Daily News
From Home Furnishing Business
Magniflex Expands Toscana Collection, Adds Entry-level Mattress
April 6,
2021 by Laurie Northington in Business Strategy, Industry 
Italian bedding manufacturer Magniflex is adding an entry-level mattress to its Toscana collection of high-end bedding. The new Cotton Lux 10 is aggressively priced at $1,899 as a more affordable alternative for consumers who want the health benefits of an eco-friendly mattress produced using sustainable processes. It will be formally launched at the Spring Las Vegas Market in April.
As with the other mattresses in the Toscana line, the target demographic for the Cotton Lux 10 is consumers who prefer eco-friendly and sustainable products. These shoppers have shown their preference for mattresses without toxic chemicals and non-certified foams and fabrics. The Cotton Lux 10 affords Magniflex the opportunity to reach more of this demographic with a mattress that carries an affordable price tag.
“Many consumers want the health benefits of mattresses with certified organic materials and non-toxic foams, but have stayed away from the category because the prices were too expensive. We have a tremendously talented design and sourcing team that enabled us to bring to market an organic mattress at a virtually unheard-of price in America,” said Billy Curtright, national sales manager for Magniflex USA.
The Cotton Lux 10 joins the Cotton Grande Dual 12 and the Cotton Caress Dual 9 in the Toscana lineup. The cotton used in the cover is certified as organic by the Global Organic Textiles Standard (GOTS) and by OEKO-TEX, two of the world’s most prestigious organizations which provide these certifications. The bed’s interior is structured with Memoform, Magniflex’s signature pressure-sensitive performance memory foam, which is designed to contour to the body all night long; and with Airyform technology, consisting of channels throughout the mattress core designed to increase air flow through the mattress, thus enhancing breathability and creating optimal dispersion of moisture and heat.
Curtright said the Cotton Lux 10 will be geared toward Magniflex’s current brick-and-mortar retailers and at dealers with a strong online presence. The latter group has shown a preference for the company’s ability to deliver an eco-friendly mattress in a roll-pack for easy shipping, he added.
The Spring Las Vegas Market is scheduled to take place from April 11-15. Magniflex’s World Market Center showroom is in Building C, suite 1532, and will be open during the Market by appointment only.