Expanded Premier Bedding Group Mattresses. Now Include Performax Latex. Company Debuts New Latex Line Alongside Bassett Mattresses

Furniture World Magazine

Premier Bedding Group (PBG), a mattress and bedding company that is the North American licensee of Bassett mattresses, is introducing Performax - a new line of premium sleep products featuring three all-latex mattresses created to provide the optimum sleep experience. Designed specifically to appeal to high performance individuals, including serious athletes, health professionals, fitness enthusiasts and technology-minded consumers, Performax mattresses feature 100 percent latex cores and are engineered to facilitate deeper sleep and allow the body to recover from the rigors of strenuous workouts and mental fatigue. "We are excited to add Performax latex mattresses to our product mix," said Mike Ertel, President and Chief Operating Officer, Premier Bedding Group. "With the Bassett mattress line up anchoring PBG, this is one of many innovative product introductions we are planning. Our goal is to establish Premier Bedding Group as a full-line supplier, offering everything from popular Bassett inner-spring mattresses to premium products like Performax." The Performax line will offer three models - Bronze, Silver and Gold - each featuring a Super-Soff latex topper in various depths. Super-Soff latex is specifically engineered to bring an absolute minimum amount of pressure to bear on soft body tissue. Strong supporting layers of latex add the ideal amounts of firmness to insure correct spinal alignment in any sleeping position. Performax mattresses are covered in 100 percent cotton fabrics and use only continuous filament, dacron fiber of wool or silk blends. A six-inch horizontal channel quilt optimizes the conforming characteristics of latex. Their form and flexibility allow the mattresses to work equally well with most types of foundations, including box springs, platforms, European slatted bases or adjustable beds. The mattresses are so durable, they do not need to be rotated or turned over to ensure proper wear. Suggested retail prices for queen size models range from $1,399 to $1,999. Unique Marketing For A Unique Product To promote its new Performax line, PBG is undertaking an extensive marketing program, encompassing an Internet component, complete with e-commerce, and both traditional and non-traditional retail targets. Campaign messages will center on how sleep relates to overall health and fitness performance and how to achieve optimum sleep. The Benefits Of Latex Made of what is truly a remarkable material, Performax latex mattresses actually reduce pressure points on the body, significantly decreasing tossing and turning throughout the night so the sleeper awakes more rested. Latex conforms to the body unlike other materials, providing more support than typical mattresses, and provides a luxurious comfortable feel. Inherently anti-microbial, anti-bacterial and dust mite-resistant, latex is an excellent choice for allergy sufferers. Premier Bedding Group, headquartered in Lakes Wales, FL, is a mattress and bedding company and the exclusive North American licensee of Bassett mattresses. The company's product lines include Carrington Chase by Bassett, Dream Maker by Bassett, Performax and Nature's Rest. PBG was recently formed by LIS Corporation, an investment company with holdings in the bedding, marketing/communications and hotel.