The Heavenly Bed, a signature of Starwood Hotels & Resorts' Westin brand, is on sale at nearly 50 Nordstrom stores nationwide, about a third of the upscale department store's portfolio. The move makes Westin the first hotel company to sell a custom-designed, signature line at a leading national retailer. It also aims to help Westin capture a larger share of the $60-million hotel retail market.

Until May 3, the Heavenly Bed luxury bedding line was only available to consumers through Westin's in-room catalogue and branded website, www.westin.com.

Specially designed display areas dedicated to the Heavenly Bed At Home collection grace select Nordstrom At Home departments. The arrangement follows months of “bed intense” training sessions for Nordstrom sales people acquainting themselves with the 300-thread-count Egyptian cotton sheets that fit over a 10-layer, custom-designed Simmons bed. The bedding also features a lightweight goose down blanket, a jacquard duvet filled with a down insert and feather down sleeping pillows. The prices are $35-$300 for linens and $1,250-$1,450 for the mattress. The entire ensemble costs between $3,115 and $3,165.

Since Starwood unveiled the Westin Heavenly Bed in 1999, more than 30,000 guests have bought the package. Versions of the Heavenly Bed have been developed for other Starwood flags, and numerous other hotel companies have generated competitive custom bed programs.