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For the first time since they opened 112 years ago, Neiman Marcus will begin selling luxury mattresses as part of their “Art of Sleep” campaign. The luxury department store partnered with four mattress companies to offer premium mattresses for consumers who don’t mind paying more for products designed exclusively for Neiman Marcus.
The Art of Sleep collection also includes loungewear, sleepwear, and a step-by-step sleep beauty regimen designed to help customers make the most out of the restorative power of high-quality sleep.
This new venture for the century-old luxury retailer reflects their efforts to capitalize on the recent interest in the integral relationship between sleep and wellness, as well as the online shopping trend that has been gaining traction in the bedding industry for the past ten years. And with almost 200 direct-to-consumer (DTC) mattress brands available online, Neiman Marcus is betting on their luxury brand and historic cache to differentiate their bedding from all the others.
Each of the four mattress companies included in the Art of Sleep collection offers luxury mattresses available exclusively through Neiman Marcus:
All mattresses are available only online at Neiman Marcus and Horchow. Prices range from $1,500 to $25,000.
As saturated as the mattress industry is, there is still room for more players in the field. High-end retailers that have previously eschewed selling mattresses as too utilitarian see huge potential in the premium mattress market, are now inserting themselves in the game. And with more consumers willing to pay premium prices for luxury bedding shipped straight to their doors, there’s no need to clutter up a showroom with mattresses.
In addition, more and more people suffering from insomnia—as many as 33%—and other sleep disorders are looking for solutions to their sleep issues. One of those solutions is finding the right mattress for their individual needs. Add that search to an increased awareness of the relationship between sleep and overall health, and you have a lucrative business opportunity. As a result, new brands continue to pop up that promise to distinguish themselves in a crowded field.
Just this past week, a new direct-to-consumer company, Zoma, launched its first product line that features a mattress, pillow, and foundation designed with the special needs of athletes in mind. The Zoma mattress consists of three layers of specialized foam that each serve a different purpose. The top layer is designed to increase muscle recovery, the middle layer relieves pressure points, and the support layer keeps your spine in neutral alignment. Zoma joins a group of relatively well-established mattress brands that each feature a mattress designed for athletes.
It will be interesting to see how Neiman Marcus and these other newcomers to the mattress industry will fare against the competition.
Digital Commerce: digitalcommerce360.com/article/mattress-ecommerce-sales/
Journal of Family Medicine and Primary Care: ncbi.nlm.nih.gov/pmc/articles/PMC5353813/