For the first time in its history, Classic Sleep Products announced that it will be showing only imported mattresses at its space at the Las Vegas Furniture Market, which opens on September 14th. The leading specialty sleep manufacturer said that it was taking the step as the quality of Chinese product, specifically at $1,500 and under price points, has tremendously improved and is the best value for consumers looking in that range today.
The company’s lineup is weighted toward hybrid mattresses, which combine multiple sleep technologies, including visco-memory foam, latex, encased coil and a 3-D fiber technology.
“We have worked closely with our Chinese plant for the past several years. They are building beds to the same specifications we use in our Jessup facility, but at pricing that delivers greater value to the consumer,” said Classic Sleep Products CEO Mike Zippelli. “Because of the cost differential, we are able to put many more features into the mattress at these price points than we could if produced domestically.”
Zippelli admits that his comments may not be popular to some in the industry, but he believes that domestic manufacturers, like Classic, need to continue to make premium product in the U.S., and use overseas manufacturers where it makes sense in their lineup.
“The market is incredibly competitive at the $1,500 and below price point. We need to go overseas to make that product more enhanced and deliver greater value,” he said. “On more premium product, where the margins are higher, we can still do a better job in our own plants.”
Zippelli said that quality and logistics issues that might have impacted Chinese imports year’s ago are a thing of the past. He said production standards had risen dramatically, shipping challenges had diminished and with oil prices down from their year ago highs, transportation costs had also plunged.
Classic is flooring all Chinese imports for this Market because Zippelli believes the “play” right now is in the value sector.
“The action in major sleep shop chains is for products retailing below $1,500. It just doesn’t make sense to me to force price points the consumer is not interested in right now,” he added.
Classic will be showing the following beds produced overseas at the upcoming Furniture Market:
Natural Expressions is the line of eco-friendly compressed latex products targeted to hit velocity price points. Each feature a increasing layers of pressure relieving latex foam, as well as luxurious Bamboo covers.
The pure elegance collection marks Classic’s entry into coil mattresses. The three-bed lineup features individually encased coils and varying layers of visco memory foam. It too can be shipped compressed.
The Ultimate Mattress utilizes a technology new to the mattress industry. Named Airetek, it is a 3-D fiber that sits just above the visco memory foam layers, and just below the mattress cover. Its unique design creates air flow throughout the entire surface of the mattress, virtually eliminating the complaint that specialty foam mattresses “sleep hot.”
“I am as excited about these products as I have ever been about anything we have introduced at a market,” remarked Zippelli. Justin Gannon, Vice President of Sales, added that “these products further enhance a product selection that we have had tremendous success with. Natural Expressions, pure elegance and the Ultimate Mattress all provide what today’s retailers are looking for – consumer value, high quality and unique comfort. All are targeted to hit price points consumers are shopping for today.”
Classic sells its bedding products under the Dormia brand, constructed with the finest components from around the world including all-natural and high-performance covers, lamb’s wool, visco-elastic memory foam, Talalay latex and a unique, multi-zone latex core.
The company offers enhanced features such as a quilted mattress tops and deluxe combination models that are comprised of memory and latex foam, as well as adjustable beds that allows each person to maximize their own sleep comfort. All premium bedding products are manufactured in the U.S. using hand-made craftsmanship and custom embroidery.
Classic’s line of visco-elastic memory foam and latex mattresses, with various luxurious constructions, represents the fastest growing segment of the bedding market. The mattresses are designed to help customers get the maximum benefit out of each and every night’s sleep. For more information, visit www.dormia.com.