This week, mattress industry veterans Kurt Ling and Steve Baumberger have launched luxury mattress brand Posh+Lavish, sold exclusively through wholesale channels, and designed to help retailers differentiate themselves in today’s hectic marketplace.
“Our goal is to design and sell the most posh looking, most lavish feeling and most durable mattresses available,” Ling said. “Additionally, we want to serve retailers with the best customer care in the industry.”
The Posh+Lavish brand includes six all-latex beds. The mattresses have washable, extra-thick, stretch-knit covers made with Tencel yarn. The cores combine Talalay latex and continuous-process latex to deliver “bounce-free” comfort, according to a news release.
The mattress cores are wrapped in wool fiber, making them compliant with federal FR regulations. Retailing from $2,599 to $3,999 in queen sizes, Posh+Lavish offers retailers generous margins and exclusive trading areas.
The company said it will not sell direct to consumers or to online-only retailers.
“Like many ultra-premium brands, Posh+Lavish is a luxury brand that should be experienced,” Ling said. “While the industry is certainly growing rapidly in the online space, we are building a brand for retailers to provide a non-commoditized, unique, high-value encounter and experience for consumers. It is becoming ever clearer to us that the future will contain ‘online-only’ brands, ‘online and in-store’ brands and ‘in-store only’ brands. We want to put a stake in the ground for the independent retailer that wants to offer one or more ‘in-store only’ brands.”
The company has retained four independent sales representatives in the United States to sell its beds; it also offers an online training program that rewards retail sales associates for learning about and selling the brand.
The mattresses are manufactured in California and ship compressed and rolled to help retailers deliver the mattresses more easily, reduce damage in transit, minimize freight costs, reduce the company’s carbon footprint and minimize retailer’s warehouse space.
Posh+Lavish has launched a tony website, offers a “stunning” in-store display package, and is active on popular social media platforms. Advertising in upscale consumer publications is planned.
Philanthropy is part of the company’s brand and mission. It will donate 25% of profits to CURE International, a nonprofit that funds life-changing surgery for children to correct clubfeet, bowed legs, cleft palates and hydrocephalus.
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