Daily News
From Home Furnishing Business
DeLandis Sleep Returns from Las Vegas with Encouraging News
August 25,
2025 by Karen Parrish in Business Strategy, Industry 
DeLandis Sleep, a leading innovator in sleep and comfort solutions, returned from the Summer Las Vegas Market with a clear message from retailers: private label is no longer the exclusive domain of mega-retailers. The company fielded inquiries from store owners —including mid-size regionals— exploring private label bedding programs for the first time. In response, the mattress manufacturer has streamlined its design-to-delivery process, expanded production capacity, and now enables private label programs to launch in less than six weeks.
“During the Las Vegas Summer market we had some very interesting conversations with retailers who are considering turning to private label programs, looking for partners who can deliver consistency, quality, and speed,” said Joe Dicello, regional vice president. “That’s the trifecta for private label success and it’s our sweet spot. We earned our reputation as ‘the brand behind the brand’ because we’re very good at powering our customer’s success behind the scenes.”
Tariffs and supply chain volatility were cited as key concerns, prompting retailers to seek domestic private-label alternatives to maintain pricing stability and margin control. In an increasingly competitive mattress landscape, DeLandis sleep has quietly become the engine behind some of retail’s most successful private label programs—helping major chains and large retailers differentiate their offerings while protecting margins. DeLandis understands dealers are under pressure to deliver exclusive, margin-friendly product lines that stand apart from price comparisons and long lead times.
By combining its R&D, integrated supply chain management, and manufacturing expertise with agile domestic production, the expanded capacity will enable more store owners to launch exclusive lines without high volume thresholds. Retailers trust DeLandis to not only meet their expectations but anticipate their needs, ensuring their products reach the market on time and on brand.
“Retailers don’t just want a mattress, they want a strategic partner who understands their floor, their customer, and their margin goals,” DiCello said. “Every program we develop is designed for retail success and offers outstanding margins up to 65%.”
DiCello added that dealers are increasingly interested in private label programs due to their higher profit margins compared to national brands. “Many consumers view private label mattresses as offering better value than comparable branded product, even in the luxury segment.”
The DeLandis private label program offers many choices including the BYD Hybrid, a four-bed lineup in a soothing blue shade designed to offer premium sleep at competitive prices and the Dream Edge, a thoughtfully crafted assortment featuring copper-infused memory foam for cooler sleep and graphite infused MDI memory foam for excellent heat dissipation. Both look as good on the floor as they feel in the bedroom.
The company’s COZEE1, part of the Sleep Innergy lineup, is layered with HD premium gel memory foam quilting and an impressive 3 pounds of quilting foam for superior pressure relief and enduring comfort wrapped in a refined European quilted design. Sno-Tec redefines hybrid luxury with a four-bed assortment that blends advanced materials and elevated design featuring a 1-inch 3D honeycomb gel layer for superior pressure relief and durability, paired with 4 pounds of latex foam that is naturally resistant to mold, mildew, and dust mites. Its single-needle quilted cover mirrors the elegance of luxury beds.
All four models, along with the brand’s other offerings, provide strong selling power that helps retailers stand out in the market.