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From Home Furnishing Business
MLILY Launches Premium Mattress Collection for Big Box Retailers
September 18,
2025 by Karen Parrish in Business Strategy, Industry 
MLILY USA, a leading vertically integrated mattress manufacturer, has launched a premium mattress collection developed exclusively for the big box retail channel. The all-new Noctua crafted by MLILY® gives national and regional retailers greater control over their pricing strategies to drive sales more effectively in their specific markets.
The retail-focused strategy expands and strengthens MLILY's partnerships with big box brands by offering a top-tier quality product line combined with unprecedented freedom to run promotions and move inventory without pricing restrictions. Noctua crafted by MLILY® delivers a compelling retail story that resonates with today's consumers as a Made in the USA product consisting of high-end materials and pocketed coil units—all manufactured by MLILY USA's vertically integrated operations that pours its own foam and produces its own coil units.
With Noctua, MLILY offers retailers a turnkey solution leveraging thoughtfully curated, proven designs and a shorter time to market. MLILY also maintains the ability to collaborate on fully customized private label programs when retailers prefer to develop their own exclusive collections.
“A ready-to-go line like Noctua helps retailers move faster and more profitably, because it can fill open slots quickly without the time and expense of starting from scratch,” said Diana Genshock, national account sales manager for MLILY USA. “But we also know every retailer has unique needs, which is why we’re equally committed to building tailored private label programs when the right opportunity presents itself.
Noctua crafted by MLILY® features three hybrid mattresses, all compressed and folded for enhanced retailer and consumer convenience:
10-inch Sora: Highlights sustainability with USDA-certified bio-based memory foam called BioFreeze™.
12-inch Wren: This zoned hybrid model delivers targeted alignment at the hips and lumbar regions where the body needs support most.
12-inch Tern: The model is engineered for lasting temperature regulation for uninterrupted sleep with copper-infused memory foam and phase change material.
"Inspired by our core line, Noctua crafted by MLILY® is a well-differentiated collection designed to ensure success for big box stores while protecting the independent and specialty retailers who have been great partners with us for many years," said Genshock.
The strategic differentiation ensures that MLILY USA's existing retail partnerships remain protected while expanding the company's reach into the big box channel with a product line specifically tailored to that market's unique needs and opportunities.