|
Classic Sleep Showed
an All-Imported Lineup at High Point
Says Curb Appeal &
Value at $1,500 and Under is Unmatched
Edited by: Dale T. Read,
Editor-in-Chief
November 13, 2009 - Michael Zipelli CEO of
Classic Sleep Products has combined his keen
knowledge and experience at retail, with Classic Sleep’s
inherent strength for innovation and technology, along
with a strategic and planned Chinese import strategy to
offer excellent value sleep products to the marketplace.
For the first time in its history, Classic Sleep
Products exhibited only imported mattresses at the
company’s new space at High Point Market, this past
October.. The cutting-edge specialty sleep manufacturer
said that it was taking the step as the quality of
Chinese products, specifically at $1,500 and under price
points, has tremendously improved and is the best value
for consumers looking in that range today.
Engineered Hybrids / Strategic Imported Products
Offering New Solutions and “Value”
The company’s lineup is weighted toward hybrid
mattresses, which combine multiple sleep technologies,
including visco-memory foam, latex, encased coil and a
3-D fiber technology.
“We have worked closely with our Chinese plant for the
past several years. They are building beds to the same
specifications we use in our Jessup, MD facility, but at
pricing that delivers greater value to the consumer,”
said Classic Sleep Products CEO Mike Zippelli. “Because
of the cost differential, we are able to put many more
features into the mattress at these price points than we
could if produced these mattresses domestically.”
Zippelli admits that his comments may not be popular to
some in the industry, but he believes that domestic
manufacturers, like Classic, need to continue to make
premium product in the U.S., and use overseas
manufacturers where it makes sense in their lineup.
“The market is incredibly competitive at the $1,500 and
below price point. We need to go overseas to make that
product more enhanced and deliver greater value,” he
said. “On more premium product, where the margins are
higher, we can still do a better job in our own plants.”
Zippelli said that quality and logistics issues that
might have impacted Chinese imports year’s ago are a
thing of the past. He said production standards had
risen dramatically, shipping challenges had diminished
and with oil prices down from their year ago highs,
transportation costs had also plunged.
Classic floored all Chinese imports the High Point
market because Zippelli believes the market focus right
now is in the value sector. “The action in major sleep
shop chains is for products retailing below $1,500. It
just doesn’t make sense to me to force price points the
consumer is not interested in right now,” he added.
Classic showed the following beds produced overseas at
High Point:
-
Natural Expressions is
the line of eco-friendly compressed latex products
targeted to hit velocity price points. Each feature
a increasing layers of pressure relieving latex
foam, as well as luxurious Bamboo covers.
-
The Pure Elegance
collection marks Classic’s entry into coil
mattresses. The three-bed lineup features
individually encased coils and varying layers of
visco memory foam. It too can be shipped compressed.
-
The Ultimate Mattress
utilizes a technology new to the mattress industry.
Named Airetek, this new technology is a 3-D fiber
that sits just above the visco memory foam layers,
and just below the mattress cover. Its unique design
creates air flow throughout the entire surface of
the mattress, virtually eliminating the complaint
that specialty foam mattresses “sleep hot.”
“I am as excited about these products as I have ever
been about anything we have introduced at a market,”
remarked Zippelli. Justin Gannon, Vice President of
Sales, added that “these products further enhance a
product selection that we have had tremendous success
with. Natural Expressions, pure elegance and the
Ultimate Mattress all provide what today’s retailers are
looking for – consumer value, high quality and unique
comfort. All are targeted to hit price points consumers
are shopping for today.”
Classic sells its bedding products under the Dormia
brand, constructed with the finest components from
around the world including all-natural and
high-performance covers, lamb’s wool, visco-elastic
memory foam, Talalay latex and a unique, multi-zone
latex core.
 The
company offers enhanced features such as a quilted
mattress tops and deluxe combination models that are
comprised of memory and latex foam, as well as
adjustable beds that allows each person to maximize
their own sleep comfort. All premium bedding products
are manufactured in the U.S. using hand-made
craftsmanship and custom embroidery. The products are
the highest-quality sleep products available in the
market today.
Classic’s line of visco-elastic memory foam and latex
mattresses, with various luxurious constructions,
represents the fastest growing segment of the bedding
market. The mattresses are designed to help customers
get the maximum benefit out of each and every night’s
sleep.
For more information, visit
www.dormia.com.
 |
