Symbol Mattress is expanding its high-end offerings with the launch the J. Beckon Collection at the winter Las Vegas market. The new two-bed collection was designed to redefine affordable luxury for retailers.
“The driving force behind J. Beckon was to develop a product and brand that conveys luxury while giving our brick and mortar retail partners built-in margins they have not seen with this caliber of product,” said Mark Janke, Symbol vice president of product development.
The distinct J. Beckon Collection is constructed to combine luxury with health and wellness. It features natural Talalay latex, copper infused foam, Serene foam, zoned Quantum coils and a premium fabric cover, offered as plush or luxury firm. The retail price ranges from $999 to $1,999 in queen.
To further engage retail partners and consumers, Symbol has created the J. Beckon brand separate from Symbol—and built its own website with content. The brand experience is aimed at delivering the “RH lifestyle” at more accessible price points.
“We recognize that differentiating product has become increasingly difficult and there’s a prevailing race to the bottom,” said Nicole Slinger, vice president of specialty sleep products. “Symbol is focused on giving our retail partners a way to go up, not down, by continuously innovating at every level from product development to branding and marketing to offer higher margins and promote growth for our dealers.”