Magniflex plots Canadian growth

OTTAWA (01 February 2016) – High-end Italian mattress producer Magniflex has launched two initiatives at the recent Las Vegas Market to bolster its growth efforts in Canada.

Magni SmarTech is believed to be the first mattress offered on the North American market with built-in sensors that dump sleep-related information on to a smartphone app.

Richard Landriault, Magniflex sales director for Canada, says the user can use this information to improve his or her night’s sleep. The information recorded includes heart rate, breathing rate, room temperature, the temperature of the mattress, the humidity in the room, the intensity of sound in the room, the duration of deep and light sleep as well as the time the user goes to bed and the time he wakes up.

The suggested retail for SmarTech hasn’t been set, but is expected to be in the $15,000 range. 

Also on tap will be MagniStretch, which company officials say relieves back pain by using the pressure exerted by body weight to stretch and decompress the spine during sleeping.

Endorsed by the Traumatology & Orthopedic department at Spain’s Zaragoza University, Magniflex said this patented mattress design with slanted foam layers in the top core is specifically designed to reduce back and neck pain while revitalising discs during sleep. This action improves blood flow to actually stretch and decompress the spinal column.

"We are always continuing our efforts in the research and development of innovative sleep solutions, and the new MagniStretch is another step in this direction," Magniflex president Marco Magni said, adding, "The MagniStretch has already been a huge success in Europe, and we feel that it should be just as big in the U.S. and Canada."

In addition to the stretch feature, MagniStretch also has a temperature-regulating Outlast cover as well as many of benefits common to all Magniflex mattresses: open-cell, breathable memory and support foams and Oeko-Tex certification for its natural and non-toxic materials.

"In addition to the health benefits to the consumer, the MagniStretch offers dealers a product to promote and demonstrate that goes beyond just offering a great night’s sleep. It actually merges into orthopedics and sports medicine, and our POP and marketing collateral show that," added Billy Curtright, national sales manager for Magniflex in the U.S.

In Canada, MagniStretch will have a suggested retail price of $2,499 for a queen size mattress.

Magniflex first entered the Canadian market eight years ago when Landriault – who previously spent 30 years at GE Appliances as sales manager followed by a stint at casual dining specialist Dinec, also as sales manager – joined the Prato, Italy headquartered mattress maker.

Today, Landriault said Magniflex can be founded on the floors of about 100 furniture and mattress stores across the country. The Italian parent created a Magniflex Canada subsidiary two years ago, which also now has a permanent warehouse in Montreal, a six-member sales force serving retailers across the country and a dedicated 1-800 telephone service, which is answered at Magniflex North America head office in Miami.

Landriault also believes one of his competitive strengths is his Canadian dollar price list. "Our retailers don’t have to worry about customs, duties or anything else," he said. "All they pay for is the product and delivery. In fact, retailers can order one mattress at a time if he chooses to do so and we can deliver within three to five days.

"We have had a great 2015 with 30% growth and we’re forecasting another 30% in 2016," he added.

In addition to the markets in Las Vegas and High Point, Magniflex will also exhibit at the upcoming 2016 edition of the Canadian Furniture Show.