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E.S. Kluft & Co. Announces New, Larger Vegas Showroom

Furniture Industry News Update - Furniture World Magazine
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Article Summary: The additional square footage allows Kluft to debut a new floor configuration that will highlight its latest product introductions and merchandising solutions while maintaining a luxury atmosphere.


E.S. Kluft & Co., a premier luxury bedding manufacturer, said it would expand the size of its Las Vegas showroom by 20-percent with a move to a new corner space (C-1501) situated directly in front of the escalators and measuring 7,500 square feet. The additional square footage allows Kluft to debut a new floor configuration that will highlight its latest product introductions and merchandising solutions while maintaining a luxury atmosphere free from overcrowding.

Immediately upon entering the showroom, visitors will notice a new aesthetic featuring a dramatic front reception area with a 15-foot curved wall stretching to the ceiling flanked by two large wing walls and Kluft mattresses to be highlighted by dramatic backlit graphics. The design will reflect the luxurious products for which Kluft is known, as well as the company’s new playful brand positioning showcased in unique drawings first introduced at July market. Popular collections will be showcased on the floor as well as Kluft’s latest introductions.

Prominently presented in the showroom will be the brand-new “360-Degree Display,” an upscale and functional merchandising tool designed for Kluft’s retail partners, and providing a real contrast to what’s currently available in the sleep products industry.

“When you walk into a sleep shop now, the point-of-purchase displays have become very loud and confusing as everyone is competing for attention. However, to present the Aireloom and Kluft lines as the lavish products they are, we needed to create a fresh, new contemporary design to beautifully showcase our mattresses in a method that is classy, yet just as effective. We’re taking merchandising in a new direction to distinguish our collections and we believe this will help our retailers bring their attachment rate to another level, and further increase average sales per square foot. We’re excited for our big reveal in Las Vegas,” said E.S. Kluft & Company President and CEO Earl Kluft.

The new showroom will also have an added emphasis on adjustable bases with Scandinavian headboards, “bedsteads” and their counterpart adjustable-friendly mattresses.

“The industry and our company see the adjustable category as an area of continued growth, particularly for our upscale clientele that values the ability to both work and relax from bed with comfort and ease. Our creation of additional adjustable friendly models allows us to cater to those consumers and concentrate on the attachment rate that is crucial for our dealers,” said Kluft.
Experience E.S. Kluft & Co.’s new showroom and mattress collections at Las Vegas Market, Jan. 28 – Feb. 1, in building C-1501.

About E.S. Kluft: In 2004, third-generation mattress maker Earl Kluft founded E. S. Kluft & Co. and created the next hallmark of luxury bedding. Kluft’s Aireloom® designs offer artisanal quality and legacy features such as hand-tied coils and hand side-stitching. Kluft lines feature the most advanced patented conforming designs and technologies available in the world, as well as the highest quality materials, such as American made natural Talalay® latex, airegelle™ technology, bio-based foams, natural and eco-friendly fibers, English nested coils, New Zealand Joma wool as well as Belgian jersey knits and damask fabrics. Kluft’s flagship factory is located in Ranch Cucamonga, CA and in 2012 the company added a state-of-the-art East Coast facility in Hazelton, PA. Kluft is available in more than 350 select U.S. retailers and internationally. To learn more, visit www.kluftmattress.com and www.aireloom.com.

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