The pricing of King Koil Mattresses is higher compared to other brands not just because its an International Brand or having an association with ICA (International Chiropractor Association). Pricing of the products depends on multiple elements such as raw materials, strict quality procedures, international manufacturing standards, continuous R&D to improve products and quality of sleep. For example, the density and thickness of foam used in a mattress or the material used for quilting or the double tempered springs used in the mattress.