PureCare’s Steady Growth and Expanding Sleep Portfolio

Cover Story IconPowered by a comprehensive portfolio of health and wellness-based products, PureCare has emerged as an innovative leader of the sleep accessories category.

At a time when industry consolidation and online competition have driven down value, PureCare has experienced an extraordinary period of growth, steadily expanded its sleep-product portfolio, retail distribution and operational capabilities.

The company delivers high-quality sleep products with features and technologies that continue to resonate on showroom floors. With a new headquarters opening in Arizona and a fully renovated showroom unveiling at the Winter Las Vegas Market, PureCare is heading into 2018 stronger than ever before—and has no plans to slow down anytime soon.

Before rebranding in 2012, PureCare was known as Fabrictech International—an innovator in the mattress protection market. The new name and rebrand solidified a shift in the company’s focus to a health and wellness brand. While PureCare still offers extensive private label programs to retailers, the company has built a comprehensive portfolio of branded sleep accessories. Offering a wide range of advanced protector, pillow and sheet collections, PureCare has generated continued success within the specialty mattress and furniture market—and recently expanded its online retail presence as well.

“While we’ve shored up some major accounts with retailers, both domestically and internationally, one of the things that I’m most excited about is the team we’ve built,” explains Sean Bergman, PureCare’s chief marketing officer. “We’ve really evolved into a very functional, communicative and driven group of individuals that is both looking at the future of PureCare as well as how to get things done right now.”

As the internal make-up of the company has expanded, PureCare has successfully avoided any potential growing pains by bolstering its infrastructure, implementing new organizational systems and customer relationship management processes. In refining its operations, the company has successfully maintained a level of manufacturing acuity that serves as the basis of everything that it does.

“We’re not an Internet company, or marketing company. At our core, we are a product design, manufacturing and wholesale company,” Bergman continues. “We are seeking out cutting-edge, tip-of-the-spear technology to incorporate into our products—but we’re really looking at technology in a different way. We’re looking at using unique technical textiles and specialized manufacturing to their fullest.”

PureCare_SUB0_SoftCellChill Pillow

Product: SoftCell Chill Pillow
Collection: SUB-0°
Technical Textile: FRíO®
Benefit: Cooling

While quality and comfort are primary priorities, every new PureCare product must service its overarching mission of health and wellness. From the very beginning, the company has been devoted to creating wellness-based products that help create a cleaner, healthier sleep environment. The company’s original slate of mattress protection products focused on health and hygiene elements. Each PureCare protector is made with exclusive technologies like OmniGuard Advance fabric and MiteTight sealed seams—all of which are designed to guard against allergens, mold and mildew, dust mites and bed bugs.

“We’ve been talking about health and wellness as a company for a long time,” says Sarah Bergman, vice president of marketing & creative. “Those original benefits and features are still built into our products and they still perform great. But, today, health and wellness means a lot of things to a lot of different people. Our original message may still resonate for a mom whose child suffers from allergens, but health and wellness may mean something totally different to a customer that’s looking for better performance and faster recovery times.”

The demand for healthy lifestyle products has grown significantly in recent years, making PureCare’s mission more relevant than ever before. According to Euromonitor International, the global market for health and wellness offerings grew to $686 billion in 2016—and it is expected to reach $815 billion by 2021. For today’s consumers, health and wellness is a primary consideration—and they are willing to spend money on the products that will help them achieve it. As the concept of health has evolved, so too has PureCare’s product portfolio.

Since 2010, the company has focused on elevating its health and wellness message beyond mattress hygiene through the use of technical textiles such as Celliant, FRíO and TempSync. In addition to offering next-level performance, recovery, temperature regulation and cooling benefits, these advanced fiber technologies deliver added credibility to PureCare’s products—equipping retailers with real, scientifically-proven selling points.

Celliant was the first technical textile to be added into the PureCare product mix. Made from a proprietary blend of thermo-reactive minerals and infrared-emitting ceramic particles, these performance fibers are clinically tested to increase blood flow to the site of application, improve performance and recovery and promote overall general wellness. While PureCare was not the first to introduce Celliant to the bedding industry, it was one of the first to really recognize its potential—and invest in it. After unveiling Celliant mattress protectors in 2011, the company went on to develop the textile into a complete bed collection, including the Elements Lumen Celliant Sheets and Body Chemistry Pillows.

PureCare_BodyChemistry_Pillow Collection

Product: Body Chemistry Pillows & Elements Celliant Sheets
Collection: Celliant
Technical Textile: Celliant®
Benefit: Recovery

These popular collections got an added boost last year when the U.S. Food and Drug Administration (FDA) officially designated Celliant as a “medical device” and “general wellness product.” This means products that incorporate Celliant performance fibers are now able to legally claim that the fibers promote increased localized blood flow—thereby increasing energy, boosting performance and speeding muscle recovery. While these benefits are the exact reason PureCare decided to utilize the fiber in the first place, this official determination from the FDA adds a whole new level of legitimacy to these claims. Additionally, it provides retailers with a clear explanation of Celliant’s benefits in language that can be easily communicated to consumers.

