As industry trade shows continue to be postponed, mattress manufacturer King Koil has devised a new program of private, curated open houses for retailers to tour its new manufacturing facility and showroom in Arizona. The open houses will take place during the first two weeks of February and give retailers the opportunity to preview new products and tour the company’s 90,000-square-foot manufacturing facility, which opened in 2018. The company is taking all necessary steps to abide by health and safety priorities.
“Many of our retail partners must have their new product decisions made in time for Memorial Day, and waiting for a Las Vegas Market that may or may not occur in April will be too late for their planning. Even if there is a Market, some retailers may not even come because they are uncomfortable in a setting with large numbers of people,” said David Binke, chief executive officer of King Koil. “Our team came up with a creative and safe way to serve our customers and allow them to complete their planning in a timely fashion. These open houses enable us to curate individual retailer tours of the plant and presentations of product in our showroom that addresses their specific needs. We are getting a great response after only a few days of invitations going out.”
The company said that holding the event over a two-week period allows it to host smaller, private tours to better address safety protocols and allow for social distancing. Binke said King Koil will structure these visits to minimize the chance of exposure to COVID-19, arranging private appointments, spacing out the retailer tours, putting up retailers in multiple hotels in the area and following all social distancing and face-covering requirements.
Among the new products King Koil will display during the open house will be the revamp of its Intimate program, which will encompass two new covers and upgraded specifications, including the addition of more natural materials. Also, the company will present the relaunch of its Xtended Life mattress collection. Aimed at reinforcing the relationship between rest, renewal and luxury, the revamp adds a fresh new look to the three-bed program. New specifications and designs will also be added to iMotion by King Koil, a collection of adjustable bed bases, which provides retailers with a premium option for the adjustable bed base category.
In addition to the new and upgraded products, the company will also unveil a new split-king retail display for its popular Smartlife Mattress line, which is designed to adjust to body shape, weight, sleep position and consumer preferences. A new national television advertising campaign for the Smartlife collection will also make its debut during the private two-week event.
About King Koil: A leading global mattress manufacturer, King Koil supports more than 25 licensees in more than 80 countries where King Koil mattresses are manufactured and sold. Headquartered in Avondale, Arizona, the company has a long, rich history that reaches back to 1898 when Samuel Bronstein founded United States Bedding in St. Paul, Minnesota. What started out as six employees in a small factory has continued to grow. During the 1930s, U.S. Bedding improved the bedspring and was looking for a new name for its product. From there, the King Koil name was born.