E.S. Kluft Plans Summer Showcase of Mattress Collection

July 10, 2024  by HFBusiness Staff in Business Strategy, Industry   

“Our retailers tell us the demand is still strong for luxury bedding, and as such we are outperforming the industry that continues to struggle,” said Jon Stowe, managing director of E.S. Kluft & Company. “Results of the first half of the year have been very good, and with increases over the successful year we had in 2023, we are continuing to gain market share.

“We also are sticking to our strategy of focusing on luxury price points at $3,000 and above, helping our retailers provide their consumers with a clear message about the value of our E.S. Kluft brands,” continued Stowe. “In fact, our most successful Aireloom collection over the years ranges from about $4,000 – $7,000. This gives our retailers the opportunity to attract shoppers who are interested in both value and quality and can be converted to the higher luxury models.”

At 2024 Summer Las Vegas Market, July 28 – Aug 1, E.S. Kluft will showcase its new and existing collections from the Kluft, Aireloom, and Marshall Mattress brands in two showrooms at the World Market Center. The Aireloom collections will be featured in showroom C-1501, and the Kluft and Marshall Mattress lines will be presented in showroom C-1562.

The Pinnacle Collection, Aireloom’s new luxury hybrid and memory foam collection, includes seven mattresses under the Aireloom brand – four made exclusively with memory foam comfort and support layers and three hybrid mattresses comprised of both an innerspring core and memory foam.

“The new Pinnacle Hybrid and Memory Foams beds we rolled out this spring are now available in stores,” said Magali Castillo, vice president of marketing for E.S. Kluft & Company.  “The first results of performance are very good, and we’ll continue presenting these beds at Summer Market to try to get more placements with our retail partners.”

In addition to E.S. Kluft’s already proven innerspring products, the luxury hybrid and memory foam collection is providing its retailers with even more options for their luxury-minded consumers.

“The high-quality and diversity of our current product selection is designed to answer the needs of retailers and consumers, and we’re hearing a lot of positive feedback,” said Castillo. “We also attribute the positive momentum to our commitment to provide the highest level of service to our retailers, which includes additional support in the way of local digital advertising, store displays and increased trainings.”

Combining Aireloom’s heritage of luxury and craftsmanship with new cooling and memory foam technologies, the new seven-bed hybrid and memory foam collection offers the ultimate in luxurious comfort, support and durability.

Each mattress in The Pinnacle Collection – four memory foam and three hybrid –features the brand’s traditional high-quality knit panel fabric, now enhanced with an innovative hyper-conductive CoolSense™ technology, resulting in a cool-to-the-touch cover that quickly delivers the perfect balance needed for a cool and comfortable night's sleep.

For the ultimate cooling comfort, these new beds also feature uniquely engineered materials, like Aire-Adapt™ Memory Foam, Aire-React™ Memory Foam, and Aire-Flex™ Memory Foam. CertiPur-US certified, adaptable, and durable, they adapt and conform to the body's unique needs throughout the night, relieving major pressure points as well as regulating the body temperature for undisturbed sleep.

These advanced memory foam comfort layers are infused with innovative natural minerals and additives including graphite, titanium and NanoCool™, designed to pull heat away from your body for unmatched cooling comfort. Additionally, a high-density foam encasement offers increased durability and perimeter support to these new beds.

The new Aireloom luxury memory foam line includes four mattresses with different levels of firmness and two different profiles at 12” and 13”. The memory foam beds are priced at retail from $4,199 to $4,899 (Queen size). The new Aireloom hybrid line offers three 13” mattresses with different levels of firmness, priced at retail from $2,999 - $3,599 (Queen size).

E.S. Kluft is continuing to invest in digital initiatives and store displays to support its retail partners and help drive traffic into stores.

Building on the momentum created from last year’s digital advertising initiatives, E.S. Kluft already this year has run 17 local advertising campaigns with key retail partners across the country. These include multi-media campaigns with location-based display and paid social advertising, designed with inspiring imagery, compelling offers and a clear call to action.

“Our goal is to generate awareness and product consideration during key promotions to drive store traffic and Aireloom purchases at our retail store locations,” said Castillo. “With these campaigns, we are able to target consumers who are local to the retail stores, in the process of searching for a new mattress and aware of the importance of a high quality product to ensure a good night’s sleep.

“These campaigns have already proved to be successful with increased traffic and market share for Aireloom,” added Castillo.

In addition, to help enhance the in-store experience and help consumers understand the benefits of each product, E.S. Kluft is continuing to invest in store displays that include signage and posters as well as customized displays.