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From Home Furnishing Business
Magniflex Launches Essential Collection at Winter Las Vegas
January 7,
2025 by Karen Parrish in Business Strategy, Industry 
Italian bedding manufacturer, Magniflex, will launch its three mattress Essential Collection at the Winter Las Vegas Market, the first collection born from its new U.S. production facility that combines its Italian heritage of craftsmanship and luxury, with a distinctively American look and feel.
The Essential Collection features 10-, 11- and 12-inch models crafted with copper-infused gel memory foam known for its thermoregulatory and antimicrobial properties, and a mix of Elioform and Eliosoft foams to enhance comfort feels for the desired sleeping experience.
With its ergonomically designed internal structure, the collection is designed to perfectly adapt to body contours, providing users with optimal support and a restorative sleep experience. The collection sports a contemporary waterfall design resting on a quilted border that gives the mattresses a touch of elegance and enhances the overall aesthetic while offering superior durability and strength to the construction.
Signature to the brand, an Italian-made cover crafted with a mix of viscose and polyester, combines softness with breathability and durability.
Essential is replacing Magniflex’s Classico 9 line up of foam mattresses with firmer feels, which were best sellers in Asia and Europe, but not as suitable for most American tastes.
“The American consumer generally likes a softer feel,” said Marco Magni, president of Magniflex. “When we shifted U.S. production to Texas last year, we had the opportunity to design and tailor a line much more suited to most local tastes, while paying homage to our Italian brand heritage. The preliminary feedback we have received from dealers is very exciting.”
Magni said that in addition to the facilitating design changes, the new plant is centrally located, enabling dealers to better manage inventory levels, or even have the brand drop-ship product to customers directly.
"Dealers now have new options on how to work with us, so we will be able ship Essential either to their warehouses or directly to their customers. In the current retail environment, limiting the dealer’s inventory exposure is a huge benefit to them,” he added.
Ranging from $2,099 to $2,399 in queen, the collection will be show in Magniflex’s Las Vegas showroom, Space C-1532.