LAS VEGAS—Trusted sleep authority the National Sleep Foundation and leading bedding manufacturer PureCare® by Fabrictech are expanding and enhancing the retail presentation of Fabrictech’s PureCare line of protection products for mattresses, box springs and pillows at the Summer 2013 Market, running July 29-August 2 at the World Market Center here.
Fabrictech’s PureCare line was selected as the official mattress, box spring and pillow protectors of the National Sleep Federation two years ago, and has achieved phenomenal success among retailers and consumers since its debut, offering premium bedding protection that guards against allergens, dust mites, bedbugs and moisture. The initial line of PureCare Antibacterial Silver and PureCare Celliant protection products was expanded in January with the additional of PureCare Aromatherapy protection products, encouraging consumers to “Breathe, Relax, Sleep” with calming fragrance sachets built into a patent-pending sachet pocket inside each PureCare Aromatherapy mattress and pillow protector.
The NSF and Fabrictech are reinforcing PureCare message at this week’s Summer Market, unveiling new retail packaging for the Aromatherapy protectors that features an entertaining “scratch-and-sniff” packaging design to entice consumers and augment retailers’ point-of-sale presentations.
The entire NSF-selected PureCare line is being featured in Fabrictech’s new showroom on the 15th floor of Building C of the World Market Center, a prime destination for leading resources in the bedding and mattress industry. The 2,400-square-foot location, #C1595, is shared with Knickerbocker Bed Frame Co., and is 50 percent larger than the companies’ previous Las Vegas showroom; the new location debuted in January. Fabrictech also is spotlighting a wide variety of merchandising ideas, store displays and informational literature in its showroom, along with the complete PureCare product line.
Executives at the National Sleep Foundation and Fabrictech say the two-year-old relationship has been extremely beneficial to both parties. “The partnership is successful because Fabrictech offers quality, solution-based products that improve the bedroom environment and fit with our expertise on sleep,” explains David M. Cloud, chief executive officer of the National Sleep Foundation, a leading charitable, educational and scientific not-for-profit organization dedicated to improving sleep health and safety. “Fabrictech’s PureCare line offers people, particularly those challenged by allergies, a way to take control their of bedroom environment and get a better night’s sleep.”
Sean Bergman, chief marketing officer for PureCare by Fabrictech points out that the new packaging is designed to bolster the line’s already strong sales at retail. “This is a small but significant improvement to the enormously successful PureCare line of protection products selected by the National Sleep Foundation,” Bergman remarks. “The NSF Official Product designation has been invaluable to the success of the PureCare line, and to a large extent has been fueling incredible increases in retail sales for Fabrictech as a whole. Last year we registered 65 percent sales increases over the prior year, and we are currently on track to register an additional 60 percent sales growth this year—we have added some 400 accounts and are continuing to add two to three accounts per week—and we attribute much of this growth to our relationship with the National Sleep Foundation.”
Fabrictech is supporting this rapid growth with a major expansion of its facilities, earlier this year moving its corporate headquarters from a 6,000-square-foot site to a 30,000-square-foot location in Fairfield, N.J. The new headquarters includes a dramatic East Coast showroom where Fabrictech is spotlighting the entire PureCare product line. The company also has added nine sales and management positions in the past seven months.
Bergman notes that Fabrictech’s focus on healthy sleep and wellness products have made the company the fastest-growing manufacturer in their industry. “We have changed the conversation about mattress and pillow protectors, moving from the traditional idea of ‘protecting your investment’ to a focus on health and wellness and creating an environment to encourage a better night’s sleep,” he says. “PureCare protectors offer consumers the essential elements necessary to create a healthy sleep environment. The PureCare product line combines superior technology, innovation and the highest quality materials, and represents a revolution for today’s health- conscious consumers and allergy sufferers.”
Cloud points out, “The NSF appreciates that Fabrictech is keenly interested in educating the public about better sleep and offers products than can help make for a better night’s sleep. The National Sleep Foundation’s strategic goal is to partner with best-in-class products that offer everyone the opportunity to assemble the very best bedroom possible. Controlling nighttime allergies is a great way to improve your sleep, because the PureCare mattress, box spring and pillow protectors guard against common allergens, dust mites, bed bugs, mold and mildew. Consumers purchasing these products can rest assured that they are doing all they can to promote a healthy and safe sleep environment.”
