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From Home Furnishing Business

Mattress Producer Kluft Unveils ‘Shop-in-Shop at Bloomie’s

Luxury mattress producer E.S. Kluft & Co. has unveiled its 2,000 square-foot “shop-in-shop” inside Bloomingdale’s flagship Manhattan store.

The new shop uses stunning graphics, rich color hues and brass-colored accents to convey upscale city living with its uber-luxury bedding brand.

Featuring with a 75-linear-foot illuminated photo of lower Manhattan as a backdrop, Narragansett Green and a brass logo and accents, The Kluft-branded lightbox will be changed out frequently to highlight other city landmarks, including Central Park, throughout the year.

“We’ve succeeded in creating a space that delivers upscale, refined elegance,” said Dominick Azevedo, executive vice president of sales of E.S. Kluft. “The beauty of the Bloomingdale’s showcase is that the presentation can be interpreted for other retail partners, and we’re eager to help elevate the standard of mattress retailing with them, as well.”

Working with Bloomingdale’s visual display and home furnishings teams, Kluft designed the space as a comfortable retreat for experiencing its luxury mattresses.

“Our two distinct brands speak to very different consumer groups, and each tells a different story,” said David Long, vice president of marketing. “Our new presentation in the New York Bloomingdale’s helps translate the story of luxury and beauty. It only makes sense that the world’s finest beds be presented in an upscale manner.”

The Kluft Signature Collection and Royal Sovereign mattresses on the Bloomingdale’s floor are also displayed on a lineup of exclusive micro-coil adjustable bases that developed in collaboration with Reverie. The strategy builds on the belief that mattresses shown on power adjustable bases tend to increase retail tickets as consumers often opt to buy the base along with a new mattress.

In addition, each mattress is shown with a Kluft upholstered headboard.

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