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From Home Furnishing Business
Latex Int'l Focuses on Hybrid Technology
July 17,
2013 by in Business Strategy, Industry 
Latex International is focusing on hybrid technologically with enhanced latex components as a key to future business.
Today's sleep products manufacturers recognize that consumers want choices and the temperature regulating, gel infused hybrid mattresses are emerging as one of the biggest industry advances of the last decade. Now, the company is building on the fact that latex mattresses conform to the body's curves and allow weight to be evenly distributed providing side sleepers with the comfort and support needed to ensure a good night’s sleep.
“Our industry is changing rapidly," said Shelton, Conn.-based Latex International President and CEO Dave Fisher . "In just 10 years we have seen a mostly spring industry be dominated by specialty mattress growth. The latest opportunity for retailers and manufacturers is to enter the hybrid space with mattresses that have springs and a significant amount of specialty materials on top. We have worked hard to understand the key role hybrids will play moving forward and latex is an integral part of this success.”
Maintaining its position as a leader in the growing latex category, Latex International continues to introduce game changing technology and materials, most recently with its graphite-infused latex. The company predicts that this new innovation will be one of the greatest hybrid components on the market. In addition to relieving pressure and providing support, graphite infused latex is more flexible and durable than traditional latex, and rates high for absorbing heat.
Latex International will spend the next year marketing Latex Hybrids as the “best hybrid for side sleepers,” introducing custom POP highlighting this point of differentiation. At the same time, it will continue to introduce new formulations of Latex for the growing hybrid mattresses segment as well as cutting latex in non-traditional manners for unique product offerings.
“Simply put, consumers have told us that when they lay on most mattresses with a significant amount of memory foam or latex on coils they are not only are comfortable, but feel supported completely on their back," Fisher said. "As those consumers roll over to their sides, they feel there is a huge difference that makes Latex stand apart from all other hybrid mattresses.”