Services and Nonprofit Organization Marketing

KLUFT MATTRESSES

QUALITY AT IT'S VERY BEST

Hello mattress world.  I hope you got a really great nights sleep.  Maybe on a Kluft mattress, ha ha ha.  Today I would like to discuss the services that Kluft provides, as-well-as the services of its main vendor, Bloomingdale's.  When I think of service I think of the result of applying effort (human, or mechanical) to people or objects.  By its very definition Kluft has tried to provide the service of a mattress that enables the user to get a comfortable nights sleep.  You might ask how would Kluft accomplish this task.  First of all Kluft can use its proprietary methods to manufacture a mattress that consumers will enjoy a good nights sleep on.  Second Kluft can offer service after the sale in the form of a manufacture's warranty to cover defects.  The standard for this is usually 10 years.  Lastly, Kluft through its distributors can offer extra services such as prompt delivery, and information about all of its different mattresses.

Other supplementary services such as store warranties, mattress protectors, pillows, as well as other assesories are usually offered by the retailers.  These services helps to enhance the quality, and favorability of the Kluft brand.  Another service that both Kluft, and Bloomingdale's offers is its name, and reputation.  Now you might ask how is a companies name a service?  Throughout the last 4 months, I have researched, and blogged on both Kluft and Bloomingdale's.  I have found that these two companies are successful in providing, and selling Kluft mattresses because of the reputation of quality service that they have established over the years.  It is because of that reputation that both companies can market, and sell Kluft mattresses at the prices that are offered.  I no that using the term service in this way may be an intangible idea, but it is very important to Kluft and Bloomingdale's.

Kluft also uses idea's such as search quality.  This can be defined as a characteristic that a customer can easily assess before making a purchase.  Experience quality for the customer can only be assessed after they use the mattress.  It becomes harder for the customer to asses credence quality.  The customer would only be able to assess this with prior knowledge, or experience with the Kluft brand.  The most important factor for Klufts mattresses are reliability.  Kluft, and the customer depends on their mattress to be able to perform accurately, and consistently.  Without this nothing else would matter.

Throughout this year I have enjoyed learning about, and blogging about the various aspects of the Kluft brand.  Some of the things that I have learned by research online, at the manufacturing facility, and most importantly at Bloomingdale's, is that the Kluft brand is a combination of quality, well thought out craftsmanship, and a fair price for what you get.  I remember my first impression of seeing Kluft mattresses was one of wonder.  I also remember my first impression of Kluft mattress prices was one of disbelief.  Its because of those two impressions that I decided to blog about the Kluft brand.  This blog has helped me to justify everything positive about Kluft.  In other words they have earned my respect.  I don't no about you but whatever I buy it has to be justified in price, but most importantly in quality.  In other words I don't care if it cost $500, or $24,000 if I can't justify the quality it is not worth it to me.  To my delight I have found the Kluft brand to be an exceptional mattress that is desirable, and justifiable in every way.  In short, I am going to buy myself a Kluft.

Here's hoping you get a good night's sleep my friends. 

Developing and Managing Products

Defining World Class Comfort for the Past Decade

Since 2004, E.S Kluft & Company

Good morning mattress universe.  Today I am going to blog about how Kluft develops, and manages there new products.  Now to be totally fair I would consider all of Kluft's mattresses to be relatively new.  After all the company has been around for a little over 10 years.  That's still new right?  But since I can't talk about every mattress that Kluft has ever invented lets focus on 2 or 3.  Their newest product offering is their Palais Royale Vie de luxe which is from Kluft's beyond luxury collection.  Now you might ask what is a palais royale?  A very strange name right?  Well based on what I found on the internet, and based on my conversation's with employee's at Bloomingdale's, a Palais Royale is a high quality, high end luxury mattress.  Kluft developed this mattress, and it is sold in Bloomingdale's stores to customers that are looking for a high end mattress that has spared no expense in luxury features, comfortable surfaces, and high quality.  I will admit that last part might sound pretty subjective but hey I call it the way that I see it.

