Technogel begins selling bedding co-branded with Dr. Scholl's

Mattress, pillow line features gel cushioning

David Perry -- Furniture Today, June 22, 2011

PITTSBURGH — Technogel Sleeping, a European producer of sleep products, has entered the U.S. market with a line of gel-cushioned mattresses and pillows co-branded with the Dr. Scholl's name.

Technogel uses this cushioning layer used in its Estasi mattress.

This Anatomic pillow is offered by Technogel Sleeping, a European producer now selling sleep products in the U.S. market.

The U.S. arm of the company, Technogel US, is based here and is marketing the gel mattresses and pillows to a select group of U.S. retailers. The pillows are brought in from Italy, as are the gel components used in the mattresses, which are assembled in the U.S.

Technogel US is counting on the endorsement of Dr. Scholl's, well-known for its use of gel cushioning materials in footwear, to give the line a boost.

"In the United States, Technogel Sleeping products are exclusively endorsed by the makers of Dr. Scholl's, which has led to a collaboration of innovation, technology and heritage," said
Alvise Bertoncello, vice president of sales and marketing. "In fact, both companies share a common vision about providing innovation in comfort-related products."

Products sold in the U.S. include four pillows, the Classic, Deluxe, Anatomic and Contour models; two mattresses, the Estasi and Piacere models; and two travel products, a pillow and a collar.

A layer of Technogel up to one inch thick, designed to work with a variety of support materials, is the key feature of the products, company officials said.

Technogel, the namesake of the company, is a new type of plasticizer-free polyurethane gel with unique cushioning and support properties, originally developed for the medical industry. The surface of the Technogel material features little square "towers" that promote air circulation and provide a cooling sensation, the company said.

Technogel offers "a new way of enjoying rest," which led the company to use the "sleeping redefined" tagline.

Technogel US is the American branch of a German-Italian company, Technogel GmbH, which was established 13 years ago and is based in Berlingerode, Germany, and Pozzoleone, Italy.

Technogel Sleeping, the division focused on bedding products, was established in 2008. It has successfully marketed mattresses and pillows in Europe, Australia and Asia, officials said.

The pillows marketed in the U.S. retail from $150 to $210, while the mattresses retail from $2,899 to $4,899.

Company officials say the products are well positioned to appeal to consumers interested in health and wellness issues.

"The novel combination of product and brand characteristics define Technogel Sleeping's identity and position in a wellness-oriented market niche, based on high-end technology, outstanding quality and style," Bertoncello said.