King Koil reports success from recent personalized “open house” customer events

AVONDALE, Ariz. – Leading mattress manufacturer King Koil said that more than 50 customers recently participated in its recent first-time factory open house events held at its factory and showroom here. The events, which took place during the first two weeks of February, enabled the company to show its new product launches in personalized sessions where products were curated to individual retailer needs, and health and safety precautions could be properly managed.

“We are very pleased with both the reaction and the level of participation by our customers to our recent open house events. In some respects, the open house enabled us to spend more quality time with our customers because we did not have the normal distractions of a national market,” said David Binke, chief executive officer of King Koil. “We hosted these creative – and safe – events as an alternative approach to the national markets to expedite our customers’ planning cycles for the upcoming busy summer selling season beginning on Memorial Day.”

King Koil factory

Not only did the attendees preview King Koil’s latest launches, but it was an opportunity for many of them to tour the 90,000-square-foot Arizona factory for the first time since its 2018 opening. The company also treated its customers to events enabling them to mix business and pleasure, including golf and spa packages.

According to Binke, retailers were attracted to the event because King Koil assured them that it would follow all the safety precautions required due to the COVID-19 pandemic – thus giving attendees the confidence that they would be in a safe environment. Also, it gave them the opportunity to visit a warmer climate during a time in which much of the nation was going through a particularly rough winter season. The open houses were so successful that King Koil is considering similar events in the future.

During the recent open house events, King Koil presented the relaunch of its Xtended Life mattress collection, including a fresh new look to the three-bed program which aligns the collection with the company’s recent elevated rebranding initiative. The company also launched a new split-king mattress and adjustable bed base for its Smartlife Mattress line, which is designed to adjust to body shape, weight, sleep position and consumer preferences. A national television advertising campaign for the Smartlife collection also made its debut during the event.

A leading global mattress manufacturer, King Koil supports more than 25 licensees in more than 80 countries where King Koil mattresses are manufactured and sold. Headquartered in Avondale, Arizona, the company has a long, rich history that reaches back to 1898 when Samuel Bronstein founded United States Bedding in St. Paul, Minnesota. What started out as six employees in a small factory has continued to grow. During the 1930s, U.S. Bedding improved the bedspring and was looking for a new name for its product. From there, the King Koil name was born. For more information, visit

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