Press Releases
May 22, 2004 - Middlesex, NJ
Pure Touch captures latex market
Since its debut over two years ago, the Pure Touch
brand has captured a considerable share of the latex
mattress market. It has established itself as a "stand-alone"
brand within the Therapedic brand pyramid, elevating
the average unit selling price at the retail outlets,
which carry the line.
"Pure Touch has been a phenomenon," said Michael Pino
of Therapedic. "It's defined a category, not only for
us, but for the industry," he said.
No mattress company has, until now, give latex bedding
as significant a position within their product line,
said Pino. "Pure Touch has been a ground-breaker in
terms of defining the latex market," he added.
Until Pure Touch, most mattress companies ignored
the premium latex category, he said. But the success
of Pure Touch, and other brands like it, has gotten
everyone's attention.
"The tide rises for everything on the retail floor
once Pure Touch is added to the mix," he added. "And
once a consumer is shown the comfort, and explained
the benefits of latex, it becomes a viable buying alternative
for many," he said.
Nothing compares to the luxury and durability of latex
bedding said Borreggine.
The Pure Touch line is currently undergoing a cosmetic
and structural update, explained Borreggine
"As we speak, Jeffrey Sherman, CEO of Therapedic Midwest,
and chairman of the Board of Directors of Therapedic,
is re-designing the line," said Borreggine.
"Jeffrey is one of the best merchants in the group.
He can design and cost a product better and faster than
anybody I have ever worked with," Borreggine said. "He
is making the Pure Touch line more competitive and more
comfortable than it has ever been in the past. It's
a beautiful thing when you take a good thing and make
it better. And, that's what Jeffrey is doing with Pure
Touch."
"When the line update is complete, Pure Touch will
be the envy of the latex mattress business," said Pino.
"Everybody's going to want a piece of the action,"
added Borreggine. "And, consumers are going to love
the 'feel'," he said.
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