The Palais Royale Vie de luxe is hand tufted, and includes comfort features such as horse tail, talalay latex, luxury cotton, cashmere, and wool.  When Kluft developed this mattress for Bloomingdale's they obviously did there research and found out what people wanted in a luxury mattress.  It just came in the stores this year but my initial feelings about it is that it's a winner.  What always amazes me is that I never see any major advertising on t.v for this product.  You would think that because of its high quality, and high price, that you would see more traditional advertising for it such as t.v, or print.  I think that I have seen ads in the newspapers, and luxury magazines, but that's it.  I guess Kluft, and Bloomingdale's has figured out the best way to market their product.

Another product from Kluft that has been recently added to Bloomingdale's mattress mix is the Santa Cruz, and the Rio Vista.  These mattresses are a part of the Royale Soverign latex collection sold at Bloomingdale's.  What makes these mattresses so special is the fact that they have no inner springs, or coils, and that they have latex in them.  I was told that the latex relieves pressure points, and gives the mattress support.  One of the mattresses (Santa Cruz) is designed to be firm, and the other (Rio Vista) is softer.  After going by Bloomingdale's to try them both my favorite is the Rio Vista.  The good news is that these mattresses are closer to my budget than the Palais Royale.

As I have been on my mattress journey over the last 3 plus months I must say that I am very impressed with Kluft.  I am impressed with the fact that each one of their products are very innovative, and comfortable.  I like the fact that Kluft gives the customer many choices to get the right mattress for them, whether it is the high end luxury Palais Royale, or the soft latex Rio Vista.  It is possible to find one within your budget.  Maybe one day I will make up my mind on which one is the best for me.  What about you?  Well that's all for now.  See you next week.

Segmenting an Targeting Markets

Crafted by Master's

"For those who never stop dreaming"

E.S Kluft

Good morning mattress world.  After a week off I am back at it again.  In my relentless pursuit of discovering the perfect mattress I will discuss a totally different aspect of the Kluft brand.  How they go about choosing their customer's.  Now to be totally fair, I am sure that Kluft, or their primary retailer would be happy to sell their mattress to anyone that walks in the store to buy one.  But you have to ask yourself is that true, or are these exceptional mattresses marketed to a particular demographic.  Well lets take a look together, and you be the judge.

For purposes of this blog I am going to only discuss the mattresses that Kluft offers at Bloomingdale's locations since that is where I have always conducted my research.  Now as noted before, Kluft offer's everything from its high end luxury mattresses such as the beyond luxury Palais Royale.  This mattress has everything from joma wool, cashmere, talalay latex, and horsetail in it.  It can retail for more than $40,000 before the sale price at your local Bloomingdale's location.  If that does not suite your fancy then why not try the Santa, Cruz, the Cambridge, or the Monaco Kluft mattresses.  These mattresses retail for between $6,000 to $20,000 before additional savings.

I have personally been into different Bloomingdale's location's and tried each one of the mattresses mentioned above and I must say I came away very impressed.  I am still trying to decide which one to buy.  The good thing is that each one of these mattresses come in different sizes from a twin, to a full, to a queen, to a king.  Thankfully one size does not fit all.  They let you decide what you like.  My question is who buy's these mattresses?  Is it broken down based on ethnicity, age, income, geographic location, or psychographic segmentation.  What I mean by that is when market segmentation is based on all of the above attributes plus lifestyles. 

I am sure that if you were to ask Kluft, or Bloomingdale's they would say that a Kluft mattress is for anyone who wants a good nights sleep.  That multi segment approach can help kluft brands appeal to a broad demographic.  Based on my experience in trying their different mattresses, I believe them.  What do you think?  Why don't you go to your nearest Bloomingdale's, and give Kluft a try.  I am sure the sale's associates would be happy to show you around.  Please feel free to leave comments on my blog after you have tried it.

