Sealy expands latex offerings with new line
Postuerepedic PurEmbrace features proprietary technology
David Perry -- Furniture Today, June 3, 2008
ARCHDALE, N.C. — Sealy is expanding its commitment to latex bedding with a new Posturepedic line that will be retailing exclusively at Macy’s for the next several months.
The company’s new Posturepedic PurEmbrace line features Sealy’s proprietary Smart Latex technology, which the company says is designed to eliminate pressure points that cause tossing and turning.
With the introduction of the six-number line, which retails from $2,199 to $4,499, Sealy bolsters its specialty sleep portfolio, one that has been a growth engine for the company.
“The specialty category has enjoyed significant growth over the past few years,” said Larry Rogers, Sealy’s president and interim CEO. “By 2011, specialty sleep systems could account for as much as one third of industry sales.”
The PurEmbrace beds, to debut at Macy’s this summer, are designed to stand out on retail floors. They feature microsuede panels on the borders and foundations and a new wave-like channel quilt design.
The beds use the Pressure Relief Inlay system that Sealy introduced on its new flagship Posturepedic lineup. The inlays on the PurEmbrace line are fashioned from latex, providing a latex-on-latex construction. The latex cores in the line range from seven inches to nine inches in height.
Macy’s is rolling out the line in its top 47 markets in its new specialty bedding departments, dedicated to the next generation of specialty sleep systems, Sealy said. Sealy anticipates broader distribution for the line later this year.
“Sealy sees the new Sealy Posturepedic PurEmbrace sleep system as the springboard to growth and product innovation in the specialty bedding category,” said Cindy Wenger, vice president of marketing for specialty bedding at Sealy. “We’ve built a latex plant in the United States that allows us to produce our own materials, conduct proprietary research and testing and further investigate innovative uses for latex.”
Sealy is aiming the line at “strive and thrive” consumers who lead busy lives and are open to new technologies that will help them sleep better, she said. “The Sealy Posturepedic PurEmbrace mattress was created using the latest technology to help consumers maximize every minute of sleep they can get,” she said.
The tag line for the new group is “Inspired by nature, perfected by technology.”
Sealy officials said the responsive Smart Latex materials target the areas most prone to pressure, including the shoulders, hips and knees. The Smart Latex core is made using Sealy’s patented continuous pour process that according to the company, provides a highly consistent quality and feel in each mattress. Sealy said the latex sleep system is naturally moisture resistant and breathable, which encourages ventilation and quick drying for the most comfortable sleep.
The PurEmbrace line takes Posturepedic latex prices up a few notches. Sealy’s SpringFree Posturepedic latex line tops out at $3,199.
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