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From Home Furnishing Business

Aireloom Revamps Website

Luxury mattress producer E.S. Kluft & Company has re-designed its website for its high-end Aireloom line.

The site features a pair videos that emphasize a California aesthetic and focuses on the components that go into the every Aireloom mattress. One video also highlights the handmade construction process and shows the line’s signature Pacific Plaid cotton border. 

Each video ends with the tagline, “For those who dream of California, feel the Aireloom Lift,” which is the patented process that elevates the support and comfort layers through a natural chamber between the springs and the Aireloom mattress top.

“We wanted to give the site a more contemporary feel, and the new videos and updated graphics accomplish that, while emphasizing Aireloom’s position as an exclusive, hand-crafted luxury brand,” said David Long, vp of marketing for E.S. Kluft. “Throughout its storied history, Aireloom always has been made in California, and this shows consumers they can take a bit of that California lifestyle home with them.”

The site,, which was last overhauled January 2015 also includes detailed descriptions of the six collections currently in the product line, a page explaining the importance of the Aireloom Lift, and a dealer locator.

There’s also an FAQ page that includes tips for consumers shopping for a mattress, and a variety of questions and answers about Aireloom mattress components, the hand-tufting process, mattress care, and the purchase of sheets and mattress protectors.

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