Thanks

Marketing Communications

Good morning, or good evening mattress world.  I guess that would depend on your place in the universe, ha ha ha and ha.  As has often been my predilection,  this week I would like to speak to you about a single aspect of Kluft mattreses.  My topic this week is marketing communications.  Every week I have blogged about Kluft mattresses at Bloomingdale's so let's get to it.  Based on my research, I have found that Kluft attempts to reach out to its potential customers through good old fashioned COMMUNICATION.  I bet you thought I was going to say advertising didn't you.  What both Kluft, and Bloomingdale's hopes to gain through this communication is the following

1. They want to inform the customer of what Kluft has to offer (it's product mix).
2. They want to persuade the customer to come into Bloomingdale's to buy a mattress now because of a particular sale, or promotion.
3. They want to remind  their customers of how long the promotion will last.
4. Most importantly they want to connect with their existing customers. 

This last part is interesting to me because throughout my research, I have not found many instances of Kluft, or Bloomingdale's connecting with its customers through the normal channels such as social media.  I guess a business can also connect with existing, or new customers through good old fashioned word of mouth.  In other words, one customer telling a friend or a neighbor about their experience with their Kluft mattress, and then that information spreading exponentially. 

But what about the other forms of marketing communications such as  advertising, using sales promotions, personal selling, or public relations.  I know earlier in my blog I said that I would only discuss a single aspect of marketing communications for Kluft/Bloomingdale's, but I will at least touch on these other forms of communication.

When it comes to advertising, I have noticed in my area that it is done mainly through direct mailing.  These mailings consist of flyers talking about the different promotions offered at Bloomingdale's.  I never really see a specific Kluft ad.  The flyer generally talks about all the mattress brands carried at Bloomingdale's. 

For Kluft mattresses the personal selling avenue seems to work the best.  This allows the customer to experience the mattress first hand to themselves, and to have the knowledge of the sales associate.  I have experienced that aspect personally.

Isn't it amazing that with all the sophisticated ways out their for a company to market itself, that Kluft would be very successful by making a great mattress, and talking about it.  That is truly the mark of a great company.  Well that is it for now my friends.

Have a great nights sleep.
              

Product Concepts

I have often heard people describe luxury as a state of mind. 

In the case of a Kluft mattress, I would describe luxury as a state of a great nights sleep.

Hello everyone out there in the mattress universe.  Today I would like to blog about different product concepts as it relates to kluft mattresses.  I can remember my first experience with a kluft mattress.  A few years ago I was looking for a mattress.  I happen to be at a local mall browsing through several stores, and I came upon a store that I had never visited before.  It was a Bloomingdale's dept. store.  I soon ended up on the top floor of Bloomingdale's, and I saw that they carried furniture.  Upon seeing the mattress dept. I remembered that I needed a new mattress so this is where my journey began.

I came across a Kluft mattress for the first time, and the dutiful associate greeted me, and began to tell me all about it, but most importantly, she let me lay on one.  I must say my life changed forever shortly after that experience.  I made it my goal to learn as much as I could about Kluft mattresses, and that is why I am blogging about it.

This brings me to my first product concept.  Since I had never heard of a kluft up to that point, I would categorize it as an unsought product, or a product that I was not seeking at the time.

Now I must admit that after seeing the prices on Klufts various mattresses I had to really work hard to understand how they could justify the price that Bloomingdale's sold them for.  After listening to the sales associate, and researching Klufts product mix extensively I soon began to appreciate all that the kluft brand had to offer, and even respect the price.

Here is a brief list of kluft mattresses that are sold at Bloomingdale's:  the Santa Cruz, the Rio Vista, the Bristol, the Florencia, the Monaco, the Cambridge, and the top of the line for kluft luxury would be the Palais Royale.  These mattresses come in all sizes from a full, to a king size at many different price points.

Kluft even manufactures mattresses that are exclusive to Bloomingdale's.  Kluft offers many different luxury features such as latex, horsetail, silk, and cashmere just to name a few.  The manufacturer has anywhere from a ten year to a 20 year prorated warranty to go with there mattresses.

I must say that my experience has really made me want one for myself.

