Sealy launches Embody line
By David Perry -- Furniture Today, February 1, 2010
LAS VEGAS —
Sealy is introducing what it says is a simpler, cleaner approach to specialty sleep bedding here with its new Embody by Sealy line. Less is more, the producer says.
Sealy is combining its latex and memory foam offerings under the Embody banner, asserting that this marks the first time that two separate specialty technologies have been offered under one brand name.
The new line, which retails from $1,999 to $3,299, gives consumers a choice of clean, breathable products for a healthy sleep environment, officials said.
“By incorporating innovative design concepts from around the world, we have created a unique specialty product that is different from anything else on the market,” said Larry Rogers, CEO of Sealy. “Consumers are increasingly looking for simplification, for 'less is more.' The Embody line was inspired by the simplicity and health-promoting properties of foam mattresses that support the body in all of the right places.”
The line features four memory foam beds and four latex foams beds. Retail prices are $1,999, $2,399, $2,799 and $3,299, with one memory foam bed and one latex bed at each of those price points, giving consumers a choice based on comfort preference.
Sealy officials said the memory foam beds offer the conforming feel of sleeping “in” the mattress, while the latex beds offer the contouring feel of sleeping “on” the mattress. Both the latex and memory foam lines deliver comfort, support and breathability in their fabrics and foams, officials said.
“Following the successful launch of our best-selling Stearns & Foster line, we decided again to partner with top global design consultancy IDEO,” said Jodi Allen, Sealy's chief marketing officer and senior vice president of marketing.
“The result is a new line that not only features a contemporary, sophisticated design, but provides simplicity from the inside out without any extra layers,” she said. “Sealy collaborated with IDEO to create an approachable and attractive mattress that delivers the simple, healthy rest consumers want with a selling story they can easily understand.”
The Embody mattresses are made with antimicrobial fabric and allergen-resistant foams that provide a natural shield against dust mites and microbes, Sealy said. The entire line is free of formaldehyde and ozone-depleting chemicals, the company added.
Each sleep set is constructed as a single piece to ensure that the layers work in unison to fully support the body and provide long-lasting comfort and longevity, Sealy said.
The producer worked with Polartec to design Body Climate by Polartec, a fabric that regulates temperature. The Body Climate by Polartec fabric is exclusive to Sealy and features air channels for breathability and enhanced moisture management, Sealy said.
The foundations include a side pocket for bedside essentials and offer upholstery-grade fabrics, Sealy said.
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