Englander offers Eco-Friendly Latex model
Latex derived from natural sources
By Furniture Today Staff -- Furniture Today, July 31, 2007
LAS VEGAS — Top 15 bedding producer Englander is spotlighting a “green” bedding story here, highlighted by its new Eco-Friendly Latex model.
That bed features latex derived from natural sources and not fashioned from petroleum-based products, according to Englander officials. It is covered in a Culp ticking made from organic cotton. Retails for the pillowtop bed are estimated to be in the $1,699 to $1,999 range.
Englander Chairman Chuck Warshaver said the bed is a natural for Englander. “We as mattress manufacturers have been eco-friendly for many years,” he said.
Englander President Kevin Toman said, “There are consumers who ask, ‘What can I do to help the environment?’ This bed meets consumers’ comfort requirements, and they can buy it and feel good about protecting the environment.”
The new bed is part of Englander’s Nature’s Finest latex line, which is produced from latex from Sri Lanka. Englander has been using natural latex from that country for years, company officials said.
The cost is comparable to latex foams that utilize synthetic materials, but the natural latex is a superior product, the officials said.
In its marketing materials for Nature’s Finest, Englander says its latex beds are “better for you” and “better for the environment,” adding, “100% pure, natural latex rubber is made from the sap of the rubber tree, and is completely petroleum free.”
The company also promotes the Nature’s Finest line with this message: “Help save our planet! Every day, hundreds of gallons of fuel are used to make petro-chemical based latex products, using up our vital resources. When you purchase our natural latex mattress, instead of a petro-chemical based product, you will help save the Earth’s limited natural resources.”
Englander also notes that “no trees are harmed or destroyed” in the tapping of rubber trees and the drawing of sap from them.
The producer also is making news at the high end of the market with its Posture Support coil-on-coil line, featuring foam encasement. The comfort layer offerings range from visco to visco and latex, and also include a visco, latex and visco construction. Retails for Posture Support range from $1,499 to $2,499.
While the latex and Posture Support lines target upper-end price points, Englander also is addressing the need for promotional goods. New this market is the Anniversary Promotional Jumbo, designed to retail at $399. It celebrates Englander’s 113-year history. The high-profile bed has a plush quilt design and damask cover. The bed should help Englander dealers build traffic with hard-hitting ads, Warshaver said.
“The Posture Support line gives us a great story and shows our flexibility in creating another product category,” Toman said. “We offer a number of categories. We are demonstrating that we have the flexibility to meet each dealer’s needs. That’s the strength of Englander.”
ISPA board hopes Englander will rejoin
07/27/2009Englander taps Aussie licensee
10/04/2009Englander updates look as it guns for growth
08/18/2007Englander rejoining ISPA
08/17/2009Englander launches organic mattress line
07/29/2008
