Sealy’s Purembrace Mattress Debuts at Macy’s

June 4, 2008  by in UnCategorized   

By Home Furnishings Business in Bedding on June 2008 Sealy Corp., Archdale, N.C., announced Tuesday the introduction of its 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.

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, which is 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 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.”

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 for 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.”

The Sealy Posturepedic PurEmbrace line retails from $2,199 to $4,499 for queen sets, and also is available online at www.macys.com