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From Home Furnishing Business
King Koil’s New Lineup Brings Triple AUSP’s for Retail Partners
June 25,
2019 by Laurie Northington in Business Strategy, Furniture, Industry, Mattresses, Product 
Global mattress producer King Koil has announced that retail partners who have been carrying its new Intimate, Extended Life and MHybrid collections have seen average unit selling prices of its line triple in value.
The lines, which range in price from $1,600 to more than $4,000 represent the re-mix of the King Koil portfolio orchestrated by David Long, its executive vice president of innovation and marketing, who joined the company last year. Long deployed luxurious fabrics and higher-end components into the mattresses to offer retailers a more compelling King Koil product than they had seen in years. Interest in the new lines were brisk following their introduction at the Las Vegas Furniture Market in January.
“Our retail partners embraced the new lines immediately and the sell throughs have been outstanding. We are showing these retail partners that they can sell higher-margin goods and how King Koil is increasing their overall store profits,” said King Koil CEO David Binke. “We are not talking about just incremental growth, but rather triple-digit gains that are helping retailers tremendously in a tough market.”
According to Long, the market for $2,000 to $4,000 mattresses is very good in many parts of the country. After designing and marketing luxury mattresses for several decades, Long sees ample opportunity for King Koil to continue to expand its portfolio in this segment of the industry.
“With the right products, support and training, every retail partner has the ability to breakout of the value segment conundrum and start realizing higher margins from luxury goods. We are going to continue to grow our line-up in this segment in response to the great results we have seen so far,” Long said.