Sealy Introduces New Mattress Featuring Smart Latex Materials

Furniture World Magazine

Sealy Corporation announced the introduction of the innovative Sealy Posturepedic® PurEmbrace™ mattress featuring the company’s proprietary Smart Latex™. The new latex sleep system aligns with Sealy’s corporate growth strategy which includes a focus on innovation within the specialty mattress segment. The Sealy Posturepedic PurEmbrace line, inspired by nature’s rubber tree and perfected by Sealy technology, is available exclusively at Macy’s through mid-October. “The specialty category has enjoyed significant growth over the past few years,” said Larry Rogers, Sealy president and interim CEO. “By 2011, specialty sleep systems could account for as much as one-third of industry sales. Sealy is leading the charge in latex by launching Sealy Posturepedic PurEmbrace with an initial exclusive distribution strategy through Macy’s department stores nationwide this summer.” According to Sealy, "The Sealy Posturepedic PurEmbrace delivers unsurpassed pressure relief combined with the best of Sealy Posturepedic support to eliminate virtually all of the uncomfortable pressure points that cause tossing and turning, making it the company’s most advanced sleep system ever. The new latex mattress adapts perfectly to the body, conforming to every curve, while providing pushback support and breathability for a cool and comfortable night’s sleep." Sealy Posturepedic PurEmbrace Sealy Posturepedic PurEmbrace contains a patent-pending Pressure Relief Inlay system, using responsive Smart Latex materials that target areas most prone to pressure, including the shoulders, hips and knees. The Smart Latex core is made using Sealy’s patented continuous pour process that provides a highly consistent quality and feel in each mattress. The latex sleep system is naturally moisture resistant and breathable which encourages ventilation and quick drying for the most comfortable sleep. Each model is engineered around Sealy’s proprietary hypoallergenic Smart Latex, promoting a clean and healthy sleep environment. “Sealy sees the new Sealy Posturepedic PurEmbrace sleep system as the springboard to growth and product innovation in the specialty bedding category,” said Cindy Wenger, vice president, marketing, specialty bedding for Sealy. “We have built a latex plant in the United States that allows us to produce our own materials, conduct proprietary research and testing and further investigate innovative uses for latex. The Sealy Posturepedic PurEmbrace mattress was created using the latest technology to help consumers maximize every minute of sleep they can get.” To drive consumer awareness and purchase, Macy’s will offer Sealy Posturepedic PurEmbrace in over 300 stores in its top 47 markets in the United States, in its new specialty bedding section, dedicated to the next generation of specialty sleep systems. Sealy anticipates broader distribution in late 2008. The launch also will include a national marketing campaign rolling out with print, television, out-of-home and online advertising, as well as public relations. The Sealy Posturepedic PurEmbrace line ranges from $2,199 to $4,499, retail price in queen set, and is available in Macy’s now. Sealy Posturepedic PurEmbrace also is available online at Macy’s.com. About Sealy Corporation: Sealy is the largest bedding manufacturer in the world, with sales of nearly $1.6 billion in 2006. The company manufactures and markets a broad range of mattresses and foundations under the Sealy®, Sealy Posturepedic®, Stearns & Foster®, and Bassett® brands. Sealy operates 26 plants in North America and has the largest market share and highest consumer awareness of any bedding brand on the continent. In the United States, Sealy sells its products to 2,900 customers through more than 7,000 retail outlets. Sealy is also a leading supplier to the hospitality industry. For more information, please visit www.sealy.com.