I am sure that the question on everyone's mind is that after trying it myself what did I think?  My thoughts are that kluft makes a truly wonderful product that I am sure everyone would love.  Why don't you try one for yourself, and tell me what you thing.

Personal Selling and Sales Management

How would you measure a good night's sleep?

Hello all.  Today I will discuss how the Kluft brand establishes a unique, almost inseparable bond with it's customers.  It's important to note that kluft doesn't sell their own product.  Their job is to make the best, most comfortable mattress that they can.  As I have discussed on all my blogs, Kluft sales their mattress through various retail vendors.  One of their largest vendors is Bloomingdale's.

Bloomingdale's accomplishes its goal of increased sale's through several methods:  1. they display the beds in an appealing way, 2. they have highly trained sales associates that present the kluft mattresses to their customers, 3. Bloomingdale's market the kluft mattress through various channels, and 4. Bloomingdale's run's various sales promotions throughout the year to attract new customers.

 

Another very important way a company can effectively market their products is by the personal relationship that the sales team establishes with its customers.  I am sure that any one can easily find mattress ads on television, find mattress ads on various website's on the internet, or even find mattress stores in the phone book. It would be easy to find dozens of companies that sale mattresses.  Now when you are looking for higher end, or higher priced mattresses like the Kluft Palais Royale, then it becomes a little more challenging to find them.  So what methods do retailers like Bloomingdale's effectively used to locate, sale, and keep customers that purchase higher priced mattresses?

One of the most effective methods is to have promotions that attract customers to the retail location.

Once the customer is in the store then the knowledge that the sales associate has becomes the next important factor.  After the sales associate has gained the sale, the next and single most important aspect of the sale is through follow up with the customer.  That follow up after the mattress has been delivered can really set the tone of trust between the salesperson, and the customer.  This interaction is a big contributing factor between the sales associate potentially gaining repeat business from the customer through future mattress sales.  If the sales associate is really good then it can also lead to referrals from the customer.

I think that it is very important to build a great product.  If you build it good enough then they will come.  Kluft seems to have accomplished this with its Palais Royale, as-well-as its many other mattress offerings.  It is also equally important for the retailer to do there part to advance the mattress brand by successful marketing, proper sales technique, as well as carefully building long term relationships with its customers.  This should keep kluft in business for a long time.

Advertising, Public Relations

"DESIGNER, EARL KLUFT. THE WIZARD OF AHHHs".

“I want to make a mattress so great that if I sell one to my neighbor
or best friend... I will know they will be completely satisfied...”
– Earl S. Kluft

Hi all.  Today I would like to discuss how Bloomingdale's  advertises its Kluft mattresses .  Based on my research, I have found that Bloomingdale's uses a lot of the traditional advertising mediums such as print newspapers, and luxury magazine ads.

They also use another really innovative way to reach their high end customers.  Bloomingdale's runs different sales through out the year for their furniture department.  During those different events, I have noticed that Bloomingdale's will send out their ads to existing customers.  Maybe their thought is that once they have a loyal customer that has shopped in their store but has not purchased a mattress, that can provide a unique opportunity to invite them back into Bloomingdale's for a mattress.  Bloomingdale's even has a loyalist program that rewards customers in different ways every time they shop.  This loyalist program is easy to sign up for, and allows the customers to get cash back, in the form of a gift card that can be used on future purchases.

Some of the different promotions advertised by Bloomingdale's is the one day home sale, friends and family sale, plus their holiday sale (black Friday) just to name a few. 

Bloomingdale's advertising model covers several different advertising definitions: 1. pioneering advertising, which is a form of advertising designed to stimulate demand for a new product, 2. competitive advertising which is designed to influence demand, and 3. advertising  objectives which is specific communication task that a campaign should accomplish for a specified target audience during a specified period. 

The kluft manufacturer will work with their primary vendor (Bloomingdale's) to use nontraditional means of advertising.  Sometimes Bloomingdale's will have special sale's events to bring in specific customers to purchase their mattress.  One such event is called breakfast in bed.  This event invites loyal Bloomingdale's customers into the store and provides breakfast for them while they are trying out the new mattresses.

