Simmons partnering with Seo for eco bedding
By David Perry -- Furniture Today, April 20, 2008
Atlanta — Bedding major Simmons has a new symbol for its commitment to sustainable living. It is the smiling face of green living guru Danny Seo, one of the hottest figures in the green category.
Seo hosts HGTV's "Red Hot & Green" show, and appears frequently in other broadcast and print media in support of an eco-friendly lifestyle.
He is partnering with Simmons on a line of eco-friendly bedding products, the Natural Care by Danny Seo line of mattresses. The line, which will initially be sold at JCPenney stores and then at select mattress retailers this fall, retails at $1,599 and up.
That new line "is truly designed with a healthier lifestyle and sustainable living in mind," Seo said. "Because the beds are made with luxurious natural materials, the collection is the perfect marriage of style and sustainability."
Natural Care mattresses are built using latex made from the milk sap of the rubber tree, a biodegradable material that is extremely resilient, Simmons said.
While the Seo partnership, unveiled at the January Las Vegas Market, is new for Simmons, the company has long been concerned about sustainable living, according to Charlie Eitel, chairman and CEO. He noted that a zero-waste program he started at Simmons has led to the recycling of 55 million pounds of products.
Eitel said latex is "one of the most environmentally responsible products available" and is a renewable resource.
Eitel, who also serves as chairman of the International Sleep Products Assn., said that an emphasis on sustainable practices is one of his goals for the association.
In addition to its use of latex, the Natural Care by Danny Seo line has other eco-friendly features. Knit covers are made from cultivated and sustainable wood fibers that offer high degrees of breathability and comfort, according to the company. The beds also use a support base foam that is enhanced with soy, and the wood used in the line's Triton foundations comes from plentiful, fast-growing evergreen trees instead of slow-growing hardwoods, and is sourced from companies that participate in the Sustainable Forestry Initiative, according to Simmons.
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