Classic Brands to Re-establish Dormia at High Point
April 16, 2010,
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JESSUP, Md.-Classic Brands will spotlight a re-emergence of its Dormia label in two collections it plans to launch at the upcoming High Point Market.
Dormia had been the name of the chain of mall-based sleep shops, which closed in 2008 after that company filed for Chapter 11 bankruptcy protection, after which Classic Brands stopped using the brand on mattresses and other specialty sleep products sold to its retail customers.
Now, said Michael Zippelli, chief executive officer of Classic Brands and founder of Dormia, "We believe that there is an opportunity to re-establish (the Dormia brand's) connection with consumers."
The Dormia Memory Foam collection, the brand's new line of visco-elastic foam mattresses, has four models ranging from 8 inches to 14 inches, each covered with a soft circle-knit fabric. The Dormia Latex collection also comes in four models, ranging from 8 to 14 inches, made with hypoallergic latex foam and covered in bamboo ticking.