Latex International to introduce Dunlopillo latex in U.S.

David Perry -- Furniture Today, September 24, 2012

SHELTON, Conn. — Latex International is expanding its portfolio of latex products with the introduction of Dunlopillo-branded Dunlop process latex to the U.S. market.

Latex International bills itself as the world's largest manufacturer of Talalay latex bedding components, which are produced in a mold. Dunlop process latex is poured in a continuous process and has different qualities that some bedding producers may favor.

The Dunlopillo latex will enable producers to enter the latex category at value price points, officials said.

The company also announced details of a new campaign to promote awareness of latex components in mattresses, a step it said could ultimately boost sales of latex bedding.

"Latex International has been always been synonymous with Talalay latex, but we believe becoming a house of multiple brands is an important step for our company," said LI President and CEO Dave Fisher. "Introducing Dunlopillo as an ingredient brand demonstrates our commitment to being leaders in latex and our goal to ‘uncommoditize' the category.

"Our brands will help manufacturers bring distinctive products to market, and that's what retailers are looking for. Our future and their success are based on creating a variety of quality products that stand out on the showroom floor," he added.

Latex International also said it is moving forward with an initiative to market the latex components inside mattresses. The company will begin offering its manufacturers on-mattress labeling to certify either "Dunlopillo Latex Inside" or "Talalay Latex Inside." This will serve as a reference point for retail sales associates working to educate consumers on the benefits of sleeping on latex, LI said.

"When shopping for a computer, we look for the sticker that says ‘Intel Inside,' and with clothing it could be Lycra or Gore-Tex that we want." Fisher said. "We've learned that it's what's inside the finished product that counts. We want to create that same ‘ingredient' brand recognition in the bedding space. We know whether it's Talalay or Dunlopillo, it's the latex inside a mattress that matters, and this labeling is a simple way to elevate our branding while educating both RSAs and consumers."

Dunlopillo was founded in Britain in 1929 and is the oldest and most recognized latex brand in the world, according to LI. Acquired by Latex International in 2008, Dunlopillo is available in more than 75 countries around the world.

Founded in 1975, LI sells latex mattresses and pillows under a number of brand names through business partners.

Latex sleep products provide a unique feel of comfort and support by gently conforming to body contours, thereby providing a naturally resilient and healthy sleep environment, LI said. More than 200 employees produce mattress cores, toppers and pillow buns utilizing both the Talalay molding and Dunlop continuous flow process from manufacturing and fabrication centers in Shelton, Conn., and Wichita Falls, Texas.