SweetNight Innovations is showing at the High Point Market for the first time this fall, presenting its SweetNight and Novilla brands in the International Home Furnishings Center (IHFC), showroom H708.
For furniture and mattress retailers, SweetNight said High Point presence represents something increasingly important: a digitally proven sleep brand bringing established consumer demand, product innovation, global scale and a retail-focused assortment to the brick-and-mortar floor.
“Novilla by SweetNight is a line we built specifically for furniture and mattress stores, and it’s designed to appeal to customers on sight,” head of sales Yonah Lowenstein told Bedding News Now. “We are pointing the product development and marketing capability that facilitates our explosive growth online to the retailers.
The debut comes as SweetNight expands its U.S. business from e-commerce into brick-and-mortar retail. SweetNight products have established a strong presence across major e-commerce and social-commerce channels, giving retailers an opportunity to connect with consumers who increasingly discover brands online before purchasing in-store.
High Point is the next step in building relationships with the trade community that shapes what those consumers find on the showroom floor.
At High Point Market, retailers can see the company’s broader sleep and home portfolio and learn how SweetNight is developing products and programs specifically for physical retail.
“Each step up the line adds a feature the salesperson can show: gel-infused cooling foam at $399, a cool-to-touch cover at $599, mesh panels and airflow foam at $799 and zoned support with a pillowtop at $999,” he explained. “The brand is sold only through retail partners, so shoppers who find it in a store won’t find the same product listed online at a lower price. The other difference is the retailer doesn’t have to build the brand from zero. We already have the audience online, and we will use our own marketing to send those customers to the stores that carry the line.
SweetNight plans to point the consumer audience it has built across TikTok, Instagram, YouTube and Facebook, which has generated more than 1 billion social media impressions, at the stores that carry the line, using its own marketing to send shoppers to its retail partners.
Lowenstein notes that SweetNight is not entering retail as an unknown mattress startup. It is bringing years of product development, millions of customers and proven online demand to the store floor.
“This line will be full-featured at a price an average person can afford, but it will be sold strictly offline, so that it cannot be price shopped,” he said. “Five cooling mattresses, from an innerspring up to a pillowtop hybrid, $299 to $999, plus bed frames, adjustable bases, toppers, pillows and bedding.”
Because High Point Market brings together the retailers, designers and industry professionals who set home furnishings assortments for the year ahead. Sweetnight found it to be the most direct way to show its product development to that audience in person and to begin working with the broader trade as its U.S. operations grow.
In the U.S., the company operates five distribution centers and has a manufacturing plant scheduled to open later this year.
SweetNight focuses on technology-driven sleep innovation, with an emphasis on cooling and advanced comfort. The showroom will feature SweetNight mattresses built around cooling and pressure-relief technologies, along with adjustable bases, pillows and bedding.
Novilla by SweetNight is the company’s retail-exclusive line, developed for furniture and mattress stores, and extends SweetNight into the wider home with a comfort and lifestyle assortment that includes mattresses, bed frames and sofas. Showing Novilla alongside SweetNight makes the company’s presence relevant to furniture retailers and designers as well as bedding buyers, according to the company.
“High Point is where the U.S. home furnishings industry comes together, and it’s the right place for us to meet the broader trade,” Lowenstein said. “Most mattress brands still lean on the retailer to create the demand, but we’re coming in with an audience that already knows us online, and we’ll put our own marketing behind sending those shoppers into the stores that carry Novilla.”