Well that's all for now.  Tune in next week to see what's new in the Kluft mattress world.

Marketing Channels and Retailing

"PERFECTION IS A JOURNEY, NOT A DESTINATION"

"PUSHING THE BOUNDARIES OF CRAFTSMANSHIP"

E.S KLUFT Dec. 2014 

The Kluft brand really exhibits the concept of channel of distribution.  What I mean by this is the fact that even though Kluft has been in the luxury mattress business for a number of years, it would not be the company that it is today without the important relationship that it has with its main distributor, Bloomingdale's department store.  That relationship which is mainly as a supplier, and distributor has allowed the Kluft brand to become a true symbol of what a luxury mattress has to offer.

Throughout its history Kluft has not only grown its brand through new product offerings like its beyond luxury, Kluft signature, royal sovereign, and royal sovereign latex line, but it has also expanded nationally, as-well-as internationally through targeted acquisitions.  This measured growth can only seem to continue now that Kluft is a part of Flex Group out of span.

For this weeks blog I will discuss the experiences that I had at one of Bloomingdale's locations that sale Kluft mattresses.  My very first impression was one of modern comfort and luxury.  Of course the first mattress that I tried was the Palaise Royale which is Kluft's top of the line, or flagship mattress. 

The sales associates treated me like a regular customer in that they allowed me to lay on the mattress to get a true feel of the comfort features.  When I heard the regular retail price I could not imagine why any mattress would retail for over $42,000.  The associate that showed me the mattress laughed at my hesitation about the price.  She said that she gets that reaction all the time.  She then proceeded to let me lay on it.  While I was trying the mattress the associate also educated me about its construction, comfort features, and even its warranty. 

She also stressed the relationship that Bloomingdale's had with the manufactures, and that Kluft had to adhere to Bloomingdale's standards of high quality.  I slowly begun to realize that even though that mattress was out of my budget, I could not deny the quality that it entailed.  To me it was worth every penny.  Bloomingdale's even has a relationship with Kluft to where they have mattresses that are only made for them.  In fact, only after you place an order for your new Kluft is it even hand crafted.  Made just for you.  Now how's that for great service.

Consumer Decision Making

 Hi all.  Today I am going to discuss how consumer decision making has affected the evolution of the kluft mattress.

As all marketers know consumer behavior can be predictable, as well as unpredictable.  The most important thing a business owner has to do is to figure out what that behavior is at any given time, and model that product as well as there promotions to fit that behavior. 

When E.S Kluft came up with the idea of making a better luxury mattress he realize that he not only had to install value in his product, but also to influence the general consumers decision making process in his favor.  Kluft realized that if it could make a luxury mattress that stimulated the consumers sense of sight, and touch then selling them would be easy. 

The Kluft brand business strategy is nothing short of brilliant.  How many new companies that you know of will start out at the top of the food chain with pricing.  That is what Kluft did.  The felt that the high end niche mattress market would establish a strong reputation for their brand.  By building their business with the high end mattress market Kluft was then able to start pursuing the middle market.

Kluft learned early on that a business can influence consumer decision making not by just being the lowest, or most competitively priced, but by having the best product.  This thinking is what produced the Palais Royal mattress, among Klufts many luxury brands.

Even though the kluft brand is sold every day.  Kluft realizes that its brand sometimes requires extensive decision making by its consumers before they make a decision to buy.  They also are aware that their are many other mattress brands, and companies out there that can make their mattresses and have them available for the customer in a matter of days.  The palais royale can take up to 3 days to make with several people working on it.  Kluft decided long ago not to sacrifice quality, for quantity.  They no that their quality mattress will put them in a category that few other companies can be in. 

This insistence on quality is what will ultimately help Kluft have the greatest impact on consumer decision making.

