Daily News
From Home Furnishing Business
Magniflex Expands Private Label Program
September 17,
2020 by Laurie Northington in Business Strategy, Industry 
After years of success with contemporary home furnishings retailer Design Within Reach, Italian mattress manufacturer Magniflex has announced the expansion of its private label program to include products throughout its entire lineup.
The company’s selection of Italian-made products provides retailers with a complete merchandising package covering pricing from $1,199 to $2,999.
Magniflex has been working with Design Within Reach for 15 years supplying the retailer’s successful line of Sonno mattresses featuring three models – Sonno MG Mattress, Sonno M Mattress and Sonno MGV Mattress.
“Retailers everywhere are looking for unique, well-designed product that sets them apart in the marketplace and gives them a competitive advantage,” said Billy Curtright, national sales manager for Magniflex. “Our private label program is a proven system that works as we have experienced through Design Within Reach’s network of 42 stores and its vibrant e-commerce site. We have developed a system that allows us to collaborate with retailers to develop the perfect private label sleep program to meet their needs.”
“Our private label program is backed by the same quality-control checks and the same warranty as our branded offering, and we also support retailers with our U.S. warehouse network and seamless drop-ship capabilities,” added Curtright.
Retailers who opt to floor a private label program crafted by Magniflex are also guaranteed an exclusive distribution area, as well as the first opportunity to purchase new products brought to the marketplace.
Magniflex is the exclusive mattress partner with Design Within Reach. The three mattresses in queen retail at $1,495, $1,995 and $2,495. The boxed mattresses are designed with highly adaptive foam, gel aerated foam, memory foam and support foams, all certified Standard 100 by Oeko-Tex.