Kingsdown, Inc is a premium bedding manufacturer based in Maebain, North Carolina. has revamped its Prime collection with an “impact look” and a friendly price range designed to appeal to a wider range of independent local retailers and attract a wider consumer demographic.
“We’re getting a page for luxury automakers that create entry-level models to attract new, mostly young consumers,” said Frank Hood, president and CEO of Kings Down.
According to Hood, Prime’s Kingsdown’s goal is to round out the brand’s luxury price range and product mix, especially for retailers carrying more luxurious collections such as Passions and Vintage.
“We also look at a great opportunity to grow alongside independent local retail players who may view Kings Down as an affordable luxury brand for the average customer,” Hood said.
According to a news release, 14 new models from Prime Collection feature a form encouraging structure that Kingsdown calls full-body surround. This is an upgrade from the previous boundary coil design in the collection that provides edge-to-edge sleeping surfaces.
The mattress height ranges from 11.5-14 inches, all adjustable base compatible. Prime’s high-end models include features such as increased pressure relief, maximizing support and Tritech Gel Memory Foam injected with copper, silver and graphite, and Tritech Gel Memory Foam, which infuses cooling gel foam, the news release says.
The company said the key to Prime’s success on retail floors is unique design, unlike other entry-level collections currently on the market. Created by the same design team that produces Kings Down’s high-end fashion-driven collection, the Prime Mattress features a floral pattern at boundaries inspired by a gentleman’s pocket square designed to make the entry-level bed look more expensive than it actually is.
“With the catchphrase of “Excellent Choice, Exceptional Value,” Prime was designed to stand out on the retail sales floor, but not just flipping through the head of the visual presentation,” Hood said. “Retailers are drawn to this collection. With no map pricing, there’s an opportunity to make more money from Kings Down, adjusting it to the margin mix, not just for the product mix, but also theoretically for the margin mix.”
