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From Home Furnishing Business

DTC Mattress Brand LuuF Announces Successful Relaunch

Richmond, Va.-based mattress brand LuuF, the hybrid boxed bed brand from Symbol Mattress, has relaunched with a new name generating strong sales that provided a $30,000 donation to the First Responders Children’s Foundation.

The LuuF launch is a rebrand of Luft. Company officials said LuuF better reflects the pronunciation (loof) of the name and the new logo visually conveys the better sleep message.

Launching LuuF during a pandemic and unprecedented retail business conditions presented both challenge and opportunity, said Symbol President Mike McQuiston.

“We really wanted to help communities and decided to offer our lowest possible pricing and dedicate a portion of LuuF sales for donation to First Responders Children’s Foundation where we could most directly help the families of those who are making sacrifices to keep us all safe while providing an affordable, much-needed essential product to the public,” said McQuiston.

Nicole Slinger, vice president of specialty sleep products, said LuuF’s May sales broke records for the direct-to-consumer line, and the company expects sales to increase through the summer selling season, making it possible for additional donations to the First Responders Children’s Foundation and its COVID-19 Emergency Response Fund.

“LuuF is an instant and relevant way for brick-and-mortar retailers to reach the consumer with an online product that gives the retailer better margins. Right now, people are looking at how they can make their home more functional, clean and safe, and do it affordably,” Slinger explained. “LuuF is all those things, non-toxic, sourced and made in the U.S. and offers a fit for every member of the family with Little Luuf for children. It’s available in-store for rest test, and you can purchase through the retailer or online to be shipped to your home.”

The LuuF launch included the introduction of Simplicity, a universal mattress designed to fit a broad range of adult sleepers and highly affordable with a retail price of $899 queen. The flagship LuuF Mattress is offered in three comfort preferences and starts at $1,399 queen.

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