Latex International lauds success of partnership
David Perry -- Furniture Today, March 13, 2006
Shelton, Conn. — Kevin Stein, vice president of marketing at Latex International, calls it "the changing business model." It is a case study of growth in the latex bedding category.
Stein says the case study shows the kind of results that can be achieved when the Talalay and Dunlop process latex producer joins forces with its manufacturing partners. The results of this partnership were a 95% growth rate in just two years.
Latex International, based here, worked with the Top 10 mattress manufacturer, whom Stein declined to identify, to develop the product line, branding and merchandising.
The seven-to-10-bed lineup hit retail floors in 2003, where it achieved sales of $7.4 million. Latex International had shipments of $1.9 million in that program, and the manufacturer's shipments totaled $3.7 million.
All of the parties in that program almost doubled their volumes in two years. Latex International's business in the program increased to $3.6 million, while the manufacturer's shipments rose to $7.2 million. The retailers sold $14.4 million worth of latex beds in the program in 2005.
Training was one of the keys to success, Stein said. Latex International trained all members of the manufacturer's sales force, and also trained the retail sales forces.
That included a review of the product's natural roots. Latex foam is a resin obtained by cutting the bark of a rubber tree, similar to tapping a maple tree for syrup, Stein says.
Latex International, the only producer of latex mattresses in North America, combines synthetic latex with the natural latex harvested from rubber trees to improve the performance and durability of its products, according to Stein.
He said it takes the company about eight hours to craft a latex mattress, including compounding, molding, washing (in five stages), drying (for 2.5 hours) and firmness testing.
Stein said Latex International uses "a unique process" that enables it to control the feel of the latex, an advantage it has over producers working with other bedding materials.
Pressure mapping tests show that Talatech latex, the brand produced by Latex International, provides superior pressure relief versus innerspring bedding, visco-elastic foam bedding, and imported latex, he said.
