Southerland is introducing a redeveloped American Sleep line at the summer Las Vegas Market, providing retailers with a wider range of distinct branded options. The revamped line includes hybrids and two-sided mattresses, and will serve as a companion collection to the company’s popular Signature collection— with the same price points and added features such as perimeter-edge support to allow retailers to differentiate the line on retail floors.
“As an independent manufacturer, we can offer our retail partners the opportunity to expand their assortments with exclusive brands that appeal to a broad spectrum of consumers,” said Bryan Smith, president and chief executive officer of Southerland. “Through the years, American Sleep has been one of our most successful brands, gaining placement at specialty sleep shops and national retailers alike. This relaunch allows us to further extend our placements with retailers within the same geographic area that already carry our Signature collection, offering them an alternative brand that maintains the quality, customer service and value that Southerland is so well known for.”
The new American Sleep line features perimeter-edge coil systems with enhanced edge support. This has become a highly popular feature with both retailers and consumers because it bolsters the mattress’ durability by supporting its structure and keeping its components intact for years to come.
Other key benefits offered by the relaunched line include newly styled ticking— with a more contemporary design and cooling technology—and the use of cooling memory foams and latex in the build. All of the beds in the American Sleep brand can be used on adjustable bases, allowing consumers to customize their individual sleep experience. This also gives retailers who have observed the increase in attachment rates for adjustable bases and mattresses a means to merchandise both products on their floors.
American Sleep by Southerland consists of 43 models in four separate collections. The American Sleep grouping has eight styles priced from $699 to $1,699. The American Sleep 2-Sided line encompasses nine styles and is priced from $799 to $1,499. In the American Sleep Gel group are four styles, ranging in price from $999 to $1,999. American Sleep Gel Hybrid has six styles and is priced from $999 to $1,999. All of the beds in these groups deliver perimeter-edge support through a combination of coil systems and high-density foam layers positioned along the edges.