Spring Air goes 'green'
Four Seasons line also offers health benefits
By David Perry -- Furniture Today, March 31, 2002
Chicago — Jumping on the green marketing bandwagon, Spring Air is introducing a mattress line aimed at health conscious and environmentally aware consumers.
The Four Seasons Collection, which the producer is introducing to retailers this week, features natural materials, renewable resources and no environmentally harmful components.
The beds feature quilted comfort layers containing various organic natural fibers, including 100% natural latex, wool, silk and down, which allow for the most breathable, chemical-free sleep available on the market today, the company said.
All Four Seasons fabrics are 100% cotton, and no toxic chemicals are used in processing the cotton. The foams are VPF foams produced in an environmentally friendly process.
The beds, which will retail from $899 to $1,999 in queen, are offered in the company's NeverTurn construction, and will begin shipping in late April and early May.
All Four Seasons marketing materials are printed on recycled paper.
The beds include Meadow, $899 in firm or plush versions, with wool and silk cushioning materials; Holly, $1,299 in a Euro-pillowtop with silk and cashmere; Harvest, a box pillowtop at $1,499 with silk and cashmere; Sequoia, a box pillowtop at $1,799 in silk and cashmere; and Jasmine, a three-piece duvet bed that features latex and down at $1,999, with the duvet unattached. The beds utilize an 806-coil LFK innerspring unit.
To further demonstrate its commitment to the environment, Spring Air will make an annual donation to The National Fish and Wildlife Foundation, which promotes healthy populations of fish, wildlife and plants.
Spring Air said there is growing interest among consumers in environmental issues. Surveys show that 87% of all Americans are concerned about the environment. And sales of natural products increased 48% from 1998 to 1999, the company said.
The "green" consumer is highly motivated by a desire to protect her health, and the health of her children, while preserving the planet for future generations, the company said.
Those consumers are a natural for Four Seasons, Spring Air believes. "Every retailer has this consumer in their store all the time," said Randy Loebig, vice president of sales and product marketing.
The collection is backed by a wide variety of point-of-purchase and promotional items, including an executive bath box, a nature CD, square stone coasters, a cotton robe, a Japanese bath bucket and a candle collection.
Those items could be offered as gifts with a purchase, or used in a test-rest promotion, the company said. Spring Air is promoting the beds as "so naturally comfortable."
| Spring Air's promotional brochure for the Four Seasons Collection emphasizes its environmental appeal. |
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