Diamond Mattress Co-Creates Private Label for Miskelly



Top 100 furniture and mattress retailer Miskelly Furniture has partnered with Diamond Mattress on its first private label mattress program, launched last month in its seven stores across Mississippi.

The new Miskelly Sleep program is designed and merchandised to satisfy a wide range of sleep preferences and household budgets. Three collections of hybrid and traditional mattress models offer a range of feels and profiles, materials and components, and retail price points up to $3,999.

Diamond and Miskelly co-created a full-breadth program that includes:
A cool sleep line with performance wicking cover and copper-infused foam
A step-up cooling collection using conductive yarn technology and titanium-infused memory foam
A natural and organic line with GOTS-certified organic cotton and natural latex
A premium line featuring hand-tufted Tencel fabric, natural latex, and zoned, nested wrapped coils and micro-coils.

“There were so many things that made this work, but the symmetry between our business and Diamond made a lot of sense,” said Caleb Miskelly, chief retail officer. “We are both multigenerational family businesses that know the importance of taking care of people. We expect this to be one of our top brands on our floor, and we have already seen an encouraging start to what we believe to be a long partnership.”

Meanwhile, Diamond has continued to grow its custom private label business by offering a wholistic approach to building a successful program that includes interactive in-store and online training tools, sleep education that adds value to the sales conversation, and comprehensive branding and marketing support.

“Foremost, our partnership with Miskelly means a great deal to us because they are a family-owned organization with core values that align with ours,” said Shaun Pennington, CEO of Diamond Mattress, based in Rancho Dominguez, California. “It is also important because it puts us in a new territory, facilitating our continued expansion strategy.”