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      Mattress Protection Systems Address Critical Cleanliness and Health and Create a Tremendous

Market Opportunity for Retailers

American consumers very often are purchasing specialty sleep, high-profile and premium and ultra-premium or luxury mattresses and box springs that may range from $1,500 on up to $3000 or even more. After paying for a really excellent performing, perhaps high-fashion mattress and box spring, the last thing that a consumer wants is a mattress stained from a spill or a bodily fluid…or filled with dust mites, infected with bed bugs or other allergens or bacteria. As a result, with the diversity and growth of sleep products, so too, the top-of-bed mattress protection/cover products industry has grown. Savvy mattress/bedding retailers are now carrying a variety of mattress protection products, not only as an insurance for the new mattress they just sold, but also as a good margin, after-market or accessory sale that completes the entire transaction: mattress, box spring or foundation, pillows, sheets and of course a new technology mattress protection system.

There are any number of companies offering these products varying in quality, performance and technology. Any mattress/bedding retailer who is keeping tabs on the mattress protection industry has heard of such companies as Protect-A-Bed®, Protect-All™ and FabricTech2000. There are also other company’s with emerging brands in the bedding/mattress field, such as American Textiles and London Luxury’s Allergy Lux . Some of the major mattress/bedding manufacturers are even retailing their own brand or private label mattress protection products. Several companies have engaged in highly visible marketing campaigns and have built brand names for their products among mattress/bedding retailers. Five of these have made materials and information available to BEDROOM for this Special Report.

Protect-A-Bed® (“PAB”)

This company was incorporated in 2000 to distribute unique waterproof mattress protectors and by 2003 the business had grown to revenues in excess of $3.5 million and was represented in 40 states. Early in 2004 Protect-A-Bed® Chicago established operations in the Midwest to further facilitate their growing distribution needs.

PAB’s team focus and dedication consistently has been to provide complete customer satisfaction and PAB’s promise is the company’s assurance that they will not compromise on quality and service. Built on this philosophy, PAB supplies mattress and pillow protectors to 8 of the 11 top bedding specialists, several of the top 100 US furniture chains, major distributors in the pest control industry and major hotel brands. The company currently has in excess of 5,000 furniture and bedding store clients in the US.

Key to PAB’s customer focus is a training program that it offers its major clients. The program includes both online training and physical onsite training and is aimed at making its customers’ sales forces familiar with the product’s features and benefits as well as the most effective approach and introduction techniques to the end user.

Until the introduction of mattress protectors by PAB in 2000, the US market was only familiar with mattress pads. Mattress pads were originally conceptualized when mattresses became thinner and featured less padded during the depression years. The quilted mattress pad was a solution adding comfort, some protection and renewed life to a mattress. Mattress pads have been the major “competitive product” that PAB faced.

Most modern mattresses have plushness built into the mattress and the thing that primarily is needed is a product that will protect the mattress from contaminants, and the sleeper from allergens.

The success of the PAB mattress protectors with consumers is based on the fact that a mattress is in close personal use daily and demands hygienic protection. As awareness of sleep environment hygiene grows, more and more consumers become convinced of the importance of protecting mattresses and pillows against dust mites and other invasive allergens—something that a mattress pad cannot do. Furthermore, a mattress represents a considerable financial investment, worthy of protection against spills, mishaps and early deterioration.

PAB offers a premium line of health protection products for pillows, mattresses and box springs. The product is constructed using a cotton terry toweling fabric, which is laminated to a “Miracle Membrane®” providing an air vapor porous “Health SheetTM” between the user and the mattress/pillow.

Building on the foundation of the original fitted sheet style mattress protectors and pillow protectors, PAB invested heavily in research over the last three years and expanded the product line to include mattress encasements that more fully address the specific problems of allergy sufferers (over 50% of the general population), as well as the emerging bed bug problem.

PAB was the first company to commission and successfully complete independent research on its products to prove that it is bedbug escape, entry and bite proof. The products specifically aimed at bedbug control features the unique (patent pending) BugLockTM zipper closure and reinforced French seams. Throughout the development and refinement of the product, PAB worked closely with leading entomologists.

Retailers interested in learning more are encouraged to call (866) 886-2788 or e-mail orders@protectabed.com. You may also wish to visit www.protectabed.com.

