Over the last year, Mlily USA has put a greater focus on its product, branding and partner resources, and the company is starting to see the fruits of its labor.
Chief Operating Officer Kyle Robertson says Mlily has put a purposeful strategy into place as far as how they approach the market, and the last year has been about stabilizing the business and focusing on new products.
At the January 2025 Las Vegas Market, the company debuted three revamped mattress collections with what the company says has “fresh features and familiar prices.”
The WellFlex and ChiroPro collections are familiar names with new builds composed of top-selling features and a move toward sustainable materials. The new Midnight collection combines the best of two other lines now phased out.
- The WellFlex collection is inspired by Mlily’s evolution toward sustainability. The 12-inch memory foam model has a comfort knit fabric cover made with recycled fibers. The core includes BioBreeze memory foam, a USDA-certified bio-based product, to provide a layer that enhances breathability and comfort.
- The 2025 ChiroPro, designed in exclusive partnership with the International Chiropractors Association, has three-zone support for optimal spinal alignment that promotes proper posture and reduced back and neck strain. The collection is also offered in two distinct feel options.
- The new Midnight hybrid collection delivers a luxury sleep experience without the luxury price by combining the best of two lines using advanced cooling materials and technology. The copper-infused AeroFusion layer promotes air circulation while the AdaptiFoam layer enhances temperature regulation. All models of the collection are offered in firmer and plusher comfort feels.
Since then, the company has also launched a new adjustable bases, upgraded mattress protectors, its 6-mattress and 2-pillow Essentials line, the Noctua line for big-box retailers and an easy-to-build pillow program that includes four new pillows.
“The new products we’ve released get back to those clean MSRPs,” Robertson says. “We’re refining our assortment and thinking about where our market is headed with these new products. So far, that’s been received well.
Derek Leishman, national sales director, says the company put a lot of time and effort in developing these new lines, and that they’ve outperformed the company’s expectations.
“It comes down to the work that our team did behind the scenes to ensure that we were matching the features and benefits that customers wanted to see with our capabilities from the factory. We continue to get a lot of good feedback, not only from retailers, but in my opinion, more importantly, from end consumers who are impressed with the quality and overall benefits that come from our mattress lines.”
With the new lines in place, Leishman says the company is also focusing on how Mlily can be the best partners for its retailers.
“That means providing stronger assets and educational resources,” he says. “We want to build educational portals and access points for our retailers so they can understand more about what those products are and how to better capture the traffic that they get coming to their stores. We want to offer better marketing materials and advertisements to end consumers so that they recognize the Mlily brand and what it stands for. We are proud of the history of our company.”
One of the big projects the team has been working on for its retailers is Miliy University, an online portal that allows retailers and RSAs to educate themselves on product specs, how to sell Mlily products, as well as a plethora of digital assets that retailers can use in their physical showrooms on their websites and social media.
“It’s just another way that we’re hoping to be an easy vendor to do business with—by making those assets available to them, providing education, and not only saying that we’re trying to be an easy vendor to do business with, but actually doing things to accomplish that goal,” Leishman explains.
