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Company cites benefits of latex foam

By David Perry -- Furniture Today, June 29, 2008

SHELTON, Conn. — There are many good things to say about latex foam, says the executive who handles marketing for the country's only producer of Talalay latex. And one of the best is that the benefits of latex are easy to understand.

Kevin Stein, vice president of marketing and research and development at Latex International here, has brought his strong marketing background, which includes a stint as a consultant for IBM, to the latex arena. He has helped generate a latex growth boom that some industry insiders say will eventually eclipse the memory foam category.

“Manufacturers, retailers and consumers gravitate to latex foam, and particularly to Talalay latex, because of the many benefits it provides,” Stein said the other day, seated in his office here, which is decorated with photographs that demonstrate his expertise with a camera. “These benefits are simple and they are easy to understand.”

That's particularly important in the bedding industry, where turnover on retail sales floors is high and many retailers find themselves constantly training new retail sales associates. In addition, bedding observers say, feature and benefit stories that are easy to understand are more likely to resonate on sales floors.

Stein starts by citing the health benefits of latex foam: It is dust-mite resistant, anti-microbial and hypoallergenic. It inhibits the growth of bacteria, mold and mildew. And Talalay latex, the signature product at Latex International, is breathable, much more so than polyurethane foams, including memory foams, company officials say. All of those factors make latex foam an ideal sleep surface for allergy sufferers, a growing legion of consumers.

“Consumers are looking for a cleaner sleep environment,” Stein said. “Latex is the cleanest comfort technology out there.”

Another benefit is durability. Latex foam is made from the sap of rubber trees and is highly resilient. It is the most naturally durable cushioning material available, according to Stein.

Also, latex foam is an eco-friendly product. Latex International uses natural, biodegradable ingredients from renewable resources, including latex from rubber trees. In its operations, the company conserves energy through efficient lighting and other measures, and uses recycled water in the washers that clean its foams. In addition, the company uses no solvents in its foams. And its products are certified by Oeko-Tex to be free of harmful substances or chemicals.

Stein also cited the comfort of latex as another benefit. He said latex provides the perfect combination of comfort and support. It immediately conforms to the shape of the body, providing gentle support all night long, with more pressure relief than other types of foam, he said.

“Latex has a unique feel, it's healthy, it's durable, and it's an eco-friendly product,” he said. “It's easy to understand those benefits and to promote them at the point of sale.”

And that provides some major advantages for latex beds on retail floors, Stein said.

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