Primo introduces a truly royal mattress

HIGH POINT — Primo International came to Market with a mattress fit for a king.

And a queen.

In fact, the new Balmoral, one of the Canadian importer’s two models in the Royal Collection, is the very mattress slept on by Prince William and Princess Kate — the Duke and Duchess of Cambridge, the future king and queen of England — at their country estate.

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“It’s completely handmade, completely hand-tufted,” said John DeFalco, Primo’s senior vice president. Features include premium filler materials including latex, cashmere, wool and silk and 7,700 coils in the Balmoral model, which will retail for $3,500 to $3,999 depending on the retailer and the margin they want to take.

A nearly-as-royal Kensington queen mattress has 4,500 coils, slightly different filler components, and retails for $2,499. Comfort-wise, it has more of a medium-firm feel compared to the plush-firm Balmoral.

On the wall of its bedding space in the International Home Furnishings Center, Primo has blown up the writeup the royal couple, their country house and the mattress have received in London’s Daily Mail and People magazine.

Primo’s  Royal Collection resulted from the company’s existing business in the United Kingdom, which includes sales to John Lewis & Partners, the UK’s largest high-end department store company. One of its connections is heavily involved with the factory that makes the mattress, DeFalco said.

“So we thought we’d bring this across the pond, as they say, offering it to Americans who want to sleep royally,” he added. DeFalco declined to name the UK partner.

Primo considers this a soft launch of the collection and has been pleased with the response so far, even though October Market attendance has been light.

“This is not a big show because of what we’re dealing with with the coronavirus, but the reaction is quite nice in terms of the look, the feel, the comfort, the pricing,” DeFalco said. And our sales team loves it. They’re looking forward to having it in inventory.” (Royal is expected to be in stock by the end of the year.)

“The (bigger) bedding show is in January (in Las Vegas) and we’re  hopeful by then we’ll be able to do a second launch there to the bedding buyers.”

Separately, Primo introduced four new stocking programs here, with product on order now and expected to be in it’s U.S. warehouses by the end of the year. This includes 11 SKU’s from its popular media sleeper program which combines the function of a sleeper sofa with storage and gaming capabilities; six new leather upholstery sets; a three-model power-recline lift chair program and four new gamer chairs.

The leather upholstery includes four sets with top-grain leather all around (no splits or matches) topping out at a $1,599 retail price point; and two leather match sets that hit a $799 price point.

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