Mattress manufacturer and licensing group King Koil Mattress Co. increased its private label business over the past several months as retailers seek to build out their floors with more luxury product.
“Retailers see that the luxury mattress consumer is not as negatively affected by the economy as other demographic groups and they want to add more upscale product to their floors to meet that market demand. While they are adding additional King Koil SKUs as well, we are also seeing a trend where they want to create a private label line where they curate their own product and even increase their margins a bit,” said David Binke, CEO of King Koil Mattress Co., headquartered in Avondale, Arizona. “The bottom line is that they are putting more luxury product on their floors, which is both good for their business and ours.”
According to the company, most of the brand’s private label work includes hand-assembled button tufting and self-welts, quilt panels featuring Joma wool and Talalay graphite latex for pressure-relieving comfort that wicks away moisture and heat. The products also use a Flexecore core unit from HSM. Part of King Koil’s move toward becoming a leader in the sustainability movement, Flexecore’s 3,000 microcoils are individually pocketed for comfort and use a glue-free system, making them 100% recyclable. Microcoil merchandising options offer coil counts to 7,000. The private label products have been selling at retail for $1,999 to $3,499 in queen.
“It is very exciting to see the luxury category expanding on retail floors. Giving consumers more choice and options will only continue to grow this profitable segment for dealers,” Binke added.
