Walmart-powered startup renames King mattress “The Supreme Queen” in nod to target customer
Walmart announced unveiling of Allswell, a design-centric home brand, launching with its Debut Collection of luxe mattresses and stylish bedding. As part of an ongoing e-commerce strategy to differentiate the assortment offered through its family of e-commerce sites, Allswell marks Walmart’s first homegrown digital brand aimed to deliver an elevated assortment and increasingly convenient shopping experiences for the company’s expanding base of customers. To herald the launch, this female-helmed startup, led by Arlyn Davich, has renamed the King-sized mattress the “Supreme Queen” in recognition of all women who deserve the highest honor.
Allswell’s first collection is for home’s true sanctuary – the bedroom. Designed to give women the shopping experience they crave, Allswell provides a seamless digital experience for crafting a dream bed; from the optimal mattress to the perfect accent pillow and everything in between. The collection, exclusively sold on AllswellHome.com, includes two luxe mattresses – The Softer One and The Firmer One – and four limited-edition bedding sets, or “Bedscapes,” curated by top tastemakers including Genevieve Gorder (TV host; HGTV), Rachel Parcell (blogger and women’s clothing designer; Pink Peonies), Jeremiah Brent (interior designer; TLC) and Athena Calderone (entertaining expert; EyeSwoon).
Each Bedscape embodies the tastemaker’s design aesthetic: Brent’s Bedscape is named “New American,” Gorder’s “Globally Inspired,” Parcell’s “Modern Glam” and Calderone’s “Tonal Textures.” Mattress prices range from $495 (Twin) to $1,035 (Supreme Queen) and individual bedding items range from $60 to $350. The Queen Bedscapes, which include everything from pillows and fills, to the accent pillows and throws, range from $980 to $1200.
Allswell is led by Arlyn Davich, a successful entrepreneur with a decade of CEO experience, who will oversee launch, growth, and operations as President. “Women aspire to have a beautiful, well-designed home, and not just a comfortable mattress,” said Davich. “Now women don’t have to choose form or function and they can have it all in a few clicks.”
Allswell was named after extensive conversations with shoppers, especially women, about how they wanted to feel at home, particularly before resting their head on their pillow.
Ready. Set. Dream.
Allswell’s mattresses flaunt impressive features and benefits amounting to a mattress so luxurious it’s hard to believe it ships in a box. Both Softer and Firmer versions measure a full 12-inches tall, come with a built-in plush topper, are encased in a specially-woven fabric designed to feel cool to the touch and are constructed with natural ingredients like plant-derived oils, charcoal and green tea extract. The Softer One layers performance memory foams that provide both breathability and support. The Firmer One layers these same memory foams atop several hundred individually wrapped 13-gauge coils for added support. Both mattresses are finished with a silver cording that is as beautiful as it is strong.
On the bedding front, Allswell partnered with a curated group of top mills and artisans to craft its sophisticated, modern and comfortable Launch Collection. The percale sheeting and duvets offer a light yet luxurious feel achieved through a unique blend of cotton and Tencel, and garment washing process. Blankets and coverlets are stonewashed for a textured effect and lived-in appearance. Accent pillows and throws come in both bold patterns and muted colors, offering options for statement pieces or design versatility. Utility bedding like duvet inserts and pillows combine Hygro Cotton® hollow core yarn, which boasts temperature regulating benefits, with hypoallergenic fiber fill.
In addition to its best-in-class products, Allswell will offer top-notch service and support throughout the customer journey. Allswell shoppers can choose between ground shipping and White Glove delivery, with the option to have their old mattress hauled away at no additional cost. The brand has recruited a roster of customer support agents (“Allstars”) who assist shoppers with everything from pre-order questions to scheduling White Glove deliveries. More information is available at AllswellHome.com.
Allswell is a design-centric digital brand that makes shopping for luxe mattresses and stylish bedding fast and fool-proof. Launching with two mattresses – one softer and one firmer – and four limited-edition curated Bedscapes by notable tastemakers, Allswell makes it look like you hired (and paid for) an interior decorator. This women-led brand helmed by successful entrepreneur Arlyn Davich, brought on Jeremiah Brent (interior designer; TLC), Genevieve Gorder (TV host, HGTV), Rachel Parcell (blogger and women’s clothing designer; Pink Peonies) and Athena Calderone (entertaining expert; EyeSwoon) to do the work for you. After all, you make a lot of hard decisions, don’t make what you sleep on one of them. Visit AllswellHome.com to view the Launch Collection.
Walmart Inc. (NYSE: WMT) helps people around the world save money and live better – anytime and anywhere – in retail stores, online, and through their mobile devices. Each week, nearly 270 million customers and members visit our more than 11,700 stores under nearly 59 banners in 28 countries and eCommerce websites. With fiscal year 2018 revenue of $500.3 billion, Walmart employs approximately 2.3 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy and employment opportunity. Additional information about Walmart can be found by visiting http://corporate.walmart.com, on Facebook at http://facebook.com/walmart and on Twitter at http://twitter.com/walmart.