Following a productive winter Las Vegas Market, Diamond Mattress is sharing key insights gathered from conversations with retailer partners, positioning its January showing as more than a product launch but as a knowledge exchange shaped by what retailers are prioritizing for 2026.
“Our biggest takeaway was confirmation that retailers are optimistic, but selective,” said Shaun Pennington, Diamond Mattress CEO. “They want partners who help them stand out, simplify assortments and sell smarter.”
Across meetings with regional furniture retailers, specialty sleep stores, multi-store groups and long-standing partners exploring program expansions, two themes emerged consistently to the Diamond Mattress team.
Differentiation drives margin, noted Pennington. Retailers are actively leaning into performance-forward technologies that justify premium pricing and elevate average tickets. Buyers emphasized the need to avoid price-only competition by offering measurable benefits and stronger storytelling on the floor.
“When retailers lean into true performance technologies, they are better positioned to trade customers up and protect their margins,” Pennington shared.
Todd Riecke, Diamond’s Western U.S. sales manager, said national programs with flexibility win with retailers, who signaled a demand for nationally supported programs that are locally adaptable. Clear and compelling stories that differentiate them from major brands are top priorities.
“Retailers want programs that are nationally relevant but flexible enough to adapt to store size, region and selling strategy,” said Riecke. “That balance directly impacts profitability, floor productivity and long-term brand trust.”
Diamond’s January presentation was intentionally structured to address these priorities, with the strongest response at market centered on the new Technogel mattress collection.
Retailers also responded positively to Diamond’s Anniversary collection, featuring the Liberty and Justice models. The line was designed to celebrate 250 years of the United States while honoring Diamond’s 80th anniversary this year. Blending heritage storytelling with premium construction, the collection offers retailers a timely merchandising opportunity that complements performance-driven assortments while reinforcing brand legacy.
“The response at market showed us that our approach—combining advanced materials, clean merchandising and retailer-first thinking—is resonating,” Pennington said. “It gave us confidence that our 2026 strategy is aligned with where the market is headed and where retailers want to go next.”
