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From Home Furnishing Business
Paramount Sleep Focuses on "Hallmarks of Luxury" in Las Vegas
July 21,
2025 by Karen Parrish in Business Strategy, Industry 
Paramount Sleep Company continues to distinguish itself in the luxury mattress space with strategic and exclusive partnerships. At the summer Las Vegas Market, the Virginia-based manufacturer says it will focus on the “true hallmarks of luxury” by highlighting the use of natural and recycled cotton that earned Paramount exclusive right to the trusted Seal of Cotton trademark as well as its long-standing partnerships with internationally renowned luxury sleep brands, Hypnos and A.H. Beard.
The Seal of Cotton is a unique distinction in the mattress category and significant because it is recognized by over 80% of consumers as a symbol of quality and environmental care, adding meaningful value to retailers looking for product stories that resonate. From breathable 100% pure cotton to recycled blue cotton, Paramount’s use of natural cotton supports airflow, comfort, durability and sustainability. The Cotton Inc. trademark is featured in most of the collections shown at the Las Vegas Market.
“The bedding industry needs to recalibrate as to how we define the luxury category,” said Richard Fleck, Paramount Sleep president. “Price is only one part of it. Value, quality and exclusivity are hallmarks, which can be applied to the product’s intrinsic design, its components, raw material sourcing, brand story, and the caliber and quantity of authorized dealers of the product.”
To that point, Paramount will also showcase its premium portfolio that includes the internationally recognized Hypnos Whole Sleep Wool Series, the Sleepsmith collection by family-owned Australian brand A.H. Beard, Paramount’s own HD Super Duty line, and its commemorative 90th Anniversary bed. Together, these collections offer retailers a curated, high-performance assortment that meets the growing demand for authenticity, material integrity, and long-lasting comfort.
The Hypnos Whole Sleep Wool Series features ethically sourced and traceable materials such as 100% Woolkeepers® sourced wool, GOLS-certified organic latex, horsetail, micro-coils, recycled pocket spring support, and bespoke British tailoring-inspired side stitching. The Woolkeepers® verifies that the responsibly sourced wool meets global standards aimed to assure that sheep farmers meet global animal welfare, land management and biodiversity requirements.
A.H. Beard’s Sleepsmith collection is named for the skilled sleepsmiths that make every mattress by hand dating back to 1899. Family-owned and locally made in Australia and New Zealand, the reason for the partnership between A.H. Beard and 90-year-old, fourth-generation Paramount Sleep is clear when retailers and their customers experience the comfort and quality.
“The exclusivity and ethos of brands we align with are part of the luxury conversation, and we are very proud of our long-standing partnerships with Hypnos and A.H. Beard, both exemplary in their visions and craft,” said Fleck.
Las Vegas Market attendees can explore the full line-up in the Paramount Sleep showroom, C-1595, from July 26 to 30.