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Italy's Leading Mattress Brand Surpasses 120 Retail Door Count In US

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Italy’s largest mattress brand, Magniflex, said that it had surpassed the 120 door retail showroom account recently, citing the success of a new strategy focused on bringing the brand onto the floor at leading contemporary furniture and specialty mattress dealers around the United States. Recently, Magniflex USA added Blue Print Furniture in Los Angeles and Concepto Modern Living in Boca Raton, FL, hitting the new milestone for the company.

“After planting the seeds with different strategies in the North American market, now we are gaining nice traction focusing on independent furniture dealers. We believe a key to the success of the program is that these dealers have a loyal customer following, have experienced RSA’s who are knowledgeable about our products, and are excited to have something unique in their bedding department, like, Magniflex to offer to their customers,” said Magniflex Global Sales Director Marco Magni.  “There is no question that the success we are experiencing is because our retail partners cater to consumers who buy from locally owned and operated furniture stores and sleep shops, shopping either with their designer, or with a very specific sense of what they want from a design and product performance perspective. They enter the store wanting to learn about the features and health benefits of the products just as they do when purchasing other fine-quality items for their home.”

Magniflex also reported the growth of its Shop-in-Shop platform, a comprehensive and customizable merchandising system that can be tailored to accommodate a range of retail scenarios. The program delivers a stylish portrayal of the Italian countryside while emphasizing health and the use of natural ingredients featured in Magniflex bedding.

La Difference, a leading international furnishings retailer in Richmond, Va., has introduced two Magniflex Shop-in-Shop displays – one in its main 50,000-square-foot Richmond store and one in its Short Pump, Va. location which opened earlier this spring.

“We have special merchandising options to support our retailers who have been with us longer, who have already begun to enjoy the benefits of the brand and want to grow their business. As in our other markets from Europe to Asia, all our programs remain flexible to accommodate retailers’ individual needs,” said Magni.
At the Summer 2011 Las Vegas Market, Magniflex is introducing its newly redesigned Dualcomfort Magnifico, one of its top-selling Classic mattresses for its customizable comfort. It offers the company’s signature Argento™ fabric, updated with a contemporary slate blue color pattern accentuating the silver in the ticking. The cover is made with cashmere and silver fibers on one side (ideal for warmer months) and on the reverse, silk and silver fibers for cooler months.

In addition, the Magnifico ($3,599/queen) now features a softer, two-sided Dual Core, by way of several additional layers of Memoform®, the company’s water-expanded temperature neutral memory foam. Side-by-side cores reverse to “soft” or “firm” for a customizable sleep experience. The Magnifico is among over 20 products is now offered via the Quick Ship program, which allows retailers to guarantee five-day delivery time directly to consumers’ homes for one low, flat rate -- $45 for a queen mattress to the 48 contiguous U.S. states and to Canada.

Visit Magniflex at the Specialty Sleep Association exhibit in Las Vegas, space C-1350.

About Magniflex: Magniflex was founded over 50 years ago in a suburb of Florence, Italy, and today more than 35 million people in 76 countries sleep on Magniflex mattresses.  Known as a world leader in quality, comfort and innovation, Magniflex has a central manufacturing facility producing up to 10,000 mattresses a day, 80-percent of which are exported to countries such as Japan, Spain, Germany, Russia and the United States.  Magniflex now operates a national dealer network throughout the U.S. and Canada.  For more information, visit www.magniflex.com or call 646.330.5483. 

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