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Symbol Gives Retailers Luft Brand Built to Compete

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At Las Vegas Market this month, Symbol Mattress will introduce to retailers Luft, a well branded direct-to-consumer boxed bed program developed over the past two years to give brick and mortar retailers an advantage over online competition.

Luft is a hybrid boxed bed made and sourced in the USA specifically designed by Symbol to provide retail partners with a complete package of an affordable luxury product with strong brand and marketing to drive it.

Symbol President Mike McQuiston said, “We invested in building the Luft brand with the consumer first so that we could deliver to brick and mortar partners a high-quality product with credibility for plug-and-play retail success. It is based on a formula for profits for brick and mortar dealers by a company that has supported them from day one for over 60 years.”

Each Luft hybrid mattress is constructed of almost 1,000 individually wrapped coils, Serene foam for pressure relief and support, multiple layers of temperature-regulating graphene infused and gel-infused foam, and a contouring breathable stretch fabric cover. It is offered in three firmness options designed to fit various body types and sleep positions. The queen mattress retails for $1,399 on its website www.luftbeds.com. There is also Little Luft, built specifically for children and their growing bodies.

“When we set out to build the Luft mattress, we challenged ourselves to create the best bed from inside and out and one that we would all want and feel safe with in our own homes, for our own families,” said Mark Jannke, vice president of product development for Symbol. “And we had to make it affordable for families without compromising quality. We’re ecstatic with the results, and consumers agree.”

Luft has received endorsements and accolades from Olympic sprinter and three-time medalist Carmelita Jeter, professional dancer Lindsay Arnold of “Dancing with the Stars,” health and wellness expert Maria Emmerich, top online resource for families CertifiKid, Elephant Journal and influencers with significant followings.

“The explosive growth of the brand has been completely organic because Luft’s curated construction and multiple safety certifications have resonated with celebrities, elite athletes and health and wellness experts across the country, creating major marketing opportunities that will only continue to grow,” said Nicole Slinger, Symbol vice president of specialty sleep products.

Slinger said, in 2020, Luft will be the official rest and recovery sponsor for NFL and NBA draftees; it had been the sponsor for the 2019 NFL draftees. Luft will also be at the Golden Globes and ESPY Awards this year.

Symbol Mattress will feature Luft in its showroom C-1529 during the Las Vegas Market, January 26-30.


About Symbol: Based in Richmond, Va., Symbol Mattress is ranked among the Top 15 bedding producers in the U.S. and has over a million square feet of manufacturing space across six facilities in the country. Symbol provides quality mattresses that range in types and price ranges for the residential and contract markets.


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