Therapedic 'zones out' with new latex line
By David Perry -- Furniture Today, April 10, 2005
High Point — Therapedic is rolling out a new PureTouch bedding line that is designed to boost awareness of latex-core bedding.
"We are taking latex to the next level," said Therapedic President Gerry Borreggine.
The four-number line, retailing from about $1,199 to $3,999, is making its national debut at the Therapedic showroom here in the North Carolina Home Furnishings Center on Trinity Street at Green Drive.
The introductions update the PureTouch line with improved aesthetics and a better latex core, which features a proprietary seven-zone support story.
"Consumers will be drawn to this product on a retailer's floor," Borreggine said. "And once they lie down on one of these beds they will be hooked."
The heart of the new line is the exclusive seven-zone latex construction, which is incorporated into each of the four beds in the line, in varying thicknesses.
Therapedic is positioning that feature as providing "seven zones of natural comfort and support for every inch of your body."
That's the statement on the company's collateral materials, which also include color banners and brochures and a vinyl foot protector with a pocket to hold the new PureTouch price card.
Borreggine said the zoned construction matches various levels of comfort and support in the latex to the different parts of a sleeper's body. He calls this "a support story that is unrivaled in the industry."
Visual elements of the new line include brandy-colored labels, corner guards and pillow shams, all coordinated to add to the eye appeal of the bedding.
Jeffrey Sherman, Therapedic's chairman, developed the line.
"Jeffrey put this line together with his typical attention to detail," said Jerry Reese, sales manager for Therapedic's Rock Island, Ill., licensee, headed by Sherman. "We built the beds over and over until we felt we had them just right. It took forever, but the final product was worth the effort."
Latexco is providing the latex cores in the new line and is stocking them at three of its U.S. facilities, according to Kevin Callinan, president of Latexco's U.S. operations.
"The good news about our new supplier is that our proprietary product is being stocked in the United States," Borreggine noted. "Factories won't have to invest in full containers to get delivery, or a fair price."
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