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Magniflex says “Achievable Luxury” is Strategy Behind Launch Of Virtuoso Primo at Las Vegas Market

Furniture World News Desk on 1/24/2023


Italian bedding manufacturer, Magniflex, reported that it will introduce the Virtuoso Primo, a new two-sided mattress that offers temperature control for different seasons on each side, while being positioned as an “achievable luxury” buy for consumers, in its showroom C1532 at Last Vegas Market.

The new 13-inch contemporary mattress, which will be unveiled next week, was crafted with the realities of the current economy in mind and retails for a more achievable price point of $4,999 in queen, as compared to other comparable products. The double-sided mattress offers a warmer mattress during the winter season with cashmere and wool on one side, and then a cooler sleep during the summer season with silk and linen components. To add to the luxurious experience that this mattress provides sleepers, the Virtuoso Primo also features a satin cover.

“The mattress was designed to give our consumers a luxury mattress at a more achievable price point,” said Billy Curtright, national sales manager at Magniflex. “We wanted to create a mattress that combines all the elements that classify our mattresses as luxury: a beautiful appearance, temperature control, as well as comfort control for sleep partners with different comfort preferences, but at a price that isn’t impossible to afford with the economic state of the United States at this time."


With many mattress manufacturers focusing on creating products at lower price points, leading Italian bedding manufacturer, Magniflex is focusing on producing attainable luxury products and supporting its retailers with information and education to share with their consumers. The manufacturer believes unique brands and product offerings, plus a focus on building relationships with customers, will yield greater results for retailers.

“We’ve seen low foot traffic in stores since the pandemic and the emergence of buy online and ship direct to consumer. The issue here is trading confidence in a purchase for convenience. Many consumers wouldn’t know the difference between the many different mattress offerings or how the right mattress can improve your overall health and may just purchase the cheapest option,” added Curtright. “The relationship between independent retailers and consumers is vital. It will drive sales and give the consumer the opportunity to learn about how quality sleep affects their body and trust the retailer’s recommendations.

“Magniflex creates a variety of unique and different products that are manufactured to last longer and incorporates sustainability efforts that we realize are important to those looking to purchase a mattress, but many consumers wouldn’t know this without speaking to an expert. Establishing trust between the retailer and consumer and increasing the consumer’s knowledge of the products has a higher likelihood of a purchase, as well as long-term consumer loyalty when it does finally come time to replace your mattress.” 


 About Magniflex: Magniflex was founded 60 years ago in a suburb of Florence, Italy, and today more than 35 million people in 99 countries sleep on Magniflex mattresses. Known as a world leader in quality, comfort and innovation, Magniflex was the first mattress company in the world to gain certifications from OEKO-TEX®. The company’s central manufacturing facility produces up to 10,000 mattresses a day, many of which are exported to countries such as Japan, Spain, Germany, Russia, the United States and Canada. For more information, visit www.magniflex.com.