Southerland Expands Hybrid Lineup at Las Vegas Market

Furniture World News Desk on 1/26/2019

Independent mattress producer Southerland announced that it will unveil an expanded Evolution Collection at the Winter Las Vegas Market, Jan. 27-31. The expanded hybrid lineup includes models targeting retail price points as high as $3,999 in queen.

Named Evolution Luxe, the three new sleep sets feature a luxurious quilted top for added cushioning and a layer of micro-coils near the top of the mattress for added comfort and support. These premium components are combined with copper-infused latex and memory foam cushioning and phase-change covers that have been keys to the success of the existing Evolution lineup.

“Our Evolution Collection has been a success from day one because of its distinctive look and feel, and these new models take it to the next level with a more sumptuous feel,” said Bryan Smith, president and chief executive officer of Southerland. “Featuring some of the highest coil counts in the industry, the addition of MicroLuxe coil technology provides uniquely independent support for better sleep. The quilted top provides luxurious comfort that will continue to set the collection apart from other hybrids in the marketplace.”

The existing collection has retail price points ranging from $1,799 to $2,999 in queen, but Smith said expanding it to include price points as high as $3,999 makes sense because of the increasing demand for domestically-made “affordable luxury.”

The new SKUs include plush versions for Ebony and Twilight to meet the increased consumer demand for sink-into luxury at $2,499 and $2,999. The three new designs with MicroLuxe coil technology are all available in firm, plush and ultra-plush.

“This gives our dealers another way to combat low-margin imports,” Smith said.  “The demand for higher-end product isn’t slowing down.”

The Evolution Collection will be on display in Southerland’s Las Vegas showroom, space B-965 of the World Market Center.

About Southerland: Southerland has been making quality mattresses in the U.S. since 1893. Using only best-in-class materials and components, Southerland currently sells its line of mattresses and adjustable bases throughout 43 states. By implementing its stringent quality assurance program, Southerland manufactures mattresses that are backed by the company’s “making it right” philosophy that stands behind every product delivered. Each of its products is delivered to retailers via its wholly-owned transportation company. The company’s six production and distribution facilities are located in Nashville, Tennessee; Cleveland, Phoenix and Oklahoma City total more than 400,000 square feet.