Magniflex Targets Younger Shoppers With New Boxed Bed

Magniflex is targeting younger, price-conscious consumers with the launch of its new Gino brand at the upcoming Summer Las Vegas Market. This one-model vacuum-packed mattress collection features its own branding and coordinating website strategically designed to capture sales from millennial consumers.

“Gino is a completely new brand for us, designed to target younger consumers who want a certain style and cachet at more modest price points,” said Billy Curtright, national sales manager for Magniflex. “Always monitoring consumer trends and analyzing our product line, it was time to add a model to our portfolio to reach the millennial consumer, a large population that is rapidly emerging as key target customer for the next 40 years. Gino is the culmination of this strategy as it fills both a price and style gap in our offering."

Gino is a single mattress offering. It comes in a 10-inch profile and medium comfort level – appealing to wide range of preferences. The mattress is constructed with the company’s signature memory foam and waterlatex. A silver Coolmax fabric cover provides cooling and restorative qualities, making the product both durable and comfortable. The mattress will be shipped in what is similar to a spaghetti box, keeping to its Italian roots and playful personality.

“Gino is not a ghost, nor a color,” Curtright continued, “but rather a brand that will enable our retail partners to have a distinctively stylish, Italian competitor with creative marketing tools to help them reach millennials more effectively.”

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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.