Protect-All™/GBS Enterprises, owned and operated by industry veterans Mike Svoboda and Dave Powers, brings a unique twist to the mattress protection category. Svoboda brings 20 years experience in textiles, manufacturing, and sourcing while Powers injects 35 years of mattress industry sales, merchandising/marketing and general management at the mid and executive management level with leading companies Simmons, King Koil and Mattress Giant. The “Dynamic Duo” have built a respectable 90’s linens business into a powerhouse provider of mattress protection in the new millennium.

Powers’ experience in both the manufacturing and retail sectors has provided an especially unique formula for success as he understands “first hand” the needs of a retailer from point-of-sale, the perspective and motivations of sales personnel, as well as the profit objectives of the retail entity. Protect-All™ has grown exponentially since 2002 with sales increases averaging in excess of 50% annually. The company is proud to note that they serve many Top 100 Furniture and Mattress Retailers through their Protect-All™ and Healthy Sleep™ brands, as well as varied private labels and OEM initiatives. The company has been a Top 3 provider of mattress protection since introducing the category.

Making People Better:
Powers was raised in the retail business and learned early on “that nothing happens until the cash register rings.” With that in mind, the focus, aside from a formidable product, must be on making the RSAs (retail sales associate) better at what they do. “There are a myriad of effective ways today to make this happen,” Powers exclaims, “with the first and most effective being ‘on site’ training. Whether through new hire orientation or scheduled store training visits (preferably both) you must be engaged with the RSA to ‘tell the story’,” Powers continued. Other effective measures are via online modules and personal training DVDs which GBS provides for each RSA. “It’s essential, the consumer hears the story conveyed at the point of introduction to the mattress sale,” Powers concluded.

It’s a Protector NOT a Mattress Pad:
The RSA sets him/her self up for immediate objection when asking the mattress purchaser if they use/have a mattress pad (over 80% own some type of pad). But ask them if they have a mattress protector, and you open a whole new dialogue as it relates to the new purchase (most won’t have one of the new age products like Protect-All™ offers today). The primary benefit of the protector is to serve as a personal protector, protecting the consumer from the mattress and the inherent dust mite and allergy related issues associated with an unprotected mattress.

“Selling Healthier Sleep is our first objective,” offered Powers, “as it is the ‘softer sell’ and opens opportunity to sell additional protectors for beds already in the home.” The ‘end all’ sales close is the protection of the mattress investment from assuring the comfort of the mattress (lightweight protector vs. thick pad lets the consumer enjoy the true benefits of the new mattress) to the 10 year stain protection feature, which is critical.

GBS is Different:
Like many domestic providers of consumer products, GBS began producing and distributing from their US factory in Sutton, Nebraska. As the company quickly grew, the need for capacity necessitated outside sourcing, but GBS went at it differently. Unlike most competitors (who simply take a product to other sources and “knock it off”) GBS is a ‘Virtual Vertical Manufacture’, where as they individually source every material and manufacturing process to product completion, creating a seamless process and ensuring the best quality and product integrity.

New Products:
From a retail perspective, GBS formulated a “Better…Even Better…Best” merchandising strategy in late 2007 offering step up protection products from the “Classic Terry” program. The company introduced the “Velvet Touch™”  Super Premium Products making “Three Levels of Protection” a benchmark offering to the retail community (It works with mattresses). The Supreme Velvet Touch™ is a premium velour product (A legitimate step up from terry) offering five-sided protection vs. the surface only protection with the terry products. The Ultimate “Velvet Touch™” boasts a velour zippered full encasement feature for the maximum personal and mattress protection.

GBS still enjoys a meaningful market share in the popular domestics “fulfillment” business through its Consumer Direct Program with its offerings of multiple bed pack ensembles (sheets-pillows-blankets). Fulfillment programs are ideal for the retailer as they provide a premium offering to the consumer with no inventory exposure/expense (GBS ships direct to the consumer).

For more information call 800-999-5219, e-mail Orders@GBSEnt.com or visit www.GBSsleepbetter.com and Space B-930.

FabricTech 2000:
Arnold Hershbain believes with all his heart that FabricTech2000 is “the country’s most innovative mattress and pillow protection products company.” Hershbain, a trained social worker is a people person first. He is a sincere man and a true believer. Naturally he is a hardworking and dedicated business executive seeking to manage his profitable business. But he also knows that his mattress, pillow and futon protection products really do offer people a better and healthier night’s sleep. To fully appreciate the scope of technology and the dedication behind FabricTech 2000’s product story, retailers and consumers are invited to read about the history of the company and its product story.

