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From Home Furnishing Business
Classic Brands Unveils 1st Adjustable Base for Side Sleepers
September 16,
2019 by Laurie Northington in Business Strategy, Industry 
Specialty bedding producer Classic Brands has announced the launch of its new adjustable base suitable for side sleepers, targeting about 80 percent of the U.S. population.
The new base, an industry first, features a patent-pending setting that slightly raises the head and foot simultaneously, which relieves pressure on the lower back, hips and shoulders for side sleepers
“This breakthrough technology is the answer to one of the biggest objections heard by retail sales associates,” said Mark Owen, executive vice president of sales and business development at Classic Brands. “Most consumers don’t sleep on their back, so they don’t believe an adjustable base would improve their sleep quality. But this setting we have developed for side sleepers is very demonstrable and will improve the attachment rate when a consumer buys a mattress.”
The side-sleeper position is one of several pre-programmed settings that are included in the new adjustable base, which retails for $999 in queen and also includes features such as massage, USB ports and multi-colored underbed lighting. The user can program up to three additional settings of their choosing.
Owen said the new setting, in effect, creates a zero gravity position for side sleepers because it alleviates common pressure points on the hips, shoulders and lower back, which will result in improved sleep.
“The health benefits from sleeping in this position, including better circulation and less tossing and turning, are long-lasting,” said Owen. “Once a consumer begins using an adjustable bed base, they will never want to go back to a traditional flat bed.”
Classic’s newest adjustable base is part of a 6-model lineup that received overwhelmingly positive reception from dealers at the recent Las Vegas Market. Retail price points range from $399 for a model with an adjustable head, to $1,999 for one with an adjustable head and foot, multiple pre-programmed settings, and an array of other features that can be voice-activated through Amazon Alexa or Google Home.
The bases will be stocked in the company’s two U.S. warehouses, and they can be shipped via FedEx and UPS.