Specialty bedding manufacturer Classic Brands, based in Jessup, Maryland, has partnered with New York-based Bloomingdale’s to create a private-label boxed-bed program called Bed in a Big Brown Box.
The new initiative targets both brands’ goals to produce a high-style product and appeal to the millennial shopper, Classic Brands said in a news release.
Each box includes a specially designed Bloomingdale’s hybrid mattress, sheet set and a pillow or two, depending on the size of the bed. It is available in twin through California king. It retails for $999 in queen and has a five-year warranty.
The mattress features foam-encased micro pocket coils and gel memory foam with a quilted silver-infused, phase-change material cooling fabric. Packaged in Bloomingdale’s signature Big Brown Bag aesthetic, the box is shipped directly to the consumer.
“After a quick six-month development process, we are incredibly excited and honored that our company has been chosen to be the manufacturing partner to introduce this product,” said Michael Zippelli, president and chief executive officer of Classic Brands. “This is a great opportunity for us. (Boxed bedding) is a fast-growing category, and we believe it will be a major part of our portfolio in the near term. We are thrilled to play a large role in an industry first.”
Currently, the beds are only sold online, but the company plans to test in-store purchasing options in more than 20 retail locations. The select stores will have queen mattress displays in bedding departments, enabling consumers to rest-test and have the products shipped directly to their homes.
“The box is really everything you need to rest easy in one convenient package,” Zippelli said. “The Bed in a Big Brown Box ships complete with a Classic Brands mattress along with a sheet set and pillow set so you have everything you need for a good night’s sleep.”