Developing a Global Vision

Leading up to this blog I have discussed how Kluft is a luxury brand of mattresses sold at Bloomingdale's around the United States.  This blog will look at how Kluft is really a part of a company with a global reach around the world.
According to my research PR/Newswire, on July 5th 2013 a company called ViSpring, a subsidiary of Flex Group of Spain increased its presence in North America by teaming with E.S Kluft and Company.  Although both companies target the luxury mattress market, they will each continue selling and marketing their brands separately with their own unique product portfolio.
By combining with ViSpring, Kluft hopes to expand its retail network overseas into ViSprings market.  Vispring operates out of Europe, Asia , and North America.
Flex Group Spain, the parent company of  ViSpring, and Kluft has a strong presence in Southern Europe and Latin America.  Here is a brief pedigree of the 3 companies:

1. E.S Kluft & Co., LLC was founded in 1986 by Earl Kluft.  Headquartered in Rancho Cucamonga CA.  Purchased Aireloom brand, which manufactures Sealy, and Simmons mattresses in 2004.  Sold primarily throughout the United States.
2. ViSpring.  Founded in Plymouth England in 1901 by James Marshall.  Operates mainly in Europe, Asia, and Madrid Spain.
3. Flex Group Spain.  Founded in 1912, in Zaragoza Spain by the Betere family.

The thinking of the ownership group was to create a global company with a combined dominant reach across all the markets that it serves.  As a result of the merger Flex Group, the parent company holds market leadership in the luxury mattress segments in Spain, Portugal, Brazil, Chile, the United Kingdom, as well as the United States.

The new companies brands range from the luxury mattress markets of Kluft, ViSpring, Aireloom, and ASTB, to the middle mattress markets served by Flex, Dorwin, and Epeda.

This combination serves all parties involved.  It serves ViSpring and Flex Group by providing a bigger footprint in the lucrative U.S mattress market.  They also take advantage of Earl Klufts mattress no how since he will be the C.E.O of the U.S part of the company.  Kluft benefits because it gains a foothold into the European, Asian, and South American market that has been dominated by ViSpring, and Flex Group.  This merger seems like it is truly a match made in mattress heaven.

The Marketing Environment

                                                                    KLUFT

                                                          Crafted By Masters

" Deftly tailored by hand with the finest materials, artistry and precision.  Kluft craftsmanship sets the universal standard for sophistication and refinement. "

Kluft is a luxury brand mattress that targets baby boomers ( people born between 1946 and 1964 ), generation x (people born between 1965 and 1978), as well as generation y (people born between 1979 and 1994).

Kluft does this in a number of innovative ways :

• various print, and television media campaigns
• targeted marketing campaigns such as mailed brochures, and flyers to existing loyalist customers.
• in store public relations events such as breakfast in bed, company employee appreciation diners, as well as lifestyle magazine advertising.

Kluft realizes that in order to compete they had to implement a strategy to shape the external environment in which they operate.  One way this goal is achieved is to develop a brand that not only appeals to a specialized demographic, such as the high end luxury market, but to also have a product that can appeal to the general mattress customer as well.

Some example's of this is the roll out of a new line of luxury mattress the Palais Royale Vie De Luxe.  This mattress appeals to the high end market with features such as talalay latex, naturally breathable Moosburger horse tail, and cashmere.

Kluft also developed the Cambridge mattress.  The Cambridge is a moderately priced mattress consisting of Belgian damask, spun rayon, and a super soft plush foam.  The Cambridge has a more affordable price point that is designed to appeal to a more budget conscious buyer.
One of the key marketing strategies that Kluft uses is to place its merchandise in stores that are located in affluent areas.  Even though the company is confident that they have a brand and a price point to fit most budgets, there product placement is still geared towards wealth middle to upper class customers.
Throughout my research of the Kluft brand I have tried to gain a true understanding of their product, as well as how Kluft can justify the price.  Besides my basic computer research, I have also visited several Bloomingdale's locations to see the mattresses.  I have layed on them extensively.  I have also interviewed employee's that sale the kluft mattresses daily.  I also had an opportunity to interview the department manager who has been with the company for over 20 years (Bloomingdale's).  Recently I was given the opportunity to interview a regional key account executive for Kluft.  His name is Kevin York.  He gave me the opportunity to visit one of their manufacturing facilities so that I could see for myself what their brand represents, and the quality that goes into its construction.  My tour of the facility took place at Klufts Hazelton Pa. location and was conducted by the plant general manager himself.  I must say I was very impressed.  I will share my findings in greater detail on my next blog.

