Natura Returns To Las Vegas Market With New Line-Up

Natura World, a natural bedding line featuring latex foam and a variety of natural fibers, is returning to the Las Vegas Market in January after a three-year absence.

East Windsor-based Blue Bell Mattress, the strategic manufacturing partner of King Koil, holds the U.S. license to produce Natura. As part of the deepening relationship with King Koil, Natura will be on display in the King Koil showroom, space A-538. Additionally, Natura products will now be available nationwide through that partnership.

“With its focus on natural components and a healthier night’s sleep, this brand has significant growth opportunities, and it is vital for us to show the line at the mattress industry’s most important trade show,” said Rebecca Gray, senior vice president of sales and marketing at Blue Bell. “It’s a unique selling story that appeals to traditional furniture stores, mattress specialty stores, and e-commerce players alike.”

Focusing on the brand’s remerchandised product line-up, the 2,500-square-foot Natura display will showcase 12 models targeting retail price points of $1,299 to $2,999 in a queen set. Six of the mattresses have foam cores and six are hybrid models with Talalay and Dunlop latex cushioning.

In addition, the display will include a wide range of sleep accessories, including pillows, mattress pads and toppers.

“In the face of competition from price-sensitive, low-end imports, this line gives retailers the ability to achieve healthy margins while selling better sleep,” said Natura World President Ralph Rossdeutscher. “And returning to the Las Vegas Market gives us the opportunity to gain market share by partnering with dealers who are looking for ways to boost traffic.”

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About Blue Bell Mattress Co.: Blue Bell Mattress Co. Inc., based in East Windsor, Conn., is the largest U.S. manufacturing partner of King Koil. Blue Bell sells King Koil branded and private-label innerspring and hybrid mattresses to bedding and furniture retailers serving customers in nearly 1,000 store locations from Maine to Florida, and as far west as Illinois. The company is also a licensee of Natura World. Founded in 1928, the company has factories in Connecticut and Michigan totaling more than 340,000 square feet. Boston-based Landon Capital Partners, a direct private equity investment group of the Landon Trust, acquired a majority interest in Blue Bell in 2017.