Pure LatexBliss introduces bio-latex Yulex Collection

David Perry -- Furniture Today, January 30, 2013

LAS VEGAS - Pure LatexBliss is taking a natural turn this market with the introduction of its new Yulex Collection, which offers a full line of bio-latex mattresses, toppers and pillows made from guayule, a modest-looking desert shrub grown in the United States.
The bio-latex sleep products mark a new chapter in the growth of Yulex Corp., an agricultural-based biomaterials company headquartered in Phoenix. Pure LatexBliss signed an exclusive partnership agreement with Yulex last year, and company officials have high hopes for the new natural latex line.
Kurt Ling, president of Pure LatexBliss, recently toured the Yulex facilities in the Phoenix area and was impressed with what he saw. He said he likes the company's natural story, and said the new bio-latex line feels right for discriminating latex consumers.
Yulex's biorubber is desirable for its eco-friendly properties. Derived from the desert plant guayule, a renewable, non-food crop indigenous to the southwestern United States, the bio-latex is produced in a clean manufacturing process. It has a natural elasticity, durability and softness, making it an ideal component for bedding, officials say.
The Yulex Collection will offer an additional option to PureLatexBliss' other latex products derived from hevea rubber trees.
"With our Yulex Collection, there aren't any tradeoffs for selecting a product that is more sustainable and environmentally friendly," said Ling. "That is truly groundbreaking. Typically when buying a ‘green' mattress, there's a tradeoff - the fabrics are stiff and the upholstery isn't as responsive.
"However, this collection marks a new standard in eco-luxury. It has the Pure LatexBliss signature feel our retail partners expect. This technology has never been used before in the sleep products industry and it will serve as a great differentiator for our customers."
The Yulex Collection's offerings include three mattresses, the eight-inch Eco, the 10-inch Sustain and the 12-inch Renew. Each mattress has a three-layer organic cotton stretch fabric that is supple to complement the responsive feel of the latex underneath. The new triple-layered organic ticking is another industry first, and is both GOTS and Oeko-Tex certified, the company said.
The Yulex Collection is completed with two removable CustomFIT bio-latex pillowtops in two-inch and three-inch options. Additionally, consumers can select from two bio-latex pillows with either a high or low profile.
Atlanta-based Pure LatexBliss shows in World Market Center B-945.
Yulex Corp. has developed a portfolio of biomaterials derived from the U.S.-grown guayule plant. The company's technological innovation is designed to replace traditional tropical or petroleum-based rubber for consumer, industrial and medical markets, with the residual agricultural materials utilized as a feedstock for bioenergy.