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Kingsdown, Inc. Revamps Prime Collection for Broader Reach

March 9, 2025  by Karen Parrish in Business Strategy, Industry   

“We are taking a page from luxury car manufacturers who create entry-level models to attract new, and mainly younger consumers. Our new Prime collection is designed to appeal to the aspirations of younger consumers—and the retailers who want to serve them—with a level of quality and features not found in other mattresses in the under $1,000 retail range,” said Frank Hood, president and chief executive officer of Kingsdown.

According to Hood, at a time when increasing door swings is a high priority for all retailers, Kingsdown’s goal for Prime is to round out the brand’s luxury price point offerings and product mix, particularly for retailers who already carry its more luxe collections like Passions and Vintage.

“We also see great opportunity to grow with independent and regional retail players who may see Kingsdown as a luxury brand out of reach for their average customers,” the executive said.

With 14 new models, the Prime Collection features foam encasement construction across the collection, which Kingsdown refers to as Full Body Surround®. An upgrade from the collection’s previous perimeter coil iterations, Full Body Surround® provides an edge-to-edge sleeping surface.

Mattress heights range from 11.5 to 14 inches, and all are adjustable base compatible. The uppermost models include features like a layer of plush latex to enhance pressure relief and maximize support, and Tri-Tech gel memory foam infused with copper, silver, and graphite, along with cooling gel foams.

Yet the key to Prime’s success on retail floors will no doubt be that along with its luxe feels, it simply doesn’t look like any other entry-level collection currently in the marketplace. Created by the same design team that produces Kingsdown’s high-end fashion-driven collections,
Prime mattresses feature an eye-catching floral pattern on the borders inspired by a gentleman’s pocket square—making the entry-level beds appear more expensive than they actually are.

“With the tagline ‘outstanding choice, exceptional value,’ Prime was certainly designed to stand out on retail sales floors,” Hood said, “but not just because of its head-turning visual presentation. Retailers are gravitating to this collection because with no MAP pricing they have the opportunity to make more money with Kingsdown, tailoring not only their product mix to their specific market, but also, theoretically, their margin mix.”