Luxurious latex takes center stage in bedding
By David Perry -- Furniture Today, July 29, 2007
Las Vegas — Specialty sleep takes the limelight at the summer market here. And luxurious latex is in the center of the stage.
While unit growth in the specialty sleep category declined last year, according to the International Sleep Products Assn., specialty sleep continues to dramatically outperform the innerspring category, ISPA's numbers reveal.
Seeking to keep the specialty sleep trend moving forward, a number of leading bedding producers are showing new visco-elastic foam and latex foam models here.
Industry sales leader Sealy, for example, has new latex and visco models. Sealy is introducing a new TrueForm by Sealy Posturepedic line of visco models, as well as a new SpringFree by Sealy Posturepedic latex model. The focus is on providing different feels and lower price points for consumers.
Simmons, making a major push in specialty sleep with its acquisition of visco producer Comfor-Pedic, is showing five Comfor-Pedic beds in its showroom. The new line, being marketed under the ComforPedic by Simmons banner, retails from $1,899 to $6,999. Some of the beds include latex.
Specialty sleep components are featured in several Serta lines this market, including the Vera Wang by Serta Serenity collection. That collection, designed for the customer looking for an alternative to traditional innerspring mattresses, features Talalay latex and memory foam technology.
In addition, in its Perfect Day line, Serta offers KoolComfort, a breathable memory foam that sleeps cooler than traditional memory foam, with a five-zone FreeFlex innerspring unit.
Latex core introductions are featured in a number of other bedding showrooms, including Therapedic, Boyd Specialty Sleep, Gold Bond and Natura.
Therapedic's introductions include Romantic Elegance, part of its Kathy Ireland Home by Therapedic line. That model features nine inches of latex and retails at $1,999.
"Therapedic has been on the latex bandwagon for several years," said Gerry Borreggine, president of Therapedic. "Very early on, we recognized its potential and launched a proprietary latex brand, PureTouch. While latex growth in units and dollars has not been exponential, it has been on a steady rise, for us, during the past four years. In fact, one of the most successful segments of our Kathy Ireland Home line is the First Lady collection, which is comprised completely of latex models."
Gold Bond is taking latex retail price points below $1,000 with its new Celestial model, retailing at $899.
"We're building on our successful initiative at January's market when we introduced our under-$1,000 Comfort collection, innerspring mattresses featuring components typically found in higher-end bedding," said Bob Naboicheck, president of Gold Bond. "This latest introduction to our Natural Latex line delivers the kind of performance our customers need at an unbeatable price."
All of the models in the Natural Latex collection have 15-year warranties, the company said. The model include the new Celestial, Cirrus, Stratus and Cumulus, with retails ranging from $899 to $1,999.
Boyd Specialty Sleep is debuting a new latex line called Perfect Support. Denny Boyd, president of Boyd Specialty Sleep, says that category is growing.
"Latex is a premium alternative sleep surface that continues to gain momentum in the industry as it becomes recognized for properties that provide a high degree of comfort and support," he said.
Boyd's Perfect Support line features latex on top of specially engineered support foam to provide a range of feels, from firm to plush to ultra-firm. The company's Sleep Metrics diagnostic selling process points consumers to the latex bed right for them, Boyd officials say.
Latex is used in two different ways in Natura's new Eco Brilliance bed. The six-inch, all-natural latex core provides deep support, while the four-inch latex topper offers contouring support, the company said.
As its name suggests, the Eco Brilliance touts a green story. Organic Natura Grow Wool is quilted to the topper to provide all-natural temperature and humidity control. And the bed is covered in 100% organic cotton for a luxurious look and feel, Natura said.
Also adding to the excitement in latex is Latex International, a leading supplier of latex cores and toppers. That supplier is making its first showing in permanent space, in its World Market Center B-930 showroom.
Latex International is showing new Talalay latex designs and mattress constructions, said Kevin Stein, vice president of marketing. In addition, the company has a retail boutique with its line of latex RejuveNite pillows, which is enjoying strong acceptance in the marketplace, Stein said.
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