Kluft Mattresses: Their strategic planning for competitive advantage

E.S. Kluft & Company

Mission Statement

" Perfection is a journey, not a destination ".  This was a quote by the founder and owner E.S Kluft on December 2014.

This quote explains Klufts mission statement to define world-class comfort in a mattress for generations to come, to set the universal standard for sophistication, to push the boundaries of craftsmanship, and to truly master the luxury mattress business.

The company has 4 strategic business units:

1. Beyond luxury:  featured mattress/ The Palais Royale.  Mattress is designed to provide maximum pressure relief.  Has comfort materials such as cashmere, joma wool, prime cotton, horse tail, and talalay latex. The mattress retails for $40,842 at Bloomingdale's.
2. Kluft signature collection:  features hand crafted mattresses that have over 5 pounds of cashmere to reduce pressure points.  Has natural talalay latex to give a fully responsive surface. Bloomingdale's sales the kluft Vienna which retails for $17,900.
3. Kluft royal sovereign :  built on 8 way hand tied construction box springs with individual wrapped coils.  Also has a damask cover.  Bloomingdale's carries the Oxford which retails for $10,200.
4. Kluft royal sovereign latex :  The surface of the mattress has no innersprings.  It conforms to your body.  The mattress has layers of talalay latex, and 100% cotton tricot.  This minimizes pressure points.  Bloomingdale's sales the Rio Vista luxury plush latex which retails for $14,095.

Klufts market development plan is to invent new medium priced brands like the cambride, and the Winchester so that they can expand their customer base to more customers. 

Klufts star within its business units is its royal sovereign latex brand.  This brand was developed to challenge tempur-pedic as well as go after an emerging market that is interested in a mattress without innersprings.

Klufts niche competitive advantage is that they have targeted a small but profitable segment of the mattress industry which is high end luxury mattresses.

Introduction & Overview of Marketing

Mission Statement

Located at the foot of majestic mountains in Southern California - on a six acre manufacturing site that was once a wine vineyard - E. S. Kluft & Company is dedicated to creating enduring personal sleep luxury. And no mattress celebrates this standard more than the handmade Kluft mattress. World class craftsmen use tried and tested methods to provide an unparalleled sleep experience – leading to a better life - for those dedicated to having the best.

Earl S. Kluft is president and owner of E. S. Kluft & Company. With Kluft mattresses, Mr. Kluft has created the next generation of TRUE luxury mattresses - with designs that allow the sleeper optimum pressure relief, luxury and support. Mr Kluft, also a third generation mattress patriarch, was the founder, former owner, and creator of the Chattam & Wells mattresses.

Beyond
Comfort

The Beyond Luxury collection is a marriage of old world artisanship and new world technique. Designed with the aid of a sophisticated body mapping system, it’s the most advanced mattress ever designed. We’ve brought rigorous tailoring with a mind for the details: traditional hand side-stitching, individually inserted hand tufts and an unmatched imported nested coil system.

Kluft Heritage

Since 2004, E.S. Kluft & Company has mastered the luxury mattress. Our founder, world-class master craftsman Earl S. Kluft, created a heritage of opulent, signature creations. These mattresses have defined world-class comfort for the past decade. For generations to come, Kluft craftsmanship will always set the universal standard for sophistication and refinement.

Kluft Today

Perfection is a journey, not a destination. We push the boundaries of craftsmanship and technology, fusing all-natural materials with a passion for design innovation. Our latest endeavor is the culmination of decades of hard work, knowledge and experience that could only be called by one name, Kluft.