Independent mattress manufacturer Gold Bond Mattress has seen an uptick in sales of its juvenile collection from consumers and interior designers amid the revival of consumer interest in vintage bedroom furniture.
According to a news release, the Hartford, Connecticut-based brand’s juvenile lineup, Natural Support 2.0, was created with pink and green borders to appeal to young children and teens shopping with their parents. The collection has also caught on with older adults, who like the lower mattress profile that makes getting into bed easier.
But as design trends like cottage core and modern farmhouse emphasizing vintage looks continue to find favor among consumers, company officials say the line is resonating with consumers and interior designers drawn to the vintage aesthetic.
With a height of only 8 inches, Natural Support is a better fit for vintage bed frames, which typically cannot accommodate the taller, thicker mattresses on the market today, which average 10 to 14 inches in height.
“We know many consumers have bedroom furniture that has been passed down over generations, or a vintage bed caught their eye while antiquing and they fell in love with it. What they typically don’t love, however, is finding out they have to have a mattress custom-made to fit the furniture piece,” said Bob Naboicheck, CEO of Gold Bond.
For many, the solution is choosing a juvenile mattress that offers the same quality and support as standard-size options. Gold Bond’s Natural Support 2.0 is crafted using the same components found in the brand’s larger mattress offerings, including GOTS-certified organic fabric, natural latex, high coil counts and antimicrobial, hypoallergenic cotton-based fabrics. The Natural Support 2.0 collection retails from $399 to $799, the news release said.
“Not only does our juvenile line feature the quality materials that we are known for in our other lines, but when combined with the lower height of the mattress, it becomes an easy choice for older consumers who are looking for a bed that’s easy to get in and out of as well,” Naboicheck said. “For this reason, we encourage our sales team to show the line to every customer, and we emphasize this point in sales training with RSAs in store.”
According to Randi Schachter, chief marketing officer and fourth-generation family member at Greenfield, Wisconsin-based Biltrite Furniture, carrying Gold Bond’s juvenile line has proven to be very profitable for their customer base, selling both to its intended target audience, as well as those outfitting vintage furniture.
“Our RSAs enjoy showing the Gold Bond 200 series juvenile line to all of their customers, as the brand story is unlike any other,” Schachter said. “We have also seen an increase in purchases with this line among older customers, especially those who are downsizing and are more used to a lower-profile mattress or have an older bedframe. We are happy to be able to solve the problem for them while continuing to spread the Gold Bond story.”
