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Englander launches organic mattress line

Company shares certifications of key components with retailers

David Perry -- Furniture Today, July 30, 2008

LAS VEGAS — Stepping up its commitment to eco-friendly bedding, Top 15 producer Englander is launching an organic mattress line here.

And the producer is sharing with retailers the certifications of key components, attesting to the organic qualities of its New Zealand wool, cotton, natural rubber latex and sustainable wood parts.

Englander executives Kevin Toman, left, and Tanya Houston sit on the company’s on new organic bed.

Englander Chairman Chuck Warshaver, president of Englander’s World Sleep Products licensee, said the green movement is gaining momentum in the bedding industry, but added that it is easy to make eco claims that don’t stand the test of scrutiny.

“We can show our customers these products are certified,” Warshaver said. “The consumer who wants organic products doesn’t want games. This is not a price issue, it’s an integrity issue.”

The four beds in Englander’s Nature’s Finest Organic Sleep Systems line incorporate varying amounts of latex. An innerspring bed with two inches of latex retails at $1,999, while an innerspring model with four inches of latex retails at $2,499. A latex core bed with six inches of latex retails at $2,999, while the top model has eight inches of latex and retails at $3,499.

Warshaver said Englander did well with an eco-friendly line last year and is taking its commitment to a higher level.

“The mattress that makes a difference” is Englander’s tag line for the new line. In its marketing materials, the company adds, “Englander is committed to a more environmentally responsible approach to operations, including the use of renewable resource materials, reduced energy consumption and recycling.”

To demonstrate the company’s commitment, Warshaver has named Tanya Houston director of marketing and social responsibility for World Sleep Products. She has held various marketing roles with the company for the past four years.

“I believe that our organic program is important because it is giving the consumer something that she wants, legitimate organic mattresses,” Houston said. “She can be confident that she has purchased a sleep set that is better for her and better for the environment.”

Englander also has adopted the term “BioComfort” to refer to its use of biologically based foams.

“By being environmentally responsible and using bio-based foams to replace traditional poly foams, Englander is giving its dealers added value for their customers: Healthier sleep without sacrificing comfort,” said Englander President Kevin Toman. The bio-based foams help Englander conserve natural resources, he said.

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