While Celliant was a major turning point for PureCare’s evolution, it was the introduction of FRíO that really solidified the company as an innovator. Made from blending a proprietary mix of minerals with liquid polyester, each FRíO fiber features mineral “tunnels” that work to disperse body heat across the surface of the material. By preventing the heat from building up in the fabric, FRíO is able to offer a cooling rate that is five times faster than traditional polyester. As temperature-regulating products have become increasingly ubiquitous in the marketplace, FRíO stands out by offering a more demonstrable cooling effect that not only makes an impact at retail—but continues to work long after the consumer takes it home. After the success of its FRíO protectors, PureCare has since expanded the textile to pillows as well with its SUB-0° Cooling Pillow Line.

“I think that retailers are looking for the demonstrative proof of products, especially in the bedding industry, and when they can’t have the immediate gratification that they get from technical textiles like FRíO cooling fibers, they want scientific evaluations to back up claims like those of Celliant performance fibers,” Sean Bergman offers. “Our technical textiles give RSAs the ability to say, ‘This isn’t snake oil. This is real science.’ This stuff works. It makes sense—and it’s sellable.”

While the science behind these technical textiles may be complex, the physical benefits they promote are easy to understand— and feel. More than simply offering a new high-tech feature, the power of these materials is in their ability to convey a meaningful health and wellness story. As PureCare continues to expand these technologies across all its product categories, it has developed creative point-of-sale materials that reflect those effects in more visual ways.

“Over the years, we have learned how to tell these technical stories while remaining easily relatable,” Sarah Bergman notes. “One of the benefits of our products is that there is a deeper level to them—it isn’t just a mattress protector. We want to treat our customers with a little bit more care by telling them that bigger health and wellness story.”

Today, PureCare is doing just that through its complete “bed collections.” Built around a specific wellness benefit, these comprehensive programs feature a variety of pillow, sheet and protector options—all of which are powered by a technical textile. By delivering a wide range of products, comfort feels and constructions within each health and wellness message, PureCare gives consumers the opportunity to build a complete sleep environment that is customized to them.

“Performance is a want, but wellness is a need. And today, PureCare offers the finest of both of those technologies.”

—Sean Bergman, PureCare’s chief marketing officer

These collections will take center stage in PureCare’s newly renovated showroom at the Winter Las Vegas Market. With space to showcase the versatility of its product offerings, PureCare has teamed up with mattress manufacturer Spink & Edgar in their showroom with Knickerbocker bed company to showcase three collections—the Celliant Recovery Bed, FRíO Cooling Bed and Temp Neutral Comfort Bed—some on adjustable beds highlighting their compatibility with the fast growing category. In addition to showcasing the company’s exclusive Precision-Fit corners and advanced construction features, this market presentation will give retailers an idea of how these collections can be merchandised on the retail floor.

“The bedding collections bring our technical textile stories to light in an interactive and informative environment,” Sarah Bergman explains. “We’re utilizing infographics, displays and signage to show how our technical textiles are made and how they work. We’ve also dedicated space to our retail display so that our retailers have an idea of what PureCare could look like in their stores.”

The collections are not the only new addition to PureCare’s Las Vegas showroom. The company will also introduce its new “Retail Design Center” at the winter market. This new space offers a fully integrated and hands-on experience for retailers looking to mix-and-match PureCare’s offerings to create a customized product line-up for their stores.

In addition to having all of PureCare’s products and product displays on hand, the Design Center will really serve as the “cutting room floor”—a space where retailers can sit down with members of the company’s sales and marketing teams and build out a full program from start to finish.

“The design center gives us the space and tools to do what we do best: work hand-in-hand with our retailers to develop custom sleep essentials programs that will work for them,” Bergman continues.

PureCare BodyChemistry Pillows

Product: Body Chemistry Pillows
Collection: Celliant
Technical Textile: Celliant®
Benefit: Recovery

Looking ahead to the future, PureCare remains dedicated to delivering a higher level of support to its retail partners—and that means continuing to fortify its own operational and manufacturing infrastructure. The company is currently in the process of relocating its headquarters to Phoenix, Arizona. In addition to housing all of PureCare’s executive offices, customer service and IT departments, this new facility will also include state-of-the-art networking systems and warehousing for the company’s e-commerce customers.

Not only will this new facility better accommodate PureCare’s current demands, it will also give the company ample amount of space to continue its upward trajectory. Measuring in at 120,000 square feet in size, this new location is a major upgrade from its current 20,000 square foot facility in Fairfield, New Jersey.

“We grew out of our New Jersey location on the very first day we moved in,” Sean Bergman reveals. “So we decided this time that we were not going to outgrow the space on day one. This new facility gives us so much more ability to operate, and really just the room that we need to grow at the pace that we are.”

That includes bringing some of its manufacturing capabilities stateside as well. Beyond the offices and warehousing, the new headquarters will also include 30,000 square feet of manufacturing space too. State-of-the-art, computerized pillow blowing machinery will provide PureCare with the ability to produce ball fiber, microfiber, Identically Down, shredded memory foam, latex foam and other kinds of shredded pillows on-site—a first for the company. With a starting capacity of 4,000 pillows a day, the new space will allow the company to expand that up to 20,000.

With a new headquarters, an increasingly strong sense of identity and creatively enhanced product lines, PureCare is entering 2018 with a “sky’s the limit” mentality—and all the necessary tools to continually extend its wingspan. If the past five years are any indication, PureCare has a bright future ahead.

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