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Natura World, Target Team for Crib Mattress Line
February 10,
2011 by in UnCategorized 
By Home Furnishings Business in Youth, Juvenile Furniture on February 11, 2011
Natural and organic bedding producer Natura World will produce a new innerspring crib mattress line available at Target (NYSE: TGT), among other retailers.
Cambridge, Ontario-based Natura World will start manufacturing the four-SKU collection for Munchkin Inc. at its Wichita Falls, Texas, plant this month. The company anticipates producing around 300,000 units this year, which represents the first mattress offering in the Munchkin lineup of baby products sold at Target stores nationwide and Target.com.
Natura World President Ralph Rossdeutscher said juvenile bedding has been one of the bright spots in an industry beleaguered by a poor housing market and slow economy.
"No matter what economic climate we are in, families want the best for their children. With our deep-rooted expertise in natural and organic bedding, we worked together to create a new baby collection especially for Munchkin that features the highest quality materials available at value-oriented price points," said Rossdeutscher.
The Munchkin crib mattress line is crafted to provide maximum comfort and safety while minimizing the use of chemicals. The entire collection is free of phthalates, PDBEs, pesticides and dyes.
Each of the four models in the collection features Naturas innovative two-sided, reversible construction for greater value and durability. The Comfort Safe Classic and Comfort Safe Cotton Plus are designed for infants, while the Comfort Safe Cotton Ultra Comfort Safe Organic features a firm side for infants and may be flipped to a less firm side which is designed for toddlers.
The products are one of the first Natura lines to be produced at its new 478,000-square-foot manufacturing facility in Wichita Falls, which increases the company's overall production capacity while decreasing shipping times in the United States. Natura's U.S.-based production joins the company's manufacturing operations at in Cambridge, Ontario.