Bolstering its presence in the growing luxury bedding sector, Southerland is set to unveil its expanded Evolution Collection at the winter Las Vegas Market. The hybrid lineup now includes models targeting retail price points as high as $3,999 in queen.
Each of the three sleep sets in the new Evolution Luxe series features a luxurious quilted top for added cushioning and a layer of micro-coils near the surface of the mattress to provide additional support. By combining these premium components with copper-infused latex and memory foam cushioning, the company further elevates the phase-change covers that have been keys to the success of the existing Evolution lineup.
“Our Evolution Collection has been a success from day one because of its distinctive look and feel, and these new models take it to the next level with a more sumptuous feel,” said Bryan Smith, president and chief executive officer of Southerland. “Featuring some of the highest coil counts in the industry, the addition of MicroLuxe coil technology provides uniquely independent support for better sleep. The quilted top provides luxurious comfort that will continue to set the collection apart from other hybrids in the marketplace.”
While the existing collection’s retail price points range from $1,799 to $2,999 in queen, Smith said that expanding it to include price points as high as $3,999 make sense because of the increasing demand for domestically-made “affordable luxury.” The new models include plush versions of the Ebony and Twilight at the sink-into luxury tier price points of $2,499 and $2,999. The three new designs with MicroLuxe coil technology are all available in firm, plush and ultra-plush.
“This gives our dealers another way to combat low-margin imports,” Smith commented. “The demand for higher-end product isn’t slowing down.”