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From Home Furnishing Business

Spring Air Unveils Reimagined Chattam & Wells Line in Las Vegas

January 17, 2024  by HFBusiness Staff in Business Strategy, Industry   

Aimed at a new generation of luxury shoppers, it is the company’s first collaboratively designed product lineup based on a series of qualitative surveys of retailers.

Spring Air surveyed retail sales associates in 50 locations across the country to gain insight into how its most aspirational product could appeal to a broader market.

The result is the new Chattam & Wells, a five-model line incorporating encased coils and luxe materials like merino wool, cashmere, camel hair, poly gel and Serene foam. Suggested retails range from $4,299 to $7,299 in queen.

The most striking difference in the new iteration of the luxurious Chattam & Wells product line is visual, with the previously beige beds inspired by high-end upholstered furniture now dressed in a quilted indigo blue velvet, with gold accents, for a more royal look.

Among the many changes from the line’s original designs are the addition of more modern knit covers, less tufting, and the inclusion of camel hair, a direct result of retailer feedback from the surveys.

“We have always taken a collaborative approach to design with our licensees across the nation,” said Nick Bates, president of Spring Air. “Together they represent some of the best minds in the bedding business, and their spirit of cooperation has long benefitted us as an organization.”

“Now, we see an even greater opportunity to have more vigorous collaboration with our dealers and their customers in order to continue to improve the product line with their valuable feedback. For too long, we think the manufacturing side of our industry has been somewhat disconnected from retail. Our goal is to close the gap and actually provide retailers with product they want to sell and are able to sell.”