Mlily Bets On Big Box With Pricing Freedom

Plus: Margaritaville bedding enters stores with immersive galleries

Author

Avinash Duggempudi
September 24, 2025 • Estimated Reading Time: 6 minutes

Bedding Edit

Here's what's happening this week in the world of sleep and bedding eCommerce:
- Mlily gives big box retailers promo and pricing control
- Margaritaville adds Lili Alessandra to scale soft goods
- Pottery Barn Kids unveils Riley Sheehey holiday collab
- 22 momme silk sheets tap Oeko-Tex demand signal
- Cooling sheets surge in mainstream consumer searches

⏱️Why Finance and Marketing Measure Growth Differently and How to Bridge the Gap?

At eTail™ Connect West, Fospha’s VP of Growth Jamie Bolton hosted a panel with leading retail brands on the future of measurement. Three themes stood out:

  • No single model is enough: Teams combine MTA, MMM, and incrementality for a fuller picture.

  • Finance vs. marketing tension: Finance demands proof; marketers need daily direction.

  • Speed vs. rigor: Annual MMM updates can’t keep pace with weekly budget shifts.

👉 Fospha closes that gap - the only full-funnel MMM delivering daily, ad-level insights built for teams to grow DTC, Amazon & Beyond.

📌WEEKLY MUST-KNOWS

MLILY USA launched Noctua, a premium hybrid line made in the U.S. and built exclusively for big-box, giving national and regional chains freedom to set prices and run promotions. The turnkey assortment shortens resets and leverages MLILY’s vertical integration for margin and speed. Big-box merchants gain control; independents and mid-tier brands face new price and promo pressure.

LICENSING AND ASSORTMENT
Hooker Furnishings Adds Linen Company As Sublicensing Partner For Margaritaville Collection
Hooker Furnishings tapped Lili Alessandra to develop Margaritaville-branded bedding, debuting at High Point and integrated into a new Margaritaville Experiential Display Program. The move creates a cohesive, gallery-style in-store story that links furniture with soft goods to lift attachment and traffic. Retailers in the gallery program and soft goods buyers get a ready-made lifestyle platform.

BRAND COLLABORATION
Pottery Barn Kids Announces Collaboration With Riley Sheehey
Pottery Barn Kids launched its first home collaboration with watercolor artist Riley Sheehey, featuring holiday-forward bedding and décor. Artist-led design plus seasonal timing positions the brand for Q4 gifting and storytelling across social and email. Parents seeking nostalgic aesthetics drive demand; content teams gain rich creative assets.

Bedding Industries of America and licensee Bed Quarter opened a dedicated Eclipse Exclusive store in Riyadh with localized SKUs and plans to scale across MENA. A branded environment tightens control of assortment, pricing and education around tech like Spinal Zone. Licensors and exporters get a playbook for market entry plus product localization in growth regions.

📅Smartly Advances NYD: Why AI Means More Creativity, Not Less

At Smartly Advanced NYC, Fospha's CEO Sam Carter and CPO Dom Devlin joined industry leaders to debate the role of AI in growth.

The takeaway? From platforms to creators, the consensus is clear: AI isn’t about replacing jobs. It’s about extending human creativity and unlocking new opportunities for marketers to grow.

⚡QUICK READS

Mulberry Pure Silk 22 Momme Fitted Sheets With Matte Finish: Luxury Line Expands: Mayfairsilk introduced 22 momme, Grade 6A Mulberry silk fitted sheets with Oeko-Tex certification, signaling premiumization and safety claims as conversion levers in luxury bedding.(More)

20 Sets Of Cooling Sheets To Make Sleeping Hot A Thing Of The Past: BuzzFeed’s cooling sheets roundup pushes percale and linen over bamboo, a cue to align SEO, affiliate and paid search toward breathable fibers and Oeko-Tex claims.(More)

MLILY Launches Noctua Mattress Collection For Big Box Retail: Noctua models ship compressed and folded, cutting storage and last-mile costs while enabling parcel-friendly delivery for big-box omnichannel programs.(More)

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