DuPont Sleep Products and Latex Foam Products Announce Strategic Alliance

Furniture World Magazine

The world's leading producers of premium fiberfill and premium latex foam products announced a synergistic alliance that will impact the bedding industry. Effective immediately, the alliance between DuPont Sleep Products (DSP) and Latex Foam Products (LFP) is a mutually beneficial agreement that aims to benefit retailers, manufacturers and consumers. "This alliance will expand the premium filling business, resulting in more choice for consumers and new sales opportunities for retailers and manufacturers," said Donna Kelloway, business manager, DuPont Sleep Products. "We offer strong marketing, merchandising and product development opportunities to Latex Foam Products, while LFP brings a new premium product segment to expand DuPont Sleep Products' current offerings." The partnership will provide the foundation for both companies to better serve the industry by enhancing existing practices and providing the integrated platform for new product development. The alliance will focus on product innovation, line expansion, increased merchandising and continued attention to technology, quality, comfort and consistency. DuPont Sleep Products and Latex Foam Products will reach out to retailers and manufacturers to support this mutually beneficial relationship. "Our aim is to provide a win-win solution for all involved, and develop new sales opportunities to benefit our retailers, manufacturers and consumers," said Peter DeMarco, president, Latex Foam Products Bedding Division. "In the upcoming months, both companies will work hand-and-hand with their retailers and manufacturers toward a common goal of increasing sales of quality fiberfill and latex foam pillows and mattress pads." Benefits to Retailers: The alliance provides the platform for both companies to focus on increased and collective merchandising efforts, product innovation and continued commitment to premium quality standards. The relationship will expand Latex Foam Products' existing lines and create new premium latex and fiberfill sleep products. The expansion of the DuPont branded sleep product line will result in larger, more collective merchandising efforts. In addition, qualifying Latex Foam pillows and mattress pads will be endorsed with DuPont's rigorous Comfortfill Quality Seal to provide consumers with the visual cue that emphasizes the high level of quality, comfort and consistency that DuPont Sleep Products represents both to the consumer and retailer. Benefits to Manufacturers: The DuPont Quality Seal will increase consumer awareness of Latex Foam Products by providing DuPont Sleep Products brand recognition to latex pillows and mattress pads. In addition, the relationship aims to spur the production of innovative products and improve merchandising and consumer awareness by introducing new packaging and retail support. Benefits to Consumers: Upcoming product innovations will allow consumers more choice in the premium latex offerings. The DuPont Quality Seal will assure consumers of latex pillows' quality, comfort and consistency. Comprehensive advertising, public relations and merchandising efforts will generate consumer awareness of expanded sleep product offerings from both companies. Next Steps: During the next six - 12 months, DuPont Sleep Products and Latex Foam Products will jointly develop new product concepts to market under the DuPont Quality Seal. During this time, both companies will concentrate on new merchandising concepts to accompany the new product innovations. This, in turn, will be supported by advertising and public relations efforts. DuPont Dacron® brands are used in such diverse global end-uses as apparel, home and transportation furnishings, sleep products and performance insulations and fabrics. Leading DuPont Dacron® brands include CoolMax® performance fabrics, Comforel® sleep products, Thermolite® insulations and fabrics, Micromattique™microfiber and Supriva™fashion fabrics. 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. Latex Foam Products, headquartered in Ansonia, CT, has been a leader in the design and manufacture of latex products for more than 25 years. The company is the world's largest producer of latex pillows. For more information call 1-800-LATEX-US or visit the web site at www.latexfoam.com.