In the Year 2001, the late Sam Chase, one of the nation’s leading wholesalers of mattresses joined forces with Hershbain to create FabricTech2000, a company that evolved to be a highly innovative mattress, futon and pillow protection company.

Chase was drawn to the business after many years of searching to find truly hypoallergenic mattress and pillow pads to help his highly allergenic son. After an exhaustive search of product options at the time, Chase determined that all the products available were institutional grade covers that took away from the comfort of the bed and pillow or inadequate products that did not really provide the protection his son needed. So Chase, using his engineering background, designed and received patents on two protection products then convinced National Allergy Supply to manufacture an innovative product line that today has evolved into six protective sleep product coverings.

Why Mattress and Top-of-Bed Retailers Should Carry Mattress Protection Products
Hershbain tells BEDROOM that Allergens are all around us though allergic reactions are from dust mite waste and other contaminants in our bedding. Dust mites thrive on skin particles and moisture (body sweat), making mattresses and pillows their preferred environment. Bedding products even in the cleanest home will attract and gather dust mites. When we toss and turn in our beds at night this creates friction that causes dead skin cells on our bodies to flake off, permeating our bed linens and also accumulating atop an unprotected mattress or pillow. At the same time every sleeper secretes or excretes bodily fluid while sleeping, most commonly through perspiration. In some cases small children may crawl in bed with a parent and have an accident. Often people alow pets to climb on the bed and these pets can leave fur and dander on the mattress and pillow.

Retailers who are now merchandizing $1,500, $2,500 and even $3,000-plus beds can benefit by offering state-of-the-art, innovative mattress protection products. Not only will they add to the margin of the overall sale, but they will insure customer satisfaction. FabricTech2000 has developed a comprehensive line to meet the needs of today’s retailers and their customers.

FabricTech2000’s flagship products include BedLiner and PillowBarrier. These are made out of a patented OmniGuard fabric and feature MightTight sealed seams. These two elements work together for non-stop protection against dust mites, moisture and other allergen triggers. The full range of FabricTech2000 products prevent skin particles and moisture form reaching the mattress or pillows using a three-step approach:
 

First OmniGaurd’s breathable PolyKnit outer layer absorbs perspiration, moisture and stains, while the waterproof InnerShield membrane prevents these offenders from reaching mattress and pillows inside the barrier. A highly effective wicking process wicks the moisture away instead of an uncomfortable “puddle” effect. The lack of accumulated moisture also prevents mold and mildew from forming thus further alleviating possible bad reactions. OmniGaurd is naturally stain and water resistant, it is made of no added chemicals, therefore it is safe for children and pets. These products are completely waterproof, and they are quiet and cool unlike crinkly and sticky vinyl solutions.

Hershbain wants all mattress/bedding retailers and manufacturers as well as consumers to understand that FabricTech2000 products are not only innovative and state of the art, but the InnerShield membrane “safeguards” your mattress manufacturer’s warranty. A mattress manufacturer’s warranty can be voided if there is a stain on the mattress even if the customer is making a claim for another structural or performance reason, says Hershbain. “Sometimes the consumer looks to the retailer to make good on the situation. “If the retailer can sell the customer a FabricTech2000 protection system everybody wins,” says Hershbain.

“Our mattress and pillow protection products were developed specifically to work with today’s modern sleep technology and specialty sleep systems. They will not alter mattress or pillow comfort, including the temperature sensing and responsiveness of memory foam mattresses,” says Hershbain. “We’ve also sized them to fit the variety of today’s mattresses. “Our products are easy to put on and take off, easy to use and they can be washed in hot water and dried on a no heat setting or hung out on the line.”

As this article went to press, Hershbain informed BEDROOM that FabricTech2000 had surpassed the 700 door count with the addition of the Mattress4You chain in Atlanta. They join Sleepy’s, RC Wiley, Value City Furniture and Ashley Home Stores as the flagship retailers carrying the company’s patented products nationwide. “Dealers are positioning our product as a premium solution for mattress and pillow protection in their stores,” noted the FabricTech2000 president. “Because we provide exceptional training and support to the dealers and their retail sales associates, there is usually an attractive spike in accessory sales after our products reach the floor.”

For more information, call 1-800-758-8563, email info@fabrictech.com or visit www.fabrichtech.com.
 

