News release – RANCHO CUCAMONGA, Calif. – Wellness, sustainability, luxury and comfort make up some of the top bedding trends in the coming year, and E.S. Kluft & Company will answer the demand for these bedding must-haves when it showcases its collections at Winter Las Vegas Market. Visitors to Las Vegas Market, January 23-27, 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 coming off a fantastic year with great success of the new collections launched in 2021,” said Jon Stowe, managing director of E.S. Kluft & Company. “In spite of the issues the industry faced this year, such as supply chain delays, increased costs and labor shortages, our year has been exceptional… possibly the best we’ve ever had.
“We’re grateful for the great relationships we have with our retailers and we’ve worked hard to ensure our partners have everything they need to fulfill the high demand from the increasing number of consumers who are looking for high end bedding products,” Stowe added.
Health and wellness rules
As consumers and retailers continue to navigate the ongoing coronavirus pandemic, health and wellness continues to be a priority. Improving sleep quality is one way consumers are addressing this interest, and they are doing it by investing in quality sleep products.
“Our Aireloom Preferred collection continues to be a top seller as consumers look for quality mattresses that help give them a great night’s sleep,” said Magali Castillo, vice president of marketing for E.S. Kluft & Company. “In 2021, we revitalized the collection with three distinctive lines and 30 new models, each featuring our patented Aireloom Lift™ technology and including the highest quality materials for superior support, comfort, air circulation and temperature management.
“The response from our retail partners has been amazing, and we expect the strength of this collection to continue in 2022 as consumers search for the ultimate great night’s sleep,” added Castillo. “In addition, we’re seeing a growing interest for
clean products with antiviral, antimicrobial and hypoallergenic qualities. Our bedding products, made with natural components, meet these consumer expectations.”
Sustainable Materials Matter
Interest in sustainable products continues to grow and retailers are responding by making sustainable shopping easier for consumers.
According to a National Retail Federation and IBM survey, nearly 80 percent of consumers report that sustainability is important for them and nearly 60 percent are willing to change their shopping habits.
“For us, sustainability has never been a trend, rather it’s part of our company’s DNA and has been since the beginning,” said Castillo. “Our mission is to continue to handcraft mattresses using natural fibers and premium materials that are not only good for your body, mind and soul, but also our planet.”
“For example, our Aireloom Karpen Natural collection brings together the finest quality natural materials, like TerraPurTM Natural Latex, wool and blend of natural fibers. The natural materials include a special Belgian Jacquard with innovative SeaCell™. Derived from renewable resources, cellulose and seaweed, SeaCell™ revitalizes the skin and adds an extra touch of softness and comfort,” added Castillo.
E.S. Kluft & Company products hold certifications from several eco-conscious organizations including the eco-INSTITUT, OEKO-TEX, and Certipur-US. The company also partners with One Tree Planted, a nonprofit dedicated to helping the environment by planting trees.
Luxurious comfort is the new necessity
Consumers have responded to the pandemic by investing in their homes and that includes not skimping when it comes to their sleep environment.
“Related to the growing awareness of the benefits of good sleep, people are realizing it’s worth investing in a good, quality mattress,” said Castillo. “Comfort will remain the key driver for purchase, and interest in high-quality natural products will continue.
“Our mattresses across all three brands – Kluft, Aireloom and Marshall Mattress — are handcrafted with the highest attention to detail. Each mattress includes a selection of luxurious materials such as cashmere, silk, organic cotton, specialty wools and foams, and other natural materials, depending on the model selected,” Castillo continued. “All are designed to provide the highest level of luxurious comfort.”
Answering Retail and Consumer Demand
“In addition to introducing more than 30 new models under our Aireloom brand last year, we also expanded our Kluft and Marshall Mattress offerings,” said Castillo. “We continue to receive a lot of positive feedback about these collections, which give our retail partners the benefit of showcasing a variety of new luxury bedding products to answer consumer demand and interest.”
With a strong presence already established in Canada, E.S. Kluft recently placed the Marshall Mattress brand in its first U.S. retailer and plans for more new locations in early 2022.
“We’re heading into 2022 with a lot of optimism. Our retailer partners are excited about our collections as well as our commitment to exceptional service, and they are telling us that our luxury bedding products are generating enthusiasm among both their sales associates and customers,” added Stowe.
