Classic Brands Launches First Turnkey Omnichannel Program

  •    Author: Mike Jasfer

Specialty bedding producer Classic Brands recently announced that it will be offering its new four-model Hybrid Infinity Collection as the industry’s first turnkey, omnichannel bedding program that includes product, a vibrant website and e-commerce platform, and social media program. The company will launch the new program at the Winter Las Vegas Market.
“This is the first time anyone in the industry has curated a turnkey model like this. The program is especially significant for retailers who have been challenged launching their own ecommerce or bed in a box program. This solution enables them to essentially plug and play a program that is proven to be a success,” said Mark Owen, executive vice president of sales and business development for Classic Brands.
Classic Brands developed the collection in collaboration with Sit ‘n Sleep, a leading mattress retailer based in Los Angeles, and Hybrid Infinity has been selling online and in the retailer’s 39 stores for the last nine months.
Working hand in hand with Sit ‘n Sleep, the Classic Brands’ product development team created the Hybrid Infinity Collection to target omnichannel shoppers and to give the retailer a competitive edge over e-commerce bedding brands. In addition to the four-bed lineup, the collection is supported with a branded, dedicated website, and a strong social media presence on Facebook and Instagram.
“Since its debut earlier this year, Hybrid Infinity continues to post significant incremental retail sales gains and contributions to strong bottom line margin growth,” added Owen, “Our collaborative approach in working with the Sit ‘n Sleep team to develop the collection and the marketing support behind the brand allows us to bring the Hybrid Infinity to market confident in its consumer appeal and retail success.
Capturing both instore and online sales, the collection is appealing to existing Sit ‘n Sleep customers, as well as bringing new ones into the stores. The collection’s success prompted us to bring the winning formula to a broader reach of retailers.”
Designed to with 11- and 12-gauge wrapped coils, specialty memory foams and cooling covers of phase change material, the beds are priced to retail from $899 to $1,499 in queen. The beds range from 10-inch to 15-inch profile and are packaged in Classic Brands’ signature bag for easy delivery or cash and carry by consumers.
“We’re thrilled with the success of the Hybrid Infinity line in our store network over a relatively short period of time,” said Nelson Bercier, president of Sit ‘n Sleep. “The collection continues to resonate with our consumer base providing the sleep experience they’ve been looking for. Working in conjunction with the Classic Brands team to develop the product and the marketing program to support it allowed us to pull consumer intelligence in what people want in their bed and in the shopping experience.”
The collection will be shown in Classic Brands’ Las Vegas Market showroom, B-970 in World Market Center during the market, January 26-30.    
About Classic Brands: Classic Brands uses the finest materials from around the world including all-natural and high-performance covers, Talalay and Dunlop latex, memory foam, gel-infused memory foam, innerspring and wrapped coil hybrid. Classic’s line of gel-memory foam and hybrid mattresses, with various luxurious constructions, represents the fastest growing segment of the bedding market. Classic Brands is committed to being on the cutting edge of designing and producing innovative products for people to sleep healthier. Its sleep systems are designed to help deliver the maximum benefit out of each night of sleep. For more information, visit www.ClassicMattress.com.

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