Retailers laud Kluft lines

Gardena, Calif.— Larry Miller, president of powerhouse bedding retailer Sit 'n Sleep, says Earl Kluft is off to an encouraging start on his showroom floors.

Sit 'n Sleep has added seven of Kluft's E.S. Kluft and Aireloom models to its extensive bedding assortment, which includes

"Based on Earl's past success we had to give him a shot," Miller said in an interview at Sit 'n Sleep's new corporate headquarters and warehouse here. "The attraction for us is innovative designs, good feels and looks, and good margins."

Miller described Kluft as "a genius with covers, designs and feels" and said he "has always made the best product, styles and quality."

Kluft left Spring Air in 2003 after almost 40 years, including a term as chairman of the board. Among his contributions there were the creation of the Chattam & Wells and Four Seasons mattress lines.

Last year, Kluft returned to the bedding industry with his acquisition of Aireloom, a brand launched on the West Coast decades ago.

"There is instant credibility with Aireloom with older consumers," Miller said. "They are familiar with that product. Aireloom always was the hallmark of excellence."

Sit 'n Sleep, the largest bedding specialty retailer in the sprawling Los Angeles market with 14 stores, is just one of Kluft's returning retail partners. Another is Mancini's Sleepworld, a 22-store retailer based in Livermore, Calif.

"We were shopping for an ultra-premium line to go the next step beyond Chattam & Wells," said Randy Mancini, president. He said Kluft has brought "the best products and merchandising plans" to the industry with his new lines. "Earl has forced everyone to sharpen their pencils," Mancini said. "They are scrambling."

Mancini's Sleepworld has floored seven beds in the Kluft and Aireloom lines, including the top-end Napoleon in the Kluft line that retails for more than $8,000. The retailer already has sold a significant number of that top model, which acts as an umbrella to help sell the beds positioned underneath it, Mancini said.

He described Kluft's bedding as offering "good products at great margins, with limited distribution."

Brad Friedman, president of the 18-store Mattress Direct and Bed Time bedding specialty stores in Las Vegas, said Kluft provides great service.

"Earl services his customers like they are his friends," Friedman said. "He builds an excellent quality product. He has unique feels with his products. Earl has a great company. He takes great care of his retailers. It's a nice relationship, and an enjoyable one."

Al Koran, a partner in Santa Rosa, Calif.-based Sleep City, which operates six stores, was an immediate convert to Kluft's new bedding lines.

"We dealt with Earl and watched him go through the development of Chattam & Wells," Koran said. "This guy builds beds like no one else and knows the products like no one else. So it was a no-brainer for us. We were sold the first time we saw the product."

Koran is looking for big things from Kluft. "I think he's right on track for what he wants to do," he said. "He's got some good players on board. All of a sudden he's got big distribution. I think you will see some big numbers for him."

Abbas Vossoughi, president of 11-store L.A. Mattress in California's Orange County is another supporter. "Earl has that something, that inspiration," Vossoughi said. "He makes a great mattress. And it's not just one number — everything has been salable from day one."