Italian bedding manufacturer Magniflex is adding an entry-level mattress to its Toscana collection of high-end bedding. The new Cotton Lux 10 is aggressively priced at $1,899 as a more affordable alternative for consumers who want the health benefits of an eco-friendly mattress produced using sustainable processes. It will be formally launched at the Las Vegas Market in April.
Sustainability at an approachable price
As with the other mattresses in the Toscana line, Magniflex is targeting the consumer demographic that prefers eco-friendly and sustainable products with the Cotton Lux 10. These shoppers have shown their preference for mattresses without toxic chemicals and non-certified foams and fabrics. The Cotton Lux 10 affords Magniflex the opportunity to reach more of this demographic with a mattress that carries an affordable price tag.
“Many consumers want the health benefits of mattresses with certified organic materials and non-toxic foams, but have stayed away from the category because the prices were too expensive. We have a tremendously talented design and sourcing team that enabled us to bring to market an organic mattress at a virtually unheard-of price in America,” said Billy Curtright, national sales manager for Magniflex USA.
Cotton Lux 10 is one part of the brand’s Toscana lineup
The Cotton Lux 10 joins the Cotton Grande Dual 12 and the Cotton Caress Dual 9 in the Toscana lineup. The cotton used in the cover is certified as organic by the Global Organic Textiles Standard (GOTS) and by OEKO-TEX, two of the world’s most prestigious organizations which provide these certifications. The bed’s interior is structured with Memoform, Magniflex’s signature pressure-sensitive performance memory foam, which is designed to contour to the body all night long; and with Airyform technology, consisting of channels throughout the mattress core designed to increase air flow through the mattress, thus enhancing breathability and creating optimal dispersion of moisture and heat.
The new, more affordable model is perfect for ecommerce as well as in-store shopping
Curtright said the Cotton Lux 10 will be geared toward Magniflex’s current brick-and-mortar retailers and at dealers with a strong online presence. The latter group has shown a preference for the company’s ability to deliver an eco-friendly mattress in a roll-pack for easy shipping, he added.
About Magniflex: Magniflex was founded nearly 60 years ago in a suburb of Florence, Italy, and today more than 35 million people in 99 countries sleep on Magniflex mattresses. Known as a world leader in quality, comfort and innovation, Magniflex was the first mattress company in the world to gain certifications from OEKO-TEX®. The company’s central manufacturing facility produces up to 10,000 mattresses a day, many of which are exported to countries such as Japan, Spain, Germany, Russia, the United States and Canada.