Spring Air International is preparing to roll out new, higher-end models that will extend the collection up to the $15,000 price point for queen mattresses in response to the relaunch of its opulent Chattam & Wells line last year.
Mattresses at that price have never before been offered by Spring Air.
The three beds that give the Chattam & Wells line a new look and set it apart from the other seven beds currently sold under the brand were previews at the annual licensing summit held by Spring Air last week.
The brand’s signature crown and branded plates are featured in gold on the silky ivory top panels of the new models, and each mattress has a removable topper that is fastened by buttons with navy and gold fabric tabs. The new models also have a rich, midnight navy velvet border stitched in the brand’s Chesterfield design. The seven-bed Chattam lineup that is currently available features taupe and beige colors and was unveiled in January at the Las Vegas Market.
The company’s top Chattam & Wells retailers have been using the company’s current mattresses, which range in price from $3,299 to $7,899 for a queen, with success, according to Spring Air President Nick Bates, and have been requesting a brand extension that is more expensive. The price points for the new models are $10, 999, $12, 999, and $14, 999.
“When a consumer walks through a store and sees and feels these beds, they know it’s luxury,” Bates said. “We’ve been asked to provide more ammunition with top-notch beds by our Chattam retailers. They are requesting a higher luxury price point for the brand. These brand-new beds perform well.”
Jan.’s winter Las Vegas Market will be where the company will present the newest Chattam brand products. 29-Feb. 2, 2023, and while a few adjustments will be made, according to Bates, the brand expansion’s overall look and feel will not change.
“We needed to push the envelope with these new beds,” he said. “the daring, previously unexplored use of colors—navy and gold—as well as the refined toppers, intricate details, and luxurious materials If you provide customers with value, they won’t be reluctant to spend this kind of money. With these new beds, we have done that.”
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