Foamex building brand portfolio
By David Perry -- Furniture Today, March 22, 2004
CORNELIUS, N.C. — CORNELIUS, N.C. — Foamex is building a branded portfolio of foams for bedding producers, supported with a variety of marketing materials for both producers and retailers.
Here's a look at three of its key bedding foam brands:
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SENSUS. This is Foamex's fastest-growing bedding foam. A high-density, visco-elastic foam, it conforms to the body's shape, providing comfort and a restful sleep, with minimal tossing and turning, according to Foamex.
Bedding producers can use Sensus by itself or with other foams to gain an advantage over competitors' foams, Foamex officials said.
Manufacturer benefits of Sensus include consistent quality, enhanced performance and higher profitability and margins, according to Foamex.
Sensus, introduced in 2002, has almost quadrupled its sales in the last year, and that strong growth is expected to continue. -
QUILTFLEX. This is what Foamex describes as "a luxurious, extremely low-density foam that conventional foaming processes cannot produce." It can be used by bedding producers to replace fiberfill in the top layer of a mattress, and helps to resolve matting and bunching issues that can decrease comfort. And it does not clog quilting machines, Foamex said.
Among the consumer benefits: it prevents body impressions, retains the height of the quilt, and reduces tossing and turning, according to Foamex.
Sales of Quiltflex, introduced in 2000, increased more than 100% in the last year. -
RESILITEX. This is a highly engineered foam designed to outperform latex in resilience and feel, without the associated allergens and odor, said Foamex officials. Like Sensus, it can be used by itself or in combination with other foams.
Resilitex, which has more than doubled its placements with manufacturers in the last year, was introduced in 2002.
Consumer benefits include no allergens, no odor and better pressure dissipation than latex, according to Foamex.
Each of these brands is produced by Foamex's proprietary, patented Variable Pressure Foaming process, which the company says enhances comfort and durability.
