marked design, handmade craftsmanship, and quality. Whether a retailer carries one or multiple collections from the company’s expanded options, with extended national reach, E.S. Kluft & Company’s commitment to providing luxury at many price points allows retailers to increase profits.
Visit www.kluftmattress.com or www.aireloom.com.