Bedding Market Slumped in 2019. Total unit shipments of mattresses, as well as stationary and…
NEWS RELEASE | SUMMER 2023 LAS VEGAS MARKET
RANCHO CUCAMONGA, Calif. – In a time when disruption is rocking the industry, E.S. Kluft and Company is sticking to their long-term strategy, focusing on the high-end bedding they are known for, and the strategy is serving them well.
“The interest in high-end beds and mattresses is still very strong, and this puts us in a very good position as luxury bedding continues to outperform the industry,” said Jon Stowe, managing director of E.S. Kluft & Company. “We’re continuing to stick to our core business, and that’s producing the highest quality of premium bedding products, as well as supporting our retail partners, providing exceptional service, and collaborating closely with our suppliers. It’s this strategy that has helped us maintain our position as a leader in the premium market during a time when the industry is working hard to overcome economic challenges.
“In addition, our third factory, centrally located in the Dallas-Fort Worth area, is now fully running and producing product. Our three fully operative factories allow us to reduce lead times for our retail partners and reinforce our commitment to exceptional service.”
E.S. Kluft will showcase its popular collections at the 2023 Summer Las Vegas Market. Visitors to Las Vegas Market, July 30 – August 3, 2023, can view a selection of the latest from the Kluft, Aireloom and Marshall Mattress brands in two showrooms at the World Market Center. Models from its Aireloom Preferred, Pacific Palisades, Karpen Natural and Aspire Hybrid collections will be featured in showroom C-1501 and the Kluft and Marshall Mattress lines will be presented in showroom C-1562.
“The products we introduced in January – the new high-end collections from Aireloom and Kluft, the Kluft low profile beds line, and the Aireloom and Kluft pillow programs – are now rolling out in retail and we’re receiving positive feedback from our retail partners,” said Magali Castillo, vice president of marketing for E.S. Kluft & Company.
“The new 2023 products in combination with the collections we introduced in 2021 are performing very well. These offer a mix of interesting aesthetics with a high-end look, exceptional comfort, and pricing that appeals to a range of retailers and consumers interested in quality bedding,” adds Castillo. “Our retail partners are telling us this product mix is working well for them, and consumer interest and sales are strong.”
Among the products featured in the E.S. Kluft showrooms at Summer Market, retailers will be able to view the newest Aireloom Karpen Luxury collection, the most luxurious line under the Aireloom brand, the new Kluft Divine Luxe bed as well as a low-profile beds line in the Kluft National collection. In addition, the new Aireloom and Kluft pillows will be on display.
Aireloom Karpen Luxury
This four-bed collection is the most luxurious for the Aireloom brand. It embodies the brand’s high-end essence and attention to detail for the ultimate in comfort.
Hand tufted, the Karpen Luxury models are handcrafted with the highest quality natural fibers, including cashmere, wool, silk, alpaca, and horsehair, as well as TerraPur™ latex and double layers of micro-coils. A cover made of luxurious Belgian Jacquard Damask completes the elegant look in this luxurious collection.
Karpen Luxury also offers an 8-way hand-tied foundation and the option for a luxury pad that features TerraPur™ Latex, wool, and cashmere fibers.
With different levels of firmness available, the collection is priced at retail from $8,999.99 to $10,999 (Queen size).
Aireloom Pillows Program
Queen-size pillows, which are priced at $249, and king-size pillows, which are priced at $299, in both low- and high-profile versions, are available in 2023. Suitable for all body types and sleeping positions, these pillows feature a premium memory foam insert for the ultimate support and comfort with a soft, moisture wicking, and temperature regulating Tencel™ fiber cover.
Kluft Divine Luxe (National Collection)
The Divine Luxe model completes the Kluft National Collection, introduced in 2021, as a masterpiece of the finest natural materials, traditional craftsmanship and meticulous attention to detail. Divine Luxe represents the most luxurious bed in the collection with all-natural materials and no polyurethane foams.
