Moving to expand its share of the underserved latex pillow market, latex producer Talalay Global has partnered with Amazon to launch its extensive pillow lineup. Called Juvea, the line features six pillow designs, including models developed specifically for stomach and side sleepers.
Available through the e-commerce retailer’s Prime program featuring two-day delivery, the Juvea pillow collection is available in standard/queen and king sizes and in three different comfort levels. One of the top 10 U.S. retailers in furniture and bedding, the Amazon platform will help boost the new brand’s profile among consumers.
“We chose Amazon for the launch because it is a great platform to secure mass market awareness for a new product. We have already seen strong results in this first phase of our product rollout,” said Marc Navarre, chief executive officer of Talalay Global.
With brand awareness building, the next phase of distribution will be with retailers. The Juvea brand was developed to help the company’s retail customers grow their business by securing larger tickets when making a mattress or bedroom furniture sale, or by selling the pillows as a stand-alone item.
“The latex pillow market has been significantly underserved. There is no dominant brand in the category, but we plan to build one,” he added. “Our research shows that only 14 percent of consumers buy latex pillows, but 82 percent of them recommend those pillows to others. That indicates a major opportunity for us and our retail partners.”
Juvea is derived from two words – rejuvenation and hevea. Rejuvenation is the benefit derived from a great night’s sleep, while hevea is the rubber tree from which all Juvea pillows are sourced, he explained.
Each Juvea pillow comes in standard/queen and king sizes and is made in America with the company’s Talalay latex. They are available in low and high lofts for stomach and side sleepers, respectively, while another model features grated latex, which provides a down-like feel. In addition, all the new pillows are hypoallergenic and resistant to mold and dust mites.
Amazon features a number of infographics to educate consumers about the Juvea line, including an easy-to-read chart that recommends different heights for preferred sleeping positions and graphics that share the benefits of all-natural latex.
Retail price points range from $99.99 in standard/queen to $119.99 in king with models available in three fills – shapeable shredded latex, medium and soft. The pillows are available in two all-natural cover options – cotton or TENCEL lyocell.
About Talalay Global: Talalay Global is the only U.S. manufacturer of Talalay latex mattresses, mattress toppers and pillows, which are sold under many leading brand names through strategic business partners. In addition to the all-natural Juvea pillow line, the company owns Pure Talalay Bliss, which sells luxury finished mattresses and pillows to mattress specialty stores and home furnishings retailers. Talalay latex sleep products provide a unique feel of comfort and support by gently conforming to body contours, while providing a naturally resilient and healthy sleep environment. More than 150 employees produce mattress cores, toppers and pillows utilizing the innovative Talalay molding process in the company’s Shelton, Connecticut, facility.