Magniflex partners with LaDIFF to create ‘sleep as art’ concept

RICHMOND, Virginia– LaDIFF, a leading contemporary furniture retailer based here, has collaborated with leading Italian bedding manufacturer, Magniflex, to merchandise ‘sleep as art.’

Unlike other furniture retailers who dress their mattresses to more closely look like an in-home experience, LaDIFF keeps the mattresses uncovered so “they speak for themselves.”

“The beauty of these mattresses is what appeals to customers at first,” said Sarah Paxton, president and co-owner of LaDIFF. “They are immediately drawn to the simplistic style in which we choose to present the mattresses – a few Magniflex pillows, a throw blanket over the middle third of the mattress, and a Magniflex lapel on the end. Our customers are drawn to the beautiful, artistic products we carry and Magniflex’s presentation only enhances its natural beauty. Once their interest is piqued, our RSAs – who are owners of Magniflex mattresses themselves – take care of the rest.”

LaDIFF currently carries the 10- and 12-inch MagniCool and MagniStretch mattresses in firm or plush on their floor. The MagniCool collection includes a layer that acts like PCM, which works to provide a dynamic response to temperature. It is made of high-tech yarn that does not absorb body heat and with its ultra-thin fibers, there is constant air flow within the mattress.This combination of advanced technologies creates a cooling sensation when your body hits the mattress. The MagniStretch collection features ElioformandEliosoft layers and Memoform padding that guarantee ideal spinal support, with a cover that combines natural Viscoseand Outlast fabricto regulate temperature and release excess heat.

Paxton noted that consumers typically do little-to-no research on Magniflex mattresses before visiting LaDiff, so driving mattress sales depends on a consumer’s initial attraction to the product. Her customers are attracted to Magniflex’s display due to the artistry that went into the creation of the mattress, and then fall in love after laying on the product.

“When it comes to Magniflex’s products, we like to let the mattresses do the talking,” she added. “In our stores, we are seeking more modern, European aesthetics and Magniflex’s mattresses completely fit the bill. We want our customers to view all of our contemporary and modern products as art, and Magniflex mattresses are no different.”

“Magniflex prides itself in maximizing the overall aesthetic of our products to provide a luxurious feel for consumers. When we partnered with LaDIFF, we were looking for a way to tell the mattress story on the beds and we found it counteractive to do so while dressing the mattress. Keeping them minimally dressed, or completely naked in some cases, is a great way to master the art of storytelling. It is also the perfect way to set LaDIFF apart from other furniture retailers who focus more on dressing mattresses to attract attention,” added Billy Curtright, national sales manager at Magniflex.

LaDIFF was established in 1980 by husband, Andy Thornton, with his wife Sarah Paxton joining in the 1990s, to bring change to the home furnishings industry. The furniture retailer is extremely well-known for carrying a variety of luxury, quality furnishings that are usually heavily influenced by a European style. The retail store is located at 1011 Commerce Road in Richmond, Virginia. For more information, visit

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