Featuring the patented Kluft Standard™ construction, Divine Luxe is made-to-order, hand-tufted and handcrafted with the finest natural materials such as cashmere, wool, silk, organic cotton, alpaca, and horsetail, as well as TerraPur™ latex and high density latex encased perimeter support. Carefully hand side-stitched and with the exceptional support of the original patented Marshall Mattress pocketed coil system, this bed offers a plush feel for ultimate comfort and the pinnacle of divine luxury. An exquisite Belgian Jacquard Damask cover completes the elegant and sophisticated look.
An 8-way hand-tied foundation is available with this model, adding to the ultimate sleep experience. Also available with this product is an exclusive luxury pad. Coupling the highest quality goose down with excellent design and workmanship, it completes this sleeping set to provide an extra layer of sublime comfort.
Kluft Divine Luxe is priced at retail at $38,999.97 for the set (mattress, foundation, luxury pad – King size).
Kluft Low Profile bed collection
Developed for national and international customers who are looking for a more contemporary look, the four Low Profile beds collection features profiles from 9.5” to 12” with different levels of comfort and firmness.
Handcrafted with natural materials like silk, wool, cotton, horsehair, TerraPur™ latex, and a cover made of elegant Belgian Jacquard Damask, the Low-Profile beds collection continues in the tradition of the Kluft brand, masterfully constructed with luxurious design work and attention to detail for an exceptional night’s sleep.
The Kluft Low Profile collection is priced at retail from $3,999.99 to $5,999.99 (Queen size).
The Kluft pillow features the ultimate in luxurious comfort and support. Filled with a combination of two of the finest natural materials – latex and goose down – this pillow adds to the most opulent sleep experience and provides the perfect complement to a Kluft mattress. Encased in a comfortable 400 thread count 100% cotton sateen cover and with a 700 fill power, this luxurious pillow is available in Queen size, at a retail price of $349.
Digital initiatives support retail partners during the busy summer season
E.S. Kluft is continuing to invest in digital initiatives to strengthen its online presence and support its retail partners.
This summer, during the busy Memorial Day to Labor Day selling season, E.S. Kluft is working together with key retail partners to develop and run local digital advertising campaigns designed to drive in-store traffic. These include multi-media campaigns with location-based display and paid social advertising.
E.S. Kluft is taking on the responsibility of managing the digital campaigns so its retailers can focus on their stores and selling mattresses to their customers.
“Our ESK team is working hard so we can continue to support our retailers during this busy season, help improve business and drive more traffic to their stores,” said Castillo. “This is helping solidify our current relationship and attract new accounts as well. Our commitment and overall strategies are paying off; we are healthy and growing in spite of the current challenges in our industry.”
About E.S Kluft & Company
Based in Rancho Cucamonga, California, E.S. Kluft & Company’s two brands are Aireloom and Kluft. Kluft is the most luxurious brand available through Bloomingdale’s and other prestigious retailers. Aireloom offers artisanal quality and legacy features such as hand-tied coils and hand side-stitching in the best-in-class category. These quality designs feature cutting edge, patented production methods. To learn more about Kluft and Aireloom product lines, please visit www.KluftMattress.com and www.aireloom.com.
About Marshall Mattress
Founded in 1900 by machinist and engineer James Marshall, Marshall Mattress is best known for its handcrafted luxury pocket coil mattress collections. Marshall invented and patented the original Marshall Pocket Coil, the first independent spring system designed to provide a unique, optimum, comfort and support environment for sleep. The company pairs luxurious materials – such as cotton wrapped and individually-sewn pocket coils, natural New Zealand wool, pure cotton and finely woven Belgian damask fabric – with new technologies and quality manufacturing. To learn more about Marshall Mattress, please visit www.marshallmattress.com.
About The Flex Bedding Group
E.S. Kluft & Company and Marshall Mattress are owned by The Flex Bedding Group from Madrid, Spain. Founded in 1912, The Flex Bedding Group is amongst the world’s top 10 global sleep products producers with production plants in Spain, Portugal, Germany, Brazil, Chile, the United Kingdom and the United States, and commands a leadership position in premium bedding.