From Home Furnishing Business
Fabrictech International Rebrands as PureCare
With this transition the company has shifted its focus from solely mattress and pillow protection to offering today’s health-conscious consumer a complete collection of the finest health and wellness products needed to create the healthiest sleep environment possible. The company has progressed into a disciplined technical product innovator and a growing retailer/consumer-focused brand addressing basic health, wellness and comfort needs.
Over the past two years, PureCare has implemented a rebranding process to make the brand transition from Fabrictech to PureCare. The company worked to ensure that retailers and consumers alike understood the brand transition, and how it relates to PureCare’s broader focus and goals.
According to Chief Marketing Officer Sean Bergman, the PureCare brand name better communicates the full suite of products and the consumer benefits offered by these products.
“PureCare really represents who we have become," he said. "We have evolved from a technological mattress and pillow protection company, to a consumer focused brand providing essential products for a healthier and cleaner sleep environment.”
The brand will celebrate its new company identity and mission at its modern, retailer-friendly showroom (World Market Center-C1595) at the January 2014 Las Vegas Furniture Market. PureCare also will introduce a new line of PureCare One pillows featuring a patented three-in-one design, assuring both comfort and support for every sleep position.
Bergman said that after 13 years of progress and change, PureCare now offers a full collection of sleep essentials, including mattress and pillow protection systems, such as their Aromatherapy, Celliant and Silver lines which feature OmniGuard Advance; and the industry’s first Limited Lifetime Warranty against stains. Its line of PureCare Plush pillows has helped to redefine the company’s role within the top-of-bed industry, and their memory foam and latex mattress toppers have also seen retail success.
“Under the PureCare brand, consumers and our retail partners can expect a steady advance in the creation and marketing of products that will enhance a healthier, cleaner and more comfortable sleep experience,” Bergman said . “With PureCare as our platform we can make a strong statement to consumers: Let us help you to create a haven of comfort and health in your sleep environment. We invite you to mix and match our premium mattress and pillow protectors, mattress toppers and pillows for the ideal blend of protection and comfort that only PureCare can offer.”