Jamison's TLC collection aims to appeal to women

David Perry -- Furniture Today, October 13, 2012

BRENTWOOD, Tenn. - Jamison Bedding is releasing a butterfly-themed latex mattress line that it says represents a new generation of latex bedding.
     The company's Talalay Latex Collection, which debuts at the High Point Market, features a new temperature This wall poster is part of the marketing materials supporting Jamison’s new TLC Collection.regulating latex designed to produce optimal sleeping temperatures. The mattresses in the line represent "individual works of art at affordable prices," the company said.
    The eight-model TLC line is marketed by Jamison as its most forward-thinking, female-focused presentation in years. The line carries the brand message "Lift. Relax. Relieve." to communicate the unique benefits and feels that TLC delivers, the company said.
     Images of butterflies in their developmental stages are featured in all TLC models and point-of-sale materials, serving as a metaphor for the transformative sleep properties of the collection, officials said.
     "We believe TLC exemplifies a ‘new generation' in Talalay latex bedding," said Ken Hinman, Jamison senior vice president. "Talalay Latex GL is a high quality latex that provides all of the traditional benefits of latex sleep while offering temperature neutrality through phase-change materials, rather than gel infusion. The collection also includes three two-sided models at the top that provide six distinct latex feels, which are vastly different than those delivered by today's memory foams."
     He said latex offers significant consumer benefits.
     "Latex lifts your body and lifting allows your muscles to relax," Hinman said. "When your muscles relax, tension is relieved. The end benefit is that your sleep quality is transformed, similar to the dramatic transformation that takes place from a chrysalis to a butterfly."
     Retails for the line range from $1,399 to $2,599 in queen. The TLC line features all-Talalay latex builds and the company's longstanding Marriott high density poly core.
    Every model is available on a new, low-profile adjustable base or on the company's rigid steel and wood foundation.
     At the upper-end of the collection are Jamison's Comfort Choice two-sided beds, Monarch, Emperor and Leaf Wing. They use extra-firm Talalay latex plus layers of Talalay GL on their firmer sides. On the reverse sides are varying builds and thicknesses of a softer Talalay latex, Talalay GL and slow-recovery GL latex.
     "Talalay GL is the first Talalay latex that actually takes your temperature and regulates it," Hinman said. "At the same time, the sleeper enjoys the many otherButterfly themes are incorporated into the mattress ticking of Jamison’s TLC line. advantages of latex: long-lasting resilience which eliminates bottom-out and motion transfer, in addition to its natural antimicrobial and dust mite-resistant properties."
     TLC's two-sided beds provide six different feels in three models, a benefit the company said is advantageous for many retailers with limited floor space. "Our intent is to help dealers expand their selection by flooring split kings," Hinman said.
     Single-sided TLC mattresses range in height up to 14 inches and incorporate layered combinations of Talalay latex in a variety of thicknesses, densities and feels.
     Starting beds feature different interpretations of leaves, chrysalises and smaller butterflies sewn to the fabric, which lend a "pillowy" texture to each design. Moving up the line, the butterflies grow in size and color as they mature, the company said.
     Two-sided beds also present flutters of smaller butterflies on their firmer sides, a design that helps retail sales associates easily discern which side is up.
     "This collection is all about subtle elegance that appeals to the primary mattress shopper," Hinman said. "Women have always enjoyed beautiful bed linens ... why not a truly beautiful mattress? That's why we conceived of TLC as ‘ready-to wear' for the bed."
     Jamison is showing the line in its Chrysalis Room, where the top-of-the-line two-sided models will be displayed against a backdrop of teal walls. TLC bed dressings feature a teal and silver gray weave that resembles silken grass cloth and conjures a butterfly's chrysalis, the company said.
     Coordinating display elements include butterfly mobiles; window graphics featuring different butterfly patterns and the "Lift. Relax. Relieve." message, plus several new demonstrator units affixed to the floor that point out the layers in TLC models, including the new Talalay Latex GL component.