Mattress manufacturer’s focus on top priority needs of today’s consumer is a strategy that pays off for retailers.
At the recent Last Vegas Market, MLILY USA doubled down on its focus to meet the needs of today’s consumers: affordability and wellness. The company featured its affordable luxury line Onyx and previewed an expansion of the ChiroPro collection.
“Mlily’s focus on the needs of the end-consumer is aligned very well with what the company does better than most — that’s creating quality sleep products that are among the best value in the marketplace. Consumer surveys as they relate to mattress shopping tell us that the economy and back pain are top issues,” said Glenn Kobylarczyk, executive vice president.
The company’s introductions at the summer market address those priorities.
Debuting in Vegas, the Onyx collection is Mlily’s first mattress with a luxury look and feel priced for affordability and strong margins. It includes three models of 12-, 13- and 14-inch profiles, each with a distinct comfort option. The company said the sleek, black cooling knit fabric cover made an immediate impression visually for retailers, who were even more impressed with the comfort and price points.
A select group of buyers got a sneak peek at the new ChiroPro Max, which will expand the collection developed in exclusive partnership with the International Chiropractors Assn. Its distinguishing feature is the targeted lumbar support designed to provide optimum spinal alignment. In addition to multiple layers of specialty foams, ChiroPro Max offers a hybrid base foam with a triple-zoned pocketed spring unit for durable support. The cooling fabric cover completes this new chiropractor-approved mattress.
“Mattress sales have been riding the tough economy. Retailers are looking to us for solutions that make a difference for them and their customers. That means addressing where they feel the most pain – their wallets and their back,” said Kobylarczyk.
About MLILY USA
With you every sleep of the way. Headquartered in Knoxville, Tenn., MLILY USA is a key supplier of mattresses, pillows and sleep accessories to the North American bedding market. With a global network of state-of-the-art factories and warehouses spanning more than seven million square feet in Tennessee, South Carolina, Arizona, China, Thailand and Serbia, the company’s quality products are sold worldwide. In the U.S., MLILY has an exclusive partnership with the International Chiropractors Association to design and market bedding products based on clinical research and manufacturing excellence. MLILY also holds a unique global strategic alliance with Manchester United, the leading sports brand and popular soccer team in the United Kingdom, to deliver rejuvenating sleep products for enhanced physical performance.