Top of Bed Technology Steadily Improves: AMERICAN TEXTILE LAUNCHES ALLER-EASE WITH DUPONT™ HMT

Innovative technology provides superior protection and cool comfort
Allergy and asthma sufferers know that getting a full night of restful sleep can be a challenge. That’s why earlier this year, American Textile Company (ATC) introduced a revolutionary new technology to its Aller-Ease line of bedding products, which is designed especially for allergy and asthma sufferers. It’s called Aller-Ease with DuPont™ Hybrid Membrane Technology (HMT) and it is the first product of its kind to provide both superior barrier protection coupled with the cool quiet comfort of cotton.

DuPont™ HMT is a cutting-edge technology that provides an unprecedented allergen particle barrier while still maintaining the soft, breathable feel of cotton that is comfortable to sleep on. “In the past people had to choose what was more important to them, comfort or allergen protection. In order to get a high level of barrier protection they had to settle for uncomfortable, non-breathable vinyl and films that are nosy and hard to sleep on,” said Michael Guidry, vice president of product development. “This new technology gives them the advanced allergen protection they want in a breathable, more comfortable material.”

DuPont™ HMT represents the next generation in allergen barrier technology. It provides 95 percent filtration efficiency at the one-micron particle size—a performance level unmatched by traditional tightly woven materials. DuPont™ HMT blocks even microscopic allergens, providing unprecedented protection from dust mites, mold, pet dander, pollen and fungal spores that can cause bothersome symptoms.
“American Textile Company is always working to offer our customers the most innovative products in the bedding industry,” said Guidry. “Aller-Ease with DuPont™ HMT will ensure that allergy and asthma sufferers get the best night’s rest possible.”

Allergy and asthma sufferers who use bedding products with DuPont™ HMT consistently reported waking up with noticeably less discomfort. They saw a decrease in allergy symptoms that can often be caused by exposure to microscopic allergens.

DuPont™ HMT will be found in a wide range of Aller-Ease bedding products, including pillows, pillow protectors and mattress protectors.

For more information visit www.americantextile.com.

London Luxury Unveils First Bed Bug Barrier Bedding Collection To Be Sold Exclusively At Bed Bath & Beyond®

Revolutionary Mattress and Pillow Protectors Help Prevent Bed Bug Infestations
London Luxury LLC, a leading manufacturer of innovative and premium home textile products is introducing its Allergy Luxe® Premium Bed Bug Barrier bedding collection this summer. According to a company spokesperson, the ground-breaking product will be available for purchase exclusively at Bed Bath and Beyond® with prices ranging from $19 to $120. The new product line includes soft and luxurious, ultra-hygienic mattress and pillow protectors designed to help prevent bed bug infestations. London Luxury states that with its reinforced seams and micro-zipper technology, their line guarantees the most secure encasement and protection of any such products.

Reports of bed bug infestations have grown dramatically throughout the world in recent years and their rise is generating increasing concern from scientists, health professionals, hoteliers and, especially, consumers. Bed bug bites are itchy, painful and in rare cases lead to infection. The bed bug is notoriously easy to transfer from one site to another, and infestations do not discriminate based on socio-economics or location. Bed bugs can thrive anywhere, including five-star hotels, college dorms, and suburban and inner-city homes. The infestations are extremely difficult to eliminate and are most commonly found in mattresses but can quickly spread to other parts of the home, including box springs, head boards and rugs. The most effective way to guard your home against bed bugs is with the help of a secure bed bug barrier pillow and mattress encasements. Even if your bedding has been infected, Allergy Luxe’s Premium Bed Bug Barrier features a state-of-the-art impermeable fabric that “traps” the bed bugs inside, disrupting their daily feeding routine and ultimately kills them.

“A proactive measure that every home, hotelier, and college or university should take would be to have a good quality, laboratory tested bed bug mattress and box spring encasement for every bed,” according to internationally renowned entomologist and bed bug specialist Gail Getty of the University of California, Berkeley, who has reviewed London Luxury’s product line.

London Luxury’s Allergy Luxe® Premium Bed Bug Barrier products are part of a fast-growing trend in home textiles called “Beneficial Bedding,” which refers to any home textile product that offers functional health and lifestyle benefits beyond comfortable sleeping.

London Luxury’s Allergy Luxe® Premium Bed Bug Barrier products exemplify the company’s industry-leading commitment to providing ground-breaking products designed to improve everyday lives.
“London Luxury is thrilled to introduce the world’s most innovative and high-quality bed bug barrier bedding,” said Marc Jason, CEO. “I am confident that our continuous investment in research and development will create products that enhance and improve the well-being of our customers and allow them to have comfortable, sound and healthy sleep.”

For more information please visit www.londonlux.com.