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From Home Furnishing Business
Southerland Relaunches American Sleep Collection with Added Choices
August 22,
2021 by Laurie Northington in Business Strategy, Industry 
Mattress manufacturer Southerland will introduce its redeveloped American Sleep line at the upcoming Summer Las Vegas Market. The revamped line includes hybrids and two-sided mattresses, and will serve as a companion collection to its popular Signature collection – with the same price points and added features such as perimeter-edge support, allowing retailers to differentiate the line on retail floors.
“As an independent manufacturer, we can offer our retail partners the opportunity to expand their assortments with exclusive brands that appeal to a broad spectrum of consumers,” said Bryan Smith, president and chief executive officer of Southerland. “Through the years, American Sleep has been one of our most successful brands, gaining placement at specialty sleep shops and national retailers alike. This relaunch allows us to further extend our placements with retailers within the same geographic area that already carry our Signature collection, offering them an alternative brand that maintains the quality, customer service and value that Southerland is so well known for.”
The new American Sleep line features perimeter-edge coil systems with enhanced edge support. This has become a highly popular feature with both retailers and consumers because it enhances the mattress’ durability by supporting its structure and keeping its components intact for years to come.
Other key benefits offered by the relaunched line include newly styled ticking – with a more contemporary design and cooling technology – and the use of cooling memory foams and latex in the build. All of the beds in the American Sleep brand can be used on adjustable bases, a product that is popular because it allows consumers to customize their individual sleep experience. This aspect gives retailers who have observed the increase in attachment rates for adjustable bases and mattresses a means to merchandise both products on their floors.
American Sleep by Southerland consists of 43 models in four separate collections: American Sleep, American Sleep 2-Sided, American Sleep Gel and American Sleep Gel Hybrid – each of which offers firm, plush and pillowtop models. In addition, all of the beds in these groups have perimeter-edge support through a combination of coil systems and high-density foam layers positioned along the edges.
The American Sleep grouping has eight styles priced from $699 to $1,699 in queen. The American Sleep 2-Sided line encompasses nine styles and is priced from $799 to $1,499 for queen. In the American Sleep Gel group are four styles, ranging in price from $999 to $1,999 for queen. American Sleep Gel Hybrid has six styles and is priced from $999 to $1,999 in queen.
Southerland’s Las Vegas showroom is located in Building B, suite 965 of the World Market Center. The Summer Las Vegas Market is scheduled for Aug. 22-26. The revamped line will be available at retail by the third quarter.