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New player ZZZest launches Breathe gel bedding line

 ZZZest is introducing these pillows, featuring the company’s new Breathe gel foam design, at the Las Vegas Market.ZZZest is introducing these pillows, featuring the company’s new Breathe gel foam design, at the Las Vegas Market.

ALPINE, Utah — ZZZest, a new mattress and pillow company headed by gel bedding veterans Tony and Terry Pearce, will introduce its new Breathe gel technology at the summer Las Vegas Market.

The Pearces describe Breathe as a breakthrough, maximum cooling gel technology that will top all of the company's mattress and pillow lines. The gel is arranged in squares with raised surfaces to enhance cushioning and breathability, and is placed at the top of the mattresses and pillows to maximize its benefits, the company says.

The company will make its Las Vegas debut in World Market Center C-1552 and will show in High Point this fall in the International Home Furnishings Center, M-513.

The first mattress line is called the Tribrid Series and has three mattresses. Each will have a base of five-zone, encased coils, topped with foam, memory foam or latex foam. The layer of Breathe gel will be on the top of the mattress, which will be surrounded by a flame-barrier sock and a specialty mattress zipper cover. Pricing is planned to hit the $1,499, $1,699 and $1,899 price points.

Future mattress lines will feature other gel technologies invented by EdiZone, a sister company. Two additional mattress lines, one featuring buckling gel and the other featuring a gel comfort layer atop a Leggett & Platt encased coil, are planned for launch later this year.

Four pillows will be introduced, all featuring Breathe gel. Two are memory foam models, retailing from $69 to $79, while two are all-natural latex models, retailing from $89 to $99. A traditional pillow design will feature gel on both sides.

Target customers for the ZZZest line are furniture and mattress retailers and department stores, officials said.

The company plans to make gel components at its Utah facility, with other work done by subcontractors. The company has made arrangements with 13 mattress factories and will offer no-cost delivery, officials said.

The mattresses will tout a "made in the USA message." Pillows will be made in Sri Lanka and China but will say "Breathe Gel Made in the USA."

A point-of-purchase display will bolt onto bed frames for use in mattress stores, and also serves as a pillow display.

The Pearces also operate EdiZone LLC and GelMakers LLC. EdiZone is a product development company, which holds all of the patents and other intellectual property, and is the company that licenses gel technologies to other companies, including Leggett & Platt.

ZZZest has an exclusive licensing arrangement with EdiZone to make use of some of its premium mattress, pillow, and topper technologies, the company said.

GelMakers will make and sell mattress components to other companies while ZZZest, which will operate separately, is creating a national brand and will sell finished bedding products to mattress retailers, Tony Pearce said. He is president of ZZZest.

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