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Diamond Mattress takes on high-end market

In 2020, luxury bedding became a $2.3 billion dollar industry—and that’s just luxury. 

Now, that may not seem like a huge slice of the pie compared to the $74 billion the mattress industry was valued at last year. But if you can capitalize on that significant chunk, there’s quite a bit of opportunity.

And Diamond Mattress recently jumped on that opportunity by entering the luxury bedding business with its Generations collection. 

Created in response to customer demand for more high-end bedding prices at sharper values, Generations is an heirloom-quality mattress classically dressed in a sage green houndstooth pattern.

The collection includes four-models offered in three profiles and retails for $1,999-$2,499, mattress only. There are also two compressible, bed-in-a-box options, and the entire collection is CertiPUR-US certified with a 20-year warranty and shippable nationwide.

The premium hybrid mattress also has high-end components, like latex, GOTS-certified wool, over 2,000 coils and micro-coils, Tencel fabric cover, and artisan finishes of button tufting and handles.

“Generations offers something many established brands in the luxury category don’t—bigger, more attractive margins to protect retailer profitability,” says Diamond President Shaun Pennington. “As with everything we do, this new collection is in direct response to what our customers want and need to successfully drive traffic and grow sales.”

Pennington adds that Diamond’s growth in recent years has enabled strategic expansion and refinement of its product assortment, and current business conditions indicated it was time to answer customer requests for a luxe mattress with Diamond’s value-driven approach. 

“From the materials and components to the craftsmanship and the name, Generations represents the old school mattress know-how and grit of my grandparents who built Diamond as well as the expertise of long-time associates who understand the industry and how to drive continued growth for us and our partners,” Pennington says.

More information about Generations can be found at

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