PRATO, Italy — Italian bedding manufacturer Magniflex said it is launching its GiNO mattress brand at retailers in Seattle, Dallas, Austin and Miami to broaden new brand’s availability to consumers who prefer to shop in stores, then buy later either online or in the store.
Magniflex has begun shipping GiNO to Seattle Mattress Company and The Sleep Store in Seattle; Austin Natural Mattress in Austin, Texas; Dallas Natural Mattress and Bova Contemporary Furniture in Dallas; and SEB Mattress in Miami.
In a release, Billy Curtright, Magniflex national sales manager, said the company sees the new boxed-bed brand as an important part of its growth going forward.
“Early reaction … has been extremely positive, and this retail launch will bring even more awareness to the brand and help us elevate the mattress’ positioning as products that improve consumers’ quality of sleep,” he said.
Magniflex introduced GiNO at last summer’s Las Vegas Market as a brand targeted toward price-conscious Millennials. consumers. It’s a one-model, vacuum-packed boxed bed with a 10-inch profile and medium comfort level, constructed with Magniflex’s memory foam and waterlattex, with a performance fabric cover with silver fiber that the company said provides cooling and restorative qualities. GiNO is manufactured to conform to Oeko-Tex Standard 100, which means it has been tested, certified and contains no harmful substances.
The company recently expanded the GiO brand to include a pillow, with a cover also consisting of a performance fabric that delivers breathability and with silver fibers. Like the mattress, it’s also made to conform to Oeko-Tex Standard 100.