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From Home Furnishing Business
Spring Air International Reimagines Four Seasons Brand
June 26,
2023 by HFBusiness Staff in Business Strategy, Industry 
Top 20 U.S. bedding manufacturer Spring Air International is reimagining its iconic Four Seasons brand for exclusive distribution by its premier dealer base. Dealers will be given their first look at the entirely new and much-anticipated collection at the Summer Las Vegas Market by invitation only in a separate space near its A-701 showroom.
According to Nick Bates, president of Spring Air, the Four Seasons collection pre-show will feature five beds in various comfort choices, with suggested retail prices ranging from $1,599 to $2,599, and the full collection will roll out in January.
Spring Air originated the concept of multi-season comfort in the 1990’s with its first generation Four Seasons product. The original two-sided mattresses featured high-quality wool on one side, and cooling fibers on the other, and were a concept ahead of their time according to Bates.
“These are not just double-sided beds,” Bates explained of the new collection, “they are designed for four seasons and year-round temperature regulation.
While there is great emphasis on products designed to sleep cool in our industry today, we believe that the true temperature solution for a good night’s sleep is not just to make everything freezing cold.”
Featuring premium materials like Joma Wool, Serene foam and Talalay latex, the new collection is supported by marketing materials that draw visual inspiration from classic ski resorts, complete with vintage posters and lift ticket invitations.
Eye-catching top of bed presentations combine lodge-inspired tartan plaids, tweeds, herringbone patterns and etched leathers, as well as snowflake-dusted covers (the cool side) and quilted leaves (the warm side).
“The marketing materials we have developed are designed to be customized for a dealer’s region,” Bates said. “To further resonate with their customers and underscore the exclusivity of the collection in their marketplaces, we expect major retailers will rename the beds on their floors in conjunction with well-known vacation resorts in their regions.”
Exclusivity is key to the brand. “We have a number of dealers who are incredibly loyal to the Spring Air brand, and we want to reward that loyalty with a more premier experience,” Bates said. “That starts with being the first to see the new collection.”