RANCHO CUCAMONGA, Calif. – Coming on the heels of the largest introduction in its history, E.S. Kluft & Company is showcasing its 2021 collections at Summer Las Vegas Market. Visitors to Las Vegas Market, August 22-26, 2021, can view a selection of the latest from the Kluft, Aireloom and Marshall Mattress brands in two showrooms at the World Market Center — Aireloom is featured in space C-1501 and the Kluft and Marshall Mattress lines are presented in space C-1562.
“We’re getting amazing feedback from retailers who viewed our new collections earlier this year,” said Magali Castillo, vice president of marketing for E.S. Kluft & Company. “The demand is super strong, and we couldn’t be happier with the initial response. We also look forward to seeing some of our retail partners in August who weren’t able to attend market or our open house events earlier this year.”
The newest lines, which included more than 50 models in four distinct collections under the Aireloom, Kluft and Marshall Mattress brands, are currently rolling out in stores across North America. New marketing collateral is available to retailers to support the launch of these new collections, including brochures, commercials, POP, digital assets and other new retail tools.
Additionally, to coincide with the busy selling season, Aireloom launched its new 2021 advertising campaign in mid-May, targeting the selling holidays of Memorial Day, 4th of July, Labor Day and Black Friday. The new campaign is 100% digital, including a media mix of display, social media, paid search and YouTube.
“We recognize the importance of digital in reaching consumers where they begin their search for products to help give them a great night’s sleep,” said Castillo. “Our new campaign is digitally forward, following these consumer trends, and the latest addition to our online marketing focus, which we launched last year with the redesign of our Aireloom website.”
The 2021 E.S. Kluft & Company lineup includes:
- The top-selling Aireloom Preferred Collection — revitalized in 2021 with three distinctive lines rooted in the brand’s 80-year California legacy of handcrafted design. Under the themes of Timeless Odyssey, Abstract Hues and Night Stars, the lines are designed to appeal to a broad range of consumers, whether they have a taste for a clean and modern look, an artistic aesthetic or a dramatic expression, inspired by Hollywood glamour. Each of the three new Aireloom Preferred lines features 10 beds, available in streamline and luxetop constructions and designed for ultimate comfort. Each mattress features the brand’s patented Aireloom Lift™ technology and contains the highest quality materials for superior support, air circulation and temperature management. With all levels of firmness available, the collection is priced at retail from $2,999 – $5,999 (Queen).
- The Aireloom Pacific Palisades collection – with four new mattress models in 2021, the collection’s signature handmade design includes fresh new fabrics, specialty foams and individually wrapped coil construction. Priced at retail from $2,199 – $2,699, the Aireloom Pacific Palisades collection is the opening price point for Aireloom, providing even more options for retailers to reach consumers interested in luxury products.
- The 2021 Kluft national collection — includes nine mattress models, each featuring the patented Kluft Standard™ construction with all levels of firmness available. The collection is handcrafted with the finest natural materials such as cashmere, horsehair and organic cotton, individually inserted hand tufts and nested pocket coil systems for maximum pressure relief, extraordinary support and unsurpassed natural comfort. Exquisite Belgian Jacquard Damask covers complete the elegant and sophisticated look in the luxurious Kluft national collection. The Kluft national collection is priced at retail from $5,999 – $19,499 (Queen).
- The 2021 Marshall Mattress national collection — includes nine beds with a modern/rustic, Canadian chic look, available in tight top and euro top constructions in all levels of firmness. Building on its legacy of more than 120 years, the collection is handcrafted with high attention to detail using the finest natural materials and superior construction, including the original patented Marshall pocket coil system, an innovation that set the future course for the mattress industry and remains the pinnacle choice for reliability and craftsmanship. True to its heritage, the new Marshall Mattress national collection is tailored to perfection to offer superior comfort.
About E.S Kluft & Company
Based in Rancho Cucamonga, California, E.S. Kluft & Company’s two brands are Aireloom and Kluft. Kluft is its most luxurious brand available through Bloomingdale’s and other prestigious retailers. Aireloom offers artisanal quality and legacy features such as hand-tied coils and hand side-stitching in the best-in-class category. These quality designs feature cutting edge, patented production methods. To learn more about Kluft and Aireloom product lines, please visit www.KluftMattress.com and www.aireloom.com.
About Marshall Mattress
Founded in 1900 by machinist and engineer James Marshall, Marshall Mattress is best known for its handcrafted luxury pocket coil mattress collections. Marshall invented and patented the original Marshall Pocket Coil, the first independent spring system designed to provide a unique, optimum, comfort and support environment for sleep. The company pairs luxurious materials – such as calico wrapped and individually-sewn pocket coils, natural New Zealand wool, pure cotton and finely woven Belgian damask fabric – with new technologies and quality manufacturing. To learn more about Marshall Mattress, please visit www.marshallmattress.com.
About The Flex Group
E.S. Kluft & Company and Marshall Mattress are owned by The Flex Group from Madrid, Spain. Founded in 1912, The Flex Group is amongst the world’s top 10 global sleep products producers with production plants in Spain, Portugal, Brazil, Chile, the United Kingdom and the United States, and commands a leadership position in premium bedding.
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