Daily News
From Home Furnishing Business
Kingsdown Uses Fashion-Forward Looks to Appeal to Consumers
September 26,
2018 by Jane Chero in Business Strategy, Industry 
Mattress major Kingsdown is taking a cue from fashion runways to boost sales at retail. The manufacturer has included woven paisley, polka dots and other color combinations to its latest product lineup, including its luxury Vintage Collection and moderately priced Passions Collection.
As part of a new merchandising strategy, coming on the heels of the recent merger with Kingsdown Canada, the company is focused on designer looks. Working in conjunction with the merchandising and design team in Canada, Kingsdown has added splashes of navy, blue and gray, black and red accents to its mattresses. Inspired by paisley ties, pocket squares and the ever-trendy polka dot patterns, the nod to fashion runs throughout the company’s lineup.
“We’ve created a fashionable, color explosion that is supported by great design throughout the Kingsdown line. Our design team has enhanced the specifications of many of the products we had before and dramatically enhanced the aesthetic. Going forward, we’ll be producing anything but an off-the-rack look,” said Frank Hood, president and CEO of Kingsdown.
The Vintage Collection features a silky white cover with a random, woven paisley pattern in a contrasting deep gray. The mattress borders of each model offer a rich, block stitch for added eye appeal. Tape-edges were designed with a larger, tailored flange design for an opulent finish.
The Passions Collection was redesigned to feature striking borders reminiscent of a dressy men’s pocket square in gray, blue and white, and an alternative border design in white with navy polka dots. The contemporary looks offer a distinctive look for the popularly priced collection.
“Our No. 1 goal with the redesign of these collections is to be unique and different,” Hood said. “The tie breaker in today’s marketplace is going to be style, and these new designs will definitely stand out.”