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
"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.