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Pure LatexBliss Partners With Bio-Rubber Producer
November 29,
2012 by in UnCategorized 
By Home Furnishings Business in Mattresses on November 30, 2012
Luxury mattress brand Pure LatexBliss has signed an exclusive partnership with Yulex Corp., a manufacturer of bio-rubber latex derived from the guayule plant.
Guayule is a desert shrub grown in commercial farms throughout southern Arizona. Offering an additional option to the companys other latex products derived from Hevea rubber trees, Pure LatexBliss will be the first manufacturer in the sleep products industry to create latex mattresses and pillows with Yulex latex technology.
The new bio-Latex is desirable for its eco-friendly properties. Plant-based, Yulex sets a new standard for creating sustainable, renewable, and low carbon sleep products. It has a natural elasticity, durability and softness, which make it an ideal component for bedding. Those same qualities make Yulex appropriate for a range of goods, and the company has strategic partnerships in other consumer categories, including with Patagonia sportswear and Ansell Medical.
This is a new to the world latex technology that has never been used before in our category, said Atlanta-based Pure LatexBliss President Kurt Ling. "When we discovered Yulex, we were convinced that this was an innovation we needed to bring to our product collections. Not only does Yulex produce a high-performance latex, we were excited to learn that guayule is grown and Yulex is made in the United States."
Guayule is a new industrial crop and the only species other than Hevea that has been used for rubber production on a commercial scale, according to Pure LatexBliss. Guayule is a non-food plant that requires very little water, is grown domestically, uses no pesticides and has a clean manufacturing process. Rubber is found primarily in the bark of this desert shrub. To extract the rubber, the branches are ground, releasing intact rubber particles and an aqueous suspension. The materials are separated in a centrifuge, and the rubber mixture is culled of the top and purified.
Pure LatexBliss plans to unveil its Yulex collection of mattresses, toppers and pillows at the Jan. 28-Feb. 1 Las Vegas Furniture Market.