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From Home Furnishing Business
Classic Brands Launches Sleep Accessories Line for Mass Merchants, Big-Box Stores
March 14,
2019 by Laurie Northington in Business Strategy, Industry 
Specialty mattress manufacturer Classic Brands has curated a lineup of sleep accessories specifically targeting big-box retailers and mass merchants, a growing retail channel for sleep products.
Classic Brands will showcase the streamlined product mix at the New York Home Fashions Market, March 18-21.
Classic’s showroom will highlight pillows and mattress protectors from its new Roost Collection. The pillows, which coordinate with a four-bed mattress collection, feature an MDI memory foam core that retains its softness in all types of weather and recovers faster than other types of memory foam.
Roost is part of a showroom lineup that includes Classic Brands’ expansive line of sleep accessories, as well as a sampling from its lineup of bed frames, furniture and select mattresses.
“The strength of our product line it its diversity, topped off by our ability to ship direct to the consumer or to the dealer’s distribution center,” said Michael Zippelli, CEO. “We believe our unparalleled global sourcing, scale and agility are attractive to retailers across a variety of distribution channels.”
A pioneer in boxed bedding, Classic Brands’ entire mattress line can be roll-packed and shipped in a box.
“We see great growth opportunity for sleep products within the mass merchant and big-box retail space,” Zippelli said. “Using our knowledge of what consumers are buying across a myriad of retail channels, we culled the best of the best and created a unique product offering for the Home Fashions Market that we’re confident will be successful in these stores.”
Zippelli said the company’s inaugural showing at the fall market opened up a number of new retail accounts that don’t typically shop the markets in High Point and Las Vegas.
Sponsored by the Home Fashion Product Association, the Home Fashions Market takes place each March and September, and features exhibitors in 15 showroom buildings in New York City’s Flatiron District. It focuses on home textiles and is aimed at larger retailers.
Classic Brands’ 1,500-square-foot showroom is in suite 1100 of 230 Fifth Avenue.