Offering brick and mortar retailers a possible advantage over online competition, Symbol Mattress is introducing Luft, a well branded direct-to-consumer boxed bed program.
The hybrid boxed bed is made and sourced in the USA as well as specifically designed by Symbol to provide retail partners with a complete package: an affordable luxury product with strong marketing and branding to drive it.
Symbol President Mike McQuiston said, “We invested in building the Luft brand with the consumer first so that we could deliver to brick and mortar partners a high-quality product with credibility for plug-and-play retail success. It is based on a formula for profits for brick and mortar dealers by a company that has supported them from day one for over 60 years.”
Constructed of nearly 1,000 individually wrapped coils, Serene foam for pressure relief and support, multiple layers of temperature-regulating graphene infused and gel-infused foam, the Luft mattress is covered in a contouring breathable stretch fabric. It is offered in three firmness options designed to fit a range of body types and sleep positions. The queen mattress retails for $1,399 on its website. Plus, there’s Little Luft, a mattress built specifically for children and their growing bodies.
“When we set out to build the Luft mattress, we challenged ourselves to create the best bed from inside and out and one that we would all want and feel safe with in our own homes, for our own families,” said Mark Jannke, vice president of product development for Symbol. “And we had to make it affordable for families without compromising quality. We’re ecstatic with the results, and consumers agree.”
Luft has received endorsements and accolades from Olympic sprinter and three-time medalist Carmelita Jeter, professional dancer Lindsay Arnold of “Dancing with the Stars,” health and wellness expert Maria Emmerich, as well as a top online resource for families—CertifiKid, Elephant Journal.
“The explosive growth of the brand has been completely organic because Luft’s curated construction and multiple safety certifications have resonated with celebrities, elite athletes and health and wellness experts across the country, creating major marketing opportunities that will only continue to grow,” said Nicole Slinger, Symbol vice president of specialty sleep products.
Slinger said that in 2020, Luft will be the official rest and recovery sponsor for NFL and NBA draftees; it had been the sponsor for the 2019 NFL draftees. Luft will also be at the Golden Globes and ESPY Awards this year.