Daily News
From Home Furnishing Business
Southerland Adds New Hybrid Models to Signature Brand
December 2,
2020 by Laurie Northington in Business Strategy, Industry 
Following a surge in consumer demand for hybrid mattresses, independent sleep products manufacturer Southerland has added a six-model lineup to its Signature brand. The collection will arm Southerland’s network of retailers with a wide range of competitively priced hybrid builds.
Priced to retail from $999 to $1,699 in queen sets, the six Signature hybrid models are designed around an 8-inch zoned wrapped coil system, and include premium cushioning materials like copper-infused latex and gel-infused memory foam. The mattresses are engineered to be adjustable bed base friendly and work with Southerland’s extensive line of motion bases. Three of the new models are copper-infused latex hybrids, and the other three feature the gel memory foam.
“We continue to see an increased number of consumers looking for a hybrid sleep experience. It’s the Goldilocks tale and this emphasis on our Signature hybrid offering gives our retail partners the products they need to help capture those consumer dollars,” said Bryan Smith, president and chief executive officer of Southerland. “Our product development team came up with a great recipe with these new models, and we’re confident in their saleability.”
With additional interest from consumers and retailers in latex sleep, Southerland incorporated the three latex designs in the collection to give retailers a springboard to introduce consumers to the material.
“Consumers have a growing interest in latex. Our expanding our Signature brand gives us an opportunity to introduce a new consumer segment the latex sleep experience,” Smith said.
The three latex hybrids feature one-inch, two-inch and three-inch layers of copper-infused latex, and the three memory foam hybrids are crafted with one-inch, two-inch and three-inch cushioning layers of gel-infused memory foam.
All six models feature a clean box top design and are enrobed in a ThermoBalance quilted cover that combines cooling yarns with Tencel for a cool-to-the-touch sleep surface and moisture wicking. The two $999 models offer 12-inch profiles, while the other four are 13-inch.