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From Home Furnishing Business
Diamond Adds Eco-Friendly Resources to Ethos Mattresses
June 5,
2024 by HFBusiness Staff in Business Strategy, Industry 
In its continuous efforts to innovate for retail success, Diamond Mattress added premium natural latex sleep products to its eco-friendly Ethos collection aimed at helping retailers differentiate and gain healthy margins.
The new Avani 2.0 mattresses and toppers are premium, all-latex products designed for ultimate comfort and pressure relief that also give retailers innovative solutions that will set them apart in their markets.
Avani 2.0 is the latest expansion to the already top-selling Ethos collection, Diamond’s high-end sustainable line that has posted consistently strong sales since its 2021 launch and continues to deliver retail partners margins of 60 to 70 percent.
The Avani 2.0 mattress is available in three comfort feels – firm, medium and plush – with multiple layers of natural latex that offer weightless pressure relief and instant conformity to any body shape and size. It has a Tencel cover with natural moisture-wicking properties that help regulate temperature during sleep by moving moisture away from the skin surface. The Avani is also offered in Split Head King and Split Head California King sizes.
For customizable comfort solutions, the Avani 2.0 two-inch and three-inch toppers are available in plush and medium comfort feels. Natural latex is a renewable, sustainable material that is inherently hypo-allergenic, anti-microbial and breathable.
“Although mattress retail continues to be challenging for most, we see some momentum in the premium and luxury categories, so we are innovating with our premium products to help retailers differentiate their brand and offerings along with high margin opportunities,” said Diamond Mattress CEO Shaun Pennington.
Introduced during the Vegas Market in January, the Ethos collection, and in particular Avani 2.0, received high interest from buyers there. The Avani is already featured in 39 retail stores, including 10 locations of a Top 100 retailer throughout the Midwest and South as a private label opportunity. Diamond said more top retailers are strongly considering the program.