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From Home Furnishing Business
Southerland Expands American Sleep Brand, Adds 5 Hybrid Mattresses
July 29,
2019 by Laurie Northington in Business Strategy, Industry 
Independent mattress producer Southerland has added a five-model lineup of hybrid mattresses to its popular American Sleep brand, debuting at the Las Vegas Market.
Called American Sleep Elite, the collection mimics the build of the company’s Signature Elite lineup to broaden the reach of the top-selling group.
Designed to retail from $1,599 to $1,999, the American Sleep Elite models are built around an 8-inch zoned wrapped coil system, and they include premium cushioning materials such as copper-infused memory foam and latex. Two of the new models also have a one-inch layer of MicroLuxe coils below the quilting layer.
“We’re committed to providing our retail partners with great products that resonate with consumers while protecting their distribution so that they remain competitive in today’s selling environment,” said Bryan Smith, president and CEO of Southerland. “American Sleep Elite offers a proven design that we know will sell.”
The two models with MicroLuxe coils feature a box top design and have a one-inch layer of copper-infused memory foam immediately below the layer of coils. The plush version also includes two layers of comfort foam, while the firm version has a single layer.
Models without MicroLuxe coils are cushioned with gel-infused memory foam and high-density comfort foam, and one model features a layer of premium latex.
All five models in the American Sleep Elite collection feature a premium Tencel cover, which improves moisture wicking because it is more absorbent than cotton, softer than silk and cooler than linen.
The new collection is on display at Southerland’s Las Vegas showroom, B-965.