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From Home Furnishing Business
Mlily Expands Popular Line to Include Value-Priced Options
June 8,
2020 by Laurie Northington in Business Strategy, Industry 
Mattress manufacturer Mlily USA has expanded its Max Colchon line to offer six value-priced mattresses. The addition gives the company’s retail partners a full suite of mattresses priced to retail from $479 up to the company’s premier PowerCool sleep system at $5,999.
Max Colchon is a well-known popular mattress brand from Spain. Healthcare Co. Ltd., Mlily USA’s parent company, acquired the mattress maker in 2018. Founded in 2005, the Valencia, Spain-based manufacturer operates more than 70 branded stores throughout Spain. For the U.S. market, Mlily will be manufacturing the Max Colchon line in its factory in South Carolina.
The Max Colchon brand joins a wide selection of product collections at a comprehensive range of prices. In relation to Mlily’s other offerings, Max Colchon is the entry-level segment.
“By incorporating Max Colchon into our lineup, we’ve created a seamless way for retailers to reach a broader swath of consumers with our range of products. We can capture the younger generation moving into their first apartment as well as the growing family and the more established consumers with our PowerCool adjustable sleep system,” said Stephen Chen, president. “As our consumers’ needs change, we want to adapt to those needs and offer products that provide a quality sleep experience at any price point.”
With pricing beginning at $479, the six-model brand features foam and hybrid designs. The top-tier model in the group retails at $999 in queen.
“Another important aspect of this strategy is highlighting the global reach of the Mlily brand. We are able to go into our global brand bag and find unique products that help us service retailers and customers in other parts of the world,” added Chen.
Three foam models, ranging in profile heights from eight to 12 inches, feature a double jacquard fabric. The three hybrid models are draped in a cool-to-the-touch fabric and are available in 10-inch and 12-inch profiles with a choice of comfort levels in the 12-inch model. All mattresses include the company’s AirCell Technology Cool Memory Foam cooling foam and flex support foam.
In addition to Max Colchon, the entire Mlily family of products includes the company’s Dreamer Collection with mattresses to retail from $529 to $779; WellFlex with mattresses at $1,999; Mprove at $2,999; and Ego at $3,999. The company’s PowerCool sleep system with adjustable bed base and queen mattress retails at $5,999.