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From Home Furnishing Business

Classic Brands, Bloomingdale’s Unveil ‘Bed in a Big Brown Box’

Big Brown BoxSpecialty mattress producer Classic Brands has paired with Bloomingdale’s to create a private label bed-in-a-box program that seeks to appeal to the Millennial shopper with a high-style product.

Called “Bed in a Big Brown Box,” each box includes a specially designed Bloomingdale’s hybrid mattress, sheet set and pillow(s). The hybrid mattress features foam-encased micro-pocket coils and gel memory foam with a quilted silver-infused cooling fabric.

Packaged in Bloomingdale’s signature Big Brown Bag aesthetic, the box is shipped to the consumer’s doorstep with a five-year mattress warranty. The Bed in a Big Brown Box retails for $999 in queen, and mattresses also are available in twin, full, king and California king sizes.

“After a quick six-month development process, we are incredibly excited and honored that our company has been chosen to be the manufacturing partner to introduce this product,” said Michael Zeppelli, president and CEO of Classic Brands. “This is a great opportunity for us. Bed-in-a-box is a fast-growing category, and we believe it will be a major part of our portfolio in the near term. We are thrilled to play a large role in an industry first.”

Currently, the beds can only be purchased online, but the company is set to test in-store purchasing options in more than 20 retail locations. Those select stores will have queen mattress displays in the bedding departments allowing consumers to rest test and have the products shipped to their homes.

“The box is really everything you need to rest easy in one convenient package,” said Zippelli. “The Bed in a Big Brown Box ships complete with a Classic Brands mattress along with a sheet set and pillow set so you have everything you need for a good night's sleep.”

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