Mebane, N.C.-based mattress producer Kingsdown is unveiling a redesigned showroom, fresh brand platform and a wide range of new products at this month’s Las Vegas Market.
The revamped space will showcase “We Are Kingsdown” branding, which spotlights the company’s employee-owners and its U.S.-made products. Videos shown on six large flat screens will highlight the commitment of its employees, the quality of Kingsdown’s product portfolio and the company’s tradition of outstanding service.
“At a time when private equity firms are staking ground in the sleep products industry and companies are going public, ownership is moving farther from the end product,” said Frank Hood, Kingsdown president and chief executive officer. “Kingsdown is the exception. With our employee stock ownership plan, each and every mattress is personally crafted by the company’s ownership. There’s a lot that makes Kingsdown unique. We’re not niche and we’re not a monolith. We’re an agile company with national distribution offering an alternative product for every sector of the industry. We’re proud of our capabilities, as well as our people, and at this market, we’re driving that point home with our retail partners.”
Among its product offerings, the manufacturer is launching a children’s mattress collection, Kingsdown Kids. The beds sport kid-friendly design motifs and are available in twin and full sizes. A convenient rolling rack can house as many as a half-dozen mattresses.
“Too many people make the mistake of buying a cheap, poorly constructed mattress for their children,” Hood said. “Quality and comfort are as important for children as it is for adults. So, we decided to design a mattress collection that would appeal to all parties involved. The parents will appreciate that Kingsdown Kids provides proper support as children grow, while their sons and daughters will love the playful fabrics.”
In addition, the company is rebranding its My Side collection as Sleep to Live. Kingsdown’s bedMATCH diagnostic technology used to recommend the best Sleep to Live mattress can now recommend either a dual firmness option or a “blended recommendation” for consumers who want a mattress with a single core.
The winter Vegas market is Jan. 28-Feb. 1 at the World Market Center.
