Latex International an innovator
By David Perry -- Furniture Today, July 10, 2008
SHELTON, Conn. — Latex foam producer Latex International has dramatically boosted its production and efficiency in the last two years as part of an effort to transform the company to one focused on product innovation.
Now, say officials of North America's only producer of Talalay latex, a key ingredient in mattresses and pillows, they are developing new products that help manufacturers and retailers stand out in the fiercely competitive bedding marketplace.
With a lean manufacturing system implemented by operations guru Kevin Coleman delivering strong results, the company is channeling resources to research and development, along with sales and marketing, and is stepping up its commitment to develop innovative foams and foam products.
The company has unveiled a new showroom and training center at its headquarters plant here, opened its “Build Your Dreams” showroom at the bedding-rich Las Vegas Market, rolled out several new products and boosted its marketing efforts.
Its mission: “To be a global leader in providing innovative products that change people's lives through enhanced sleep.”
Privately held Latex International doesn't disclose its sales. The company has 225 employees who work at the corporate headquarters and latex pouring facility in Shelton, and at three fabrication sites, in Shelton, Atlanta and Los Angeles. All told, the company operates facilities of more than 400,000 square feet.
Ramping up capacity
Under the leadership of Coleman, recently named CEO of Latex International, the company has ramped up capacity and improved quality, making speedy production and delivery a constant.
“We are building a value proposition focused on sales and marketing and research and development,” said Coleman, who joined the company in 2005 after a successful career in other industries. “We've built operational muscle so that operational issues have been removed as day-to-day tactical concerns. Now 99.8% of our products are delivered in three days or less. Our returns have dropped to less than 1%. By building operational muscle we can focus on making new and unique products to provide manufacturers and retailers exclusive mattress components and pillows.”
The company has unveiled a number of new products in recent years, The latest is Celsion, a temperature-regulating Talalay latex foam designed to help sleepers enjoy a more comfortable night of sleep.
Kevin Stein, vice president of marketing and research and development, oversees new product managers for the mattress and pillow lines, as well as a new director of R&D.
Mike Cioffi heads the line of mattress products, the company's largest category, while Adrienne Gonzalez heads the rapidly expanding pillow line, which includes the RejuveNite line geared to furniture and bedding stores.
Derek Bobowick, the R&D director, brought his extensive experience at Duracell to Latex International and is charged with developing new technologies and products. A major tool at his disposal is a new latex mold devoted solely to R&D work, one that represents a six-figure investment by the company.
Stein, a six-year veteran of the company, said Latex International is focusing on developing new foam formulations, foam comfort layers, foam fabrications and foam molding strategies.
What's more, the company also is focusing on several retail initiatives designed to help Latex International better position its products in the marketplace. The company already does thousands of training sessions each year and has expanded its training capabilities with a new corporate training center.
“Now that our operations are lean, we can become innovation-focused,” Stein said. “We have opened ourselves up to be a more flexible company and we can focus on marketing and sales. That's important, because both manufacturers and retailers are asking for customized products. We can give everyone their own product, a product that works for them and meets their needs.”
Sales up 30% last year
He said Latex International has doubled its capacity in the last two years, in part by adding a sixth foam production cell of foam molds and presses. That jump in capacity has been needed, as the company saw its business jump last year by more than 30%. This year, even as the industry is mired in a recession, sales are expected to rise in the high single digits.
Latex International is benefiting from several strong product lines, including its RejuveNite pillow line now carried in more than 2,000 stores. Its EverCloud line of quiltable latex is now at 75% of capacity. And its latex cores are essential components in a growing number of specialty bedding lines.
The company's flagship product is Talalay latex, a type of latex produced under exacting conditions.
Natural and man-made latexes, soaps and rubber curing agents are mixed and whipped into a frothy batter. Robotic arms pour the foam into aluminum pin core molds, which are then sealed. A vacuum is created to extract air and fill the molds with latex. Then the latex is chilled to minus 20 degrees Fahrenheit to keep rubber particles from settling and to ensure a consistent cell structure. Then the foam is heated to 220 degrees Fahrenheit to cure the core.
A five-stage washing process follows, designed to remove residual materials that could cause premature softening of the latex. A nine-point testing program ensures that the latex is of consistent quality.
The result of all that effort, company officials say, is a latex that offers superior pressure relief, comfort and durability.
They see a strong future for latex foam, one that they say they are well positioned to capitalize upon as the market for specialty bedding continues to expand.
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