Mlily to Feature Kids JAMA Collection at Las Vegas Market, Highlights Partnership with Nonprofit Special Spaces

August 4, 2021  by Laurie Northington in Business Strategy, Industry   

Designed to highlight the success of the recently launched collection and underscore its philanthropic partnership with Special Spaces – a nonprofit that updates bedrooms for critically ill children – the company will transform a portion of its 20,000-square-foot showroom into a treehouse-themed bunk bed that replicates a Special Spaces-themed room.

As part of the JAMA launch, Mlily announced that it will donate part of the proceeds from the sales of the collection to Special Spaces, a Knoxville, Tennessee-based organization and long-time partner of Mlily. Introduced earlier this year, JAMA has already begun to gain traction with Mlily’s retail partners.

“We have a very close relationship with Special Spaces, along with other charitable organizations located near our headquarters,” said Stephen Chen, president of Mlily USA. “The tree-house display was designed to demonstrate to our retailers the impact that Special Spaces can have on children, and we are proud to contribute a portion of our proceeds to help to bring happiness to their lives, one bedroom at a time.”

The display will also highlight the company’s newly formed relationship with Haibu – the popular children’s character who engages in outdoor adventures to save endangered animals and protect the environment. Adorned with stuffed animals from Haibu, the structure includes a twin over twin bunk bed nestled within the leaves of branches hanging from a realistic tree trunk with mattresses and a pillow from the JAMA Collection – the company’s first entry into the juvenile

sleep products category. Along with the treehouse, the structure includes a slide, a realistic tree and a wooden prairie-style swing.

Encompassing two mattresses and an adjustable pillow, the JAMA Collection is designed for children three years of age and older. The mattress’ construction adheres to bedding industry safety guidelines for use with safety rails, bunk beds and trundle beds. The collection, made in accordance with Mlily’s strict quality standards, features designs and colors that appeal to children, with accents in blue and purple color palettes and will allow sleep retailers to augment their bedding departments with bright, fun mattresses from an already trusted vendor partner. Each mattress comes packaged with a washable mattress protector.

Based in Knoxville, Tennessee, Special Spaces creates bedroom spaces for children aged two to 19 who are within one year of beginning cancer treatment. Haibu has become a popular youth franchise featured in books and on a television series, a YouTube channel and video games. 

Mlily will focus its traditional Moonshine Mixer event, scheduled for Aug. 21 from 4 - 7 p.m. during the Las Vegas Market, on the JAMA Collection and its efforts on behalf of Special Spaces. The company will make a special presentation to the nonprofit, and representatives from Haibu will also speak about the organization during the event. The company’s Las Vegas showroom is located in suite 900 of Building B in the World Market Center.