Luxury bedding manufacturer E.S. Kluft & Company is in a “New York state of mind” as it unveiled a newly designed 2,000-square-foot shop-in-shop at Bloomingdale’s flagship Manhattan store that uses stunning graphics, rich color hues and brass-colored accents to convey upscale city living with its uber-luxury bedding brand.
Replete with a 75-linear-foot illuminated photo of lower Manhattan as a backdrop, Narragansett Green and a brass logo and accents. The Kluft-branded lightbox will be changed out frequently to highlight other city landmarks including Central Park throughout the year.
Kluft Signature Collection and Royal Sovereign mattresses on the Bloomingdale’s floor are also displayed on a lineup of exclusive micro-coil adjustable bases that Kluft collaborated with Reverie to create. The strategy builds on the belief that mattresses shown on power adjustable bases tend to increase retail tickets as consumers often opt to buy the base along with a new mattress. In addition, each mattress has a Kluft upholstered headboard attached.
“We’ve succeeded in creating a space that delivers upscale, refined elegance,” said Dominick Azevedo, executive vice president of sales of E.S. Kluft. “The beauty of the Bloomingdale’s showcase is that the presentation can be interpreted for other retail partners, and we’re eager to help elevate the standard of mattress retailing with them, as well.”
Working hand in hand with Bloomingdale’s visual display and home furnishings teams, Kluft designed the space as a comfortable retreat for experiencing its luxury mattresses.
“Our two distinct brands speak to very different consumer groups, and each tells a different story,” said David Long, vice president of marketing. “Our new presentation in the New York Bloomingdale’s helps translate the story of luxury and beauty. It only makes sense that the world’s finest beds be presented in an upscale manner.”
Based in Rancho Cucamonga, Calif., E.S. Kluft & Company’s two brands are Aireloom and Kluft. Kluft is its most luxurious brand available through Bloomingdale’s and other prestigious retailers like Harrods. Aireloom offers artisanal quality and legacy features such as, hand-tied coils and hand side-stitching, and the quality designs feature cutting edge, patented production methods. Visit www.KluftMattress.com and www.Aireloom.com for more information.
Kluft and Aireloom are owned by The Flex Group from Madrid, Spain. Founded in 1912, The Flex Group is the world’s top 10 global sleep products producer. It commands market leadership positions in Spain, Portugal, Brazil, Chile, the United Kingdom and the U.S. The company is comprised of seven manufacturing companies with a total of nine production centers, three retail chains and 115 showrooms in seven countries. The Flex Group brands include Vispring, Kluft, Aireloom, ASTB and Flex.