Mlily USA Adds Value-Priced Brand

Mlily USA, a mattress and pillow brand owned by Healthcare Co. Ltd. based in Rugao, China, is now offering mattresses from Spanish brand Max Colchon with retail prices starting at $479.

With the addition of the value-priced brand, Mlily USA’s retail partners now are offered a full suite of beds priced to retail from $479 up to the Knoxville, Tennessee-based company’s premier PowerCool sleep system at $5,999.

Healthcare Co. acquired Max Colchon in 2018. Founded in 2005, the Valencia, Spain-based manufacturer operates more than 70 branded stores throughout Spain. For the U.S. market, Mlily will manufacture the Max Colchon line at its factory in Winnsboro, South Carolina.

“By incorporating Max Colchon into our lineup, we’ve created a seamless way for retailers to reach a broader swath of consumers with our range of products,” said Stephen Chen, president of Mlily USA. “We can capture the younger generation moving into their first apartment, as well as the growing family and the more established consumers with our PowerCool adjustable sleep system. As our consumers’ needs change, we want to adapt to those needs and offer products that provide a quality sleep experience at any price point.”

The six-model Max Colchon brand features foam and hybrid designs, with the top-tier model in the group retailing at $999 in queen size.

“Another important aspect of this strategy is highlighting the global reach of the Mlily brand. We are able to go into our global brand bag and find unique products that help us service retailers and customers in other parts of the world,” Chen added.

Three foam models, ranging in profile heights from 8 to 12 inches, feature a double jacquard fabric. The three hybrid models are draped in a cool-to-the-touch fabric and are available in 10-inch and 12-inch profiles with a choice of comfort levels in the 12-inch model. All mattresses include the company’s AirCell Technology Cool Memory Foam and flex support foam.

In addition to Max Colchon, the Mlily family of products includes the company’s Dreamer Collection with mattresses to retail from $529 to $779; WellFlex with mattresses at $1,999; Mprove at $2,999; and Ego at $3,999. The company’s PowerCool sleep system with adjustable bed base and queen mattress retails at $5,999.

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