Natural lines among Tier Two bedding intros

David Perry -- Furniture Today, January 28, 2013

LAS VEGAS - Tier Two bedding producers are doing their part to add excitement to an already dynamic mattress market here.
     Among the introductions are a number of new natural bedding lines.
     Pure LatexBliss is teaming up with Yulex, a bio-materials company, to introduce the industry's first line of latex mattresses and pillows made with a bio-rubber material fashioned from guayule, a renewable non-food crop grown in the United States.
     Kurt Ling, president of Pure LatexBliss, said this "new to the world" latex technology has never been used before in the mattress category. The new latex mattresses and pillows, positioned at the upper end of the Bliss line, feature a natural elasticity, durability and softness, he said.
     Glideaway is touting a natural story in its new Natural Awakenings series of latex and gel mattresses, which combines "the best of science with nature," the company says. The collection uses CertiPUR- US-certified memory foams. Retails range from $999 to $1,799.
     Organic Mattresses Inc. is introducing new point-of-purchase displays that include upholstered organic chenille materials.
     "Our improved POP program is part of our overall effort to transform the way in which organic products are sold and presented to consumers," said Walt Bader, president of OMI.
     "Several years ago we transitioned from a pure health message to incorporate comfort. Next, we added more compelling product design to give organic mattresses more curb appeal. Now comes our exciting program to help the retailer sell product with more dynamic POP," Bader said. "We are committed to sharing the benefits of our 100% organically manufactured bedding offerings with more people, and we think this new POP display will help us accomplish this."
     Vi-Spring touts natural materials in its new Masterpiece Superb line, which features a three coil layer system cushioned with materials like Shetland Isle wool and Moosburger long strand horsetail from Austria.
     "This mattress is nothing but spectacular in every way," said Terence Bachor, Vi-Spring's North American director. "It puts our closest competitor's bed to shame, and that sells for about three times what we will be offering this beauty for. Vi-Spring is truly the finest mattress in the world and continues to show it with the confidence of our lifetime warranty."
     Naturepedic, offering a line of mattresses certified as organic, is introducing what it says is one of the first organic luxury mattresses certified to the new Global Organic Latex Standard.
     "The entire focus of the Naturepedic brand is to provide luxurious premium mattresses and mattress accessories made with organic and healthier materials," said Barry Cik, a Naturepedic executive.
     WorldBed Studio is introducing its Shared Comfort memory foam mattress, which features cavities built into the sewn cover. The top surface fabrics are suspended from edge to edge.
      "As this patent-pending construction is done without gluing, it allows for ‘smooth feels,' while the removal of adhesives also means it's better for human health and the environment," said company President David Farley.
     Zedbed, a Canadian specialty mattress producer aiming to boost its presence in the U.S. market, offers a range of "eco-friendly therapeutic memory foam mattresses," the company says. The Zedbed line includes mattresses, adjustable beds, headboards, pillows and protectors.