In a move to capture more market share in the fast-growing organic space, Pure LatexBLISS will debut its new All Natural collection featuring three mattresses and two pillow offerings at the winter Las Vegas Market. Building upon the legacy of utilizing only the highest quality all natural Talalay latex in its product lines, the company has introduced a number of all natural components into the line to support the new models.
“Our story is simple to tell. The All Natural collection offers retailers and consumers all the benefits of a traditional mattress without the trade off normally associated with a more natural product. These mattresses are different than other organic offerings because they look and feel just as great as our other popular collections,” said Pure LatexBLISS President Kurt Ling.
The All Natural collection’s three mattresses—available in eight-inch, 10-inch and 12-inch profile options—feature an all-natural Oeko-Tex certified Talalay latex pressure relief layer nestled atop a six-inch all natural Talalay latex support core. Each mattress has a supple GOTS certified organic cotton stretch fabric cover to compliment the uplifting, buoyant feel of the Talalay latex underneath, as well as an organic wool fire retardant layer. Committed to helping consumers create a bed tailored to their personal preferences, the All Natural collection is rounded out with two all natural Talalay latex pillows available in high and low profile models.
“Over the last several years, the sleep products industry has done a good job recognizing ‘truly devoted organic consumers’ who strive for sustainable, organic options in every aspect of life. That said, we’ve identified greater opportunity with the much faster growing ‘casually organic’ or ‘sometimes-natural’ customer. For example, these customers may buy organic strawberries but not apples; they may choose paraben-free shampoo but not phosphate-free dishwasher detergent. This group is concerned with their family’s well being and is taking steps, one at a time, to make their family healthier,” said Ling. “The casually organic consumer is willing to pay more for an all natural product. From produce to personal care items, energy efficient home products to sleep products, they are gradually moving toward buying more natural products for their home.”
Pure LatexBLISS has introduced POP to create “all natural” sleep centers in-store. For storefronts, the company offers retailers outdoor banners that read “Experience All Natural Mattresses Here.” The collection retails for $3,599 to $5,999 in queen, with the complimentary line of pillows available for $159.