Home Textile - One Virginia Retailer Showcases This Mattress as ‘Sleep Art’

Contemporary furniture retailer LaDiff has collaborated with Italian bedding manufacturer Magniflex to merchandise “sleep as art.”

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 label 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.”

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. “When it comes to Magniflex’s products, we like to let the mattresses do the talking,” she said.

“Magniflex prides itself in maximizing the overall aesthetic of our products to provide a luxurious feel for consumers,” added Bill Curtright, Magniflex national sales manager. “ 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.”

LaDiff is located at 1011 Commerce Road in Richmond, Virginia.