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May 22, 2004

Pure Touch captures latex market

Since its debut over two years ago, the Pure Touch brand has captured a considerable share of the latex mattress market. It has established itself as a "stand-alone" brand within the Therapedic brand pyramid, elevating the average unit selling price at the retail outlets, which carry the line.

"Pure Touch has been a phenomenon," said Michael Pino of Therapedic. "It's defined a category, not only for us, but for the industry," he said.

No mattress company has, until now, give latex bedding as significant a position within their product line, said Pino. "Pure Touch has been a ground-breaker in terms of defining the latex market," he added.

Until Pure Touch, most mattress companies ignored the premium latex category, he said. But the success of Pure Touch, and other brands like it, has gotten everyone's attention.

"The tide rises for everything on the retail floor once Pure Touch is added to the mix," he added. "And once a consumer is shown the comfort, and explained the benefits of latex, it becomes a viable buying alternative for many," he said.

Nothing compares to the luxury and durability of latex bedding said David, a leading Puretouch Retailer in Australia.

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