Latex International adds Pillows for the Body
Line features toppers made from signature Talalay latex
By David Perry -- Furniture Today, March 1, 2010
SHELTON, Conn. —
Latex International, a leading producer of latex mattress components and pillows, is expanding its product line with a new category: Pillows for the Body. Yes, these pillows are made of latex. Yes, they can help retailers boost their sales tickets. And, yes, they add comfort to sleep sets.
Those are some of the key points that Latex International officials are touting as they debut their new Pillows for the Body, which are toppers fashioned from the company's signature product: Talalay latex. Retails range from $399 in queen to $499 in king.
Latex International is showcasing these new products at this week's International Sleep Products Assn. Expo. The producer also is showing its new Celsion temperature-regulating pillows. LI's Celsion latex helps a sleeper maintain a consistent body temperature, cooling down a warm body and warming up a cool body, the company says.
The new products are part of an ongoing program at Latex International to expand its portfolio of sleep products and sleep components with innovative offerings, according to Kevin Stein, vice president of marketing and research and development, who is helping to fuel growing interest across the country in latex products.
The Pillows for the Body and the Celsion pillows are both being launched under the Rejuvenite banner. Latex International launched that brand at retail in the U.S. three years ago, and the company describes it as one of the fastest-growing sleep product brands in the industry. The products under that brand umbrella come in various constructions to meet the varying needs of consumers, and offer personalized comfort for the neck, head and body.
The new products also are supported by the company's ComfortMatch personalizer system, designed to help consumers find the best pillow and sleep surface for their size, feel preference and sleep position.
The Pillows for the Body, featuring three inches of Talalay latex and offered in firm and plush versions, can be placed on any mattress in a retail store to provide upgraded comfort, pressure relief and temperature regulation.
These products guarantee long-lasting comfort and body support without the use of quilt materials and barriers, the company said.
Stein said that some consumers compromise on comfort when they purchase sleep sets. The Pillows for the Body enable consumers to find the comfort level best for them, and they put that comfort right at the top of the sleep set, where it can best be appreciated by consumers, he said.
“Stop burying comfort” is one of the messages that Latex International officials have been sounding lately. That refers to the tendency of some bedding producers to place latex layers deep in the mattress, where the feel of the product is difficult to discern.
“Not many people have experienced a real latex bed,” said Ben Groesbeck, director of business development at Latex International. Thus, they are missing the resilient, conforming support offered by latex, he said.
Stein noted that Pillows for the Body are true pillowtop products, and said the concept is well accepted in Europe. “This is a new idea for sleep shops in the U.S.,” he said, but it is one that would help those retailers give their consumers a more comfortable night's sleep. And the extra sales would help retailers boost their sales tickets, an especially important consideration in tough economic times, Stein said.
At the ISPA show, Latex International will be showing a number of bed designs, illustrating the differences that various core constructions have on the overall feel of the sleep set.
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