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From Home Furnishing Business

Classic Brands “Urban Loft” Highlights Extensive Bedding Program

Specialty bedding manufacturer Classic Brands put the focus on its good-better-best mattress lineup, as it unveiled its Urban Loft moniker at the recent Summer Las Vegas Market. Urban Loft ties together Classic Brand’s growing, innovative mattress offerings.

Urban Loft includes the company’s Hybrid Black, Hybrid Blue and Specialty lines.

According to Michael Zippelli, President and CEO of Classic Brands, “Urban Loft is a good, better, best product story.”  “It’s not just one product, but a complete family of mattresses that provides retailers with an understandable story that is easy to merchandise around on the sales floor.”

The company’s three-mattress Hybrid Black line sits at the upper end of Urban Loft with its construction featuring a robust 1,272-coil count of six-inch encased micro coil spring unit. Available in 12-inch, 13-inch and 14-inch profile models, the mattresses offer a superb combination of encased coils, memory foam and latex. The highest profile model packs a layer of gel-infused memory foam and a layer of latex foam atop the coil base. Each mattress is dressed in a quilted, upscale knit cover for a luxurious look and feel. Queen mattresses are priced to retail from $899 to $1,199.

The mid-tier segment of Urban Loft will spotlight the company’s three Hybrid Blue mattresses dressed in white with blue highlights. The construction story offers a 768-encased coil spring unit with 12-inch, 13-inch and 14-inch profile heights to retail from $799 to $999 in queen.

Urban Loft Specialty features a 9-inch visco, 10-inch latex and visco and an 11-inch profile featuring cool gel visco priced to retail from $499 to $699 in queen. Each of the beds are part of Classic Brands’ e-commerce friendly bed-in-a-box selection. One model features memory foam and latex atop a poly-foam base core and is available in either plush or firm comfort levels. The other model offers a layer of phase-change gel over memory foam, both of which rest on a poly-foam core.

Urban Loft Hybrid Blue offers a cushion-firm feel from 768 standard pocketed coils in three profile heights – 12, 13 and 14 inches – priced to retail from $499 to $899 queen.

Urban Loft Specialty includes the company’s bed-in-a-box line with a good-better-best story.



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