DuPont DuraLife Brand Delivers Consumer- Demanded Comfort and Durability

Furniture World Magazine

Durability and comfort are the hallmarks of DuraLife(, the newest line of branded fiberfill products from DuPont, engineered for seating and mattress applications. Launched at the High Point Markets, in High Point, NC, the DuraLife™ brand name will be used on new innovative cushion technologies that meet stringent DuPont quality standards for shape retention, superior loft and support. Findings from a recent survey, commissioned by DuPont, place durability and comfort at the top of the list of attributes consumers consider most important when purchasing furniture and mattress products. In brief, the research clearly showed that consumers want furniture that stays new looking and looks good over the life of the purchase. DuraLife( fiberfill products were developed to meet consumer demands for durability and comfort. "The lasting look of comfort(" tag line for the DuraLife( brand was created to drive the message home to consumers. However, it is the technology inside the fiberfill that will deliver this promise of durability and comfort. Research Engineer Scott Quinn directs new product development for DuPont DuraLife. "These are exciting times," he says. "We’re exploring a host of new engineered fiber technologies, including the use of natural fiber alternatives and constructions, to produce a steady stream of products under the DuraLife( brand." DuraLife™ technology includes engineered, high-void-content, helical fibers which maximize bulk and fill power versus solid fibers of equal weight. Other DuraLife™ products include a line of patented, free-flowing cluster fibers that provide resilient comfort. DuPont is also perfecting a patented molded polyester fiber cluster system. Millions of 100 percent polyester clusters are molded together in a unique coiled configuration that maintains 85 to 95 percent of its height after years of use. A series of rigorous tests designed to replicate five years of residential use indicate back cushions filled with DuPont DuraLife( retain 15 percent more loft and 17 percent more bulk support than generic fiberfill. All DuraLife( fiberfill products resist matting, clumping and mildew, and, unlike natural fibers, are hypoallergenic and non-absorbent. "DuPont is exploring new avenues to bring high-quality products to market," says Karen Ellis-Brisbon, DuPont DuraLife( business and segment manager. "At DuPont, we recognize innovative solutions can be found in our R&D department, but we are also seeking consumer solutions by working closely with select furniture designers and manufacturers. If the materials inside seating cushions or mattress products go flat quickly, not even the most expensive fabric will make the furniture look better. The DuPont DuraLife( brand name will deliver the technology consumers are looking for to make their home furnishings look new for years to come." A comprehensive trade and consumer advertising campaign is planned to take the DuraLife™ brand and "the lasting look of comfort" positioning directly to the consumer. It will include print advertising, Internet activities, broadcast, and direct marketing. The DuraLife( brand name will be used on current and future technologies that address consumer needs for durability, style and comfort, extend the life of seating products and mattresses, and drive improvements in furniture and mattress manufacturing processes. DuPont is a science company, delivering science-based solutions that make a difference in people’s lives in food and nutrition; health care; apparel; home and construction; electronics; and transportation. Founded in 1802, the company operates in 70 countries and has 94,000 employees. DuraLife is a registered trademark of DuPont.