Knoxville, Tennessee-based mattress manufacturer Mlily USA has launched a premium mattress collection developed exclusively for the big-box retail channel. The new Noctua Crafted by Mlily collection gives national and regional retailers greater control over pricing strategies to drive sales more effectively in their specific markets.
According to a news release, the retail-focused strategy expands and strengthens Mlily’s partnerships with big-box brands by offering a top-tier product line combined with the freedom to run promotions and move inventory without pricing restrictions. Noctua Crafted by Mlily delivers a retail story that resonates with today’s consumers — a product made in the U.S. from high-end materials and pocketed coil units — all manufactured by Mlily USA’s vertically integrated operations, which pours its own foam and produces its own coil units.
With Noctua, Mlily offers retailers a turnkey solution with curated designs and a shorter time to market. Mlily can also collaborate on fully customized private-label programs when retailers prefer to develop their own exclusive collections, the news release said.
“A ready-to-go line like Noctua helps retailers move faster and more profitably because it can fill open slots quickly without the time and expense of starting from scratch,” said Diana Genshock, national account sales manager for Mlily USA. “But we also know every retailer has unique needs, which is why we’re equally committed to building tailored private-label programs when the right opportunity presents itself.”
Noctua Crafted by Mlily features three hybrid mattresses, all compressed and folded for retailer and consumer convenience: The 10-inch Sora highlights sustainability with USDA-certified bio-based memory foam called BioFreeze; the 12-inch Wren is a zoned hybrid model that delivers targeted alignment at the hips and lumbar regions, where the body needs support the most; and the 12-inch Tern is is engineered for lasting temperature regulation with copper-infused memory foam and phase-change material.
“Inspired by our core line, Noctua crafted by Mlily is a well-differentiated collection designed to ensure success for big box stores while protecting the independent and specialty retailers who have been great partners with us for many years,” Genshock said.