Fabrictech’s PureCare products are available at leading mattress retailers and specialty sleep shops nationwide, and the company has embarked on a global expansion program. Last week, Fabrictech announced the signing of an exclusive, multi-year distributorship arrangement with Zucora Inc., to boost its presence in Canada; and last year the company signed a licensing agreement with an Australian firm to bring the PureCare line to Australia and New Zealand.
The PureCare Aromatherapy line features soothing scent sachets, a time-honored solution for restless sleepers. The products are shipped with a sleep-inducing lavender scent; other relaxing fragrances include tangy, sweet Mandarin; mood lifting, sedating Sandalwood; sinus- and congestion-relieving Eucalyptus; and rich, romantic Jasmine. Scents are available for individual purchase and should be replaced every three months. Suggested retail prices for the PureCare Aromatherapy line are $159.99 for the queen total encasement protector; $119.99 for the queen 5-sided protector; $28.99 for the pillow protector; and $6.00 for replacement sachets.
Two additional NSF-selected PureCare product lines also are being shown at Las Vegas Market: Fabrictech’s PureCare Celliant® and PureCare Antibacterial Silver mattress, box spring and pillow protectors. Fabrictech is using Celliant fibers by Hologenix®, which are premium, step-up performance fibers designed to promote wellness. Fabrictech’s dermatologically tested PureCare Antibacterial Silver protectors feature a unique application of silver ions to deactivate bacteria and suppress the reproduction of dust mites and other allergens, virtually eliminating odors. Suggested retail prices for these two lines range from $129.99 to $209.99 for the queen size mattress protectors; standard size pillow protectors are $32.99.
Another important benefit of the National Sleep Foundation and Fabrictech relationship is consumer education: As part of their partnership, the National Sleep Foundation and Fabrictech are providing informational brochures to consumers about the importance of proper sleep, and how to create a proper bedroom environment to promote deep, restful and uninterrupted slumber.
“The NSF and Fabrictech are distributing NSF’s ‘Sleep Protection Plan’ sleep health educational brochure with every PureCare mattress, box spring or pillow protector sold,” points out Cloud of the NSF. “We’re delivering our message to American homes and meeting our mission to educate the public about the importance of sleep and sleep health as they are making important decisions about their sleep and the bedroom environment. Fabrictech’s PureCare products are part of the NSF’s line of Official Products, all bearing the distinctive NSF brand. Our name and logo helps the public recognize healthier choices.”
Bergman agrees, noting, “Consumers are making the connection between the National Sleep Foundation and a better sleep environment; they see and recognize the logo and realize that these protects are key to creating clean and healthy bedroom. We strongly support the educational efforts of the NSF to put information about sleep in the hands of millions of consumers.”
Key subjects addressed in the NSF brochure include an explanation of how mattress and pillow protectors can help consumers preserve their bedding and protect themselves and their families from allergens, dust mites, and mold and mildew. Following are some informative excerpts from the brochure:
The National Sleep Foundation is a charitable, educational and scientific not-for-profit organization dedicated to improving sleep health and safety through education, public awareness, and advocacy. Based in Washington, DC, its membership includes researchers and clinicians focused on sleep medicine, professionals in the health, medical and science fields, individuals, patients, families affected by drowsy driving and more than 900 healthcare facilities throughout North America. To find out more about the National Sleep Foundation, visit www.sleepfoundation.org.
PureCare® by Fabrictech designs essential elements necessary to create a healthy sleep environment. PureCare protectors, toppers and PureCare Plush pillows–all of which combine superior technology, innovation and the highest quality materials—are revolutionary to today’s health conscious consumers and allergy sufferers. PureCare by Fabrictech continues to change the conversation in the mattress protector industry to focus on health and wellness and has introduced the first Limited Lifetime Stain Warranty. PureCare by Fabrictech is proud to manufacture the official mattress and pillow protectors of the National Sleep Foundation. Please visit www.fabrictech.com for more information.
### High-resolution photos and downloadable copies of brochures are available upon request.