What a better way for a bedding company to celebrate a 25th anniversary than to introduce the most advanced sleep products for kids who will be their future customers. Leading mattress manufacturer, Lady Americana^®, recently unveiled the ViscoKidz^® Collection, a complete line of mattresses and pillows for young kids.

These specially formulated visco memory foam beds are pressure relieving and create a healthy sleeping environment with its removable washable covers. "The ViscoKidz Program has been a great success not only because of the quality of the product but also for its aesthetic appeal," says Kerry Tramel, President of Lady Americana. Entire sets are available in kid-friendly, eye-popping colors of Barry Blue, Penny Pink, Lulu Lavender, Gilbert Green and Oscar Orange.

With an exceptional distribution channel and aggressive sales approach this brand is steadily growing and catching the eyes of Moms and Dads who want their kids to have the very best. Catherine Stevenson, who was shopping at a leading furniture retailer says, "We were looking for a new mattress for our 6 year old daughter and the moment we saw the pink ViscoKidz, we knew it was the one. And Kylie loves it. Not only were we able to match her mattress with the color of her room, we also got matching pillows. It was a great buy." The price-points are a unique selling feature for this program. With retail

Later this fall, Lady Americana plans to incorporate the patented ‘Support Edge Technology^®’(SET) in ViscoKidz Mattresses. The SET features a support edge offering extra support as one sits on the edge as well as on the complete sleeping surface. It will also help in supporting the sides of the mattress to prevent any type of sag so one can enjoy the bed for years to come.

The marketing program for ViscoKidz is as exuberant as the products. "We have a campaign that brings out the fundamental nature of this product. The consumers will have as much fun learning about the product as we had creating it," says Sarfraz Shaikh, Vice President of Marketing for Lady Americana. ViscoKidz mattresses feature a 7" core with a low profile box that is perfect for young kids to hop on. The covers are removable and washable. As kids are growing, they deserve the best sleep, which helps in their learning process. Better sleep results in better grades and and better sleep is what Lady Americana’s ViscoKidz^® Collection offers.

With the new FR industry standards going into effect on July 1, 2007, Lady Americana took this opportunity to redesign their entire bedding collection. Not only were the looks updated, the construction was revamped as well. With price points ranging from $399 to $2999, Lady Americana is guaranteed to cover your entire customer base. "We have an unwavering commitment to provide superior comfort at an affordable price," says Tramel. Lady Americana is the only mattress that has been scientifically proven to provide better sleep according to a study published in the Journal of Manipulative and Physiological Therapeutics.

The high-end Millionaire^® Collection now features 100% Natural Latex foam which offers a luxurious feel by gently conforming to body contours while inherently providing a naturally resilient and healthy sleep environment. Individually hand-made, these beds are perfected to achieve superior comfort by layering of visco memory foam and topped with a contrasting cashmere cover giving discerning consumers the best look, feel and comfort. They also include the patented Ameri-Spring^® and Ameri-Guard^® technologies which help in reducing pressure points and offer total perimeter support resulting in 20% more sleeping surface.

The visco memory foam bedding collection, ViscoTex^® offers unparalleled comfort and alleviates stress and pressure points across the entire body. With less tossing and turning, the consumer will get a better night’s sleep. This collection has been specially developed with a natural bamboo cover providing a luxurious soft sleeping surface.

Top-selling Elite^® Collection has foam-encased individually pocketed coils that are heat treated to add strength and memory and offers maximum support and durability. Only the highest grade of super-soft high-density foams and Viscose are used. The addition of CoolMax^® fabrics makes the Elite^® more appealing to consumers. SpinalMaster^® (formerly the Americana^® Collection) is a great value for the dollar. "As part of the $399 introductory price point, this collection represents a phenomenal buy, offering the VLS feature," says Tramel.

The newly redesigned collection was test marketed at Mathis Brothers Furniture, Oklahoma City, one of the top 30 furniture retailers in the nation. "Being able to offer the collection at the leading retailer gave us the finest opportunity to evaluate customer response. We were quite surprised and enthused. The overall collection along with ViscoKidz^® was enthusiastically received," says Tramel. Lady Americana features the best warranties in the industry and has, over the years, evolved into a leading quality mattress manufacturer. Owned by Mathis Brothers Furniture, the brand is growing globally. Adds Tramel, "We are a one-stop-shop brand. From high-end Latex and Visco memory foam mattresses to the more economical and durable products, our extensive collection caters to all consumers."