Six Months Into New Lineup, King Koil Retail Partners See AUSP’s Triple
Furniture World News Desk on
6/21/2019
Pictured is a matrress from the new the new Intimates line unveiled this past January.
After bringing on one of the industry’s top designers of mattresses, King Koil said retail partners who have been carrying its new Intimate, Extended Life and MHybrid collections have seen average unit selling prices of its line triple in value.
The lines, which range in price from $1,600 to more than $4,000 represent the re-mix of the King Koil portfolio orchestrated by David Long, its executive vice president of innovation and marketing, who joined the company last year. Long deployed luxurious fabrics and higher-end components into the mattresses to offer retailers a more compelling King Koil product than they had seen in years. Interest in the new lines were brisk following their introduction at the Las Vegas Furniture Market in January.
“Our retail partners embraced the new lines immediately and the sell throughs have been outstanding. We are showing these retail partners that they can sell higher-margin goods and how King Koil is increasing their overall store profits,” said King Koil CEO David Binke. “We are not talking about just incremental growth, but rather triple-digit gains that are helping retailers tremendously in a tough market.”
According to Long, the market for $2,000 to $4,000 mattresses is very good in many parts of the country. After designing and marketing luxury mattresses for several decades, Long sees ample opportunity for King Koil to continue to expand its portfolio in this segment of the industry.
“With the right products, support and training, every retail partner has the ability to breakout of the value segment conundrum and start realizing higher margins from luxury goods. We are going to continue to grow our line-up in this segment in response to the great results we have seen so far,” Long said.
About King Koil: A leading global mattress manufacturer, King Koil supports more than 30 licensees in more than 90 countries where King Koil mattresses are manufactured and sold. Headquartered in the Chicago suburb of Willowbrook, Illinois, with a manufacturing facility in Avondale, Arizona, the company has a long, rich history that reaches back to 1898 when Samuel Bronstein founded United States Bedding in St. Paul, Minnesota. What started out as six employees in a small factory has continued to grow. During the 1930s, U.S. Bedding improved the bedspring and was looking for a new name for its product. From there, the King Koil name was born. For more information, visit www.KingKoil.com.