Daily News
From Home Furnishing Business
MLILY USA Focuses on Game Changing Product Category in Vegas
February 22,
2024 by HFBusiness Staff in Business Strategy, Industry 
When MLILY USA focused its introductions on new adjustable bed bases at the Las Vegas Market last month, the major bedding supplier was signaling that this product category is changing the sleep game for consumers and retailers.
MLILY unveiled a pair of adjustable bases in what the company calls an essential lineup merchandised to increase attachment rates or drive the sales conversation. The MS200 and MS300 models offer key features and benefits to help a retail sales associate with two types of customers – the customer who’s new to the power base category and the one who’s been in the market and needs a compelling value to make the purchase.
“We took a very targeted approach to our introductions this season. Rather than overwhelming retailers with more products than they can absorb, we are offering a strategic way to drive traffic, boost tickets, grow margin, and power up the selling story,” said Derek Leishman, national sales director.
“The current retail environment is pressed for adding value in ways that don’t require clearing out product on the floor to add new ones. Adjustable bases do that along with a better sleep story for consumer wellness.”
The MS200 allows for customized sleeping position with adjustable head and foot positions using a wireless remote and multiple preset options including zero-gravity position for optimum health benefits. It offers a zero-clearance design plus side and foot retainer bars to keep the mattress in place. It retails for $1,299 in queen.
The MS300 offers massage as its core step up feature and includes custom controls for massage zones, intensity modes and timed sessions. This model also offers additional premium features including USB charging ports, underbed LED lighting and metal leg height options. It retails for $1,699 in queen.
These new adjustable bases are available now. Coming in April, the MS100 model will be ready to ship and give retailers a better entry level option for their customers for $999 in queen. With a wireless remote and upholstered deck, it is a sharply priced starting model compared to other products on the market.