Press Releases
May 17, 2004 - Middlesex, NJ
MemoryTouch brings "line" approach to specialty category
Within the specialty sleep category, Therapedic Sleep
Products has designed a visco line of bedding products
under the brand name of MemoryTouch.
"MemoryTouch has been designed for the retailer who
wants to aggressively pursue the specialty sleep business
with a visco product," he said. The line will be a four-model
collection, said Gerry Borreggine of Therapedic.
"There is an extraordinary amount of business being
done in the specialty sleep category," added Michael
Pino of Therapedic. "We developed a product, which will
allow retailers to communicate to consumers that they
are definitively in this specialty business with the
MemoryTouch line," he said.
The four model line-up features a standard model with
a zipped cover, a step-up model with a cotton cover
and channel quilt, a higher-profile model with a tack-and-jump
quilt, and a top-of-the-line model featuring a three-inch
visco topper in the upholstery over the core visco unit.
The line was designed by Stuart Carlitz, president
of Therapedic of New Jersey. Carlitz authored the specifications
and has already place the product with key accounts
such as, Hechts, Strawbridges, and 40 Winks Bedroom
Boutiques.
"The visco product has been a big success for us,"
said Carlitz. "Now that we have branded the product
with the MemoryTouch label we expect it to grow further."
"We have had an overwhelming response to both the
feel and look of the beds," Carlitz said.
All the point-of-purchase material will highlight
the exclusive features of visco elastic and the positioning
of the MemoryTouch brand.
"MemoryTouch is intended to be a branded product,
which will flank both our core products, such as Innergy,
and our proprietary latex brand, PureTouch," said Borreggine.
"MemoryTouch offers consumers a high-tech alternative
to our natural latex product, PureTouch. Together, the
two lines make a dynamic one - two punch at retail,"
he said.
Borreggine explained that Therapedic is building what
he called a "brand pyramid" for their dealers.
"As retailers look to complete their product assortments,
they look to manufacturers for stories to present to
consumers," said Borreggine. "Therapedic is able to
present integrated products, within our collection of
brands that make it easy for retailers to communicate
the positioning of our brand, and ultimately, present
our products to consumers."
"The Therapedic brand pyramid is becoming more defined,
and more attractive to retailers with the addition of
MemoryTouch," he said.
A major national retail account has already committed
to adding MemoryTouch to their floors, according the
Borreggine.
"That placement has already added value to this product
in the eyes of many retailers," he said.
Many manufacturers become item merchandisers when
it comes to specialty sleep products, said Borreggine.
But Therapedic is different, he said.
"We have merchandised a full line of visco for the
retailer who wants to have a statement on his floor
in this category. We have a product line, not just a
product entry, which will allow the retailer to make
a bold statement with MemoryTouch, while giving him
a considerable opportunity to increase his profitability
as he works a consumer up the MemoryTouch line," said
Borreggine.
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