THE “PURECARE WELLNESS PACKAGE”
For over a decade, PureCare has been committed to changing the conversation about bedding.
By Gretchen Kast and Christopher Schriever
First launched in 2001 under the name “Fabrictech”, PureCare began as a fabric protection manufacturer under the leadership of long-time industry veteran Sam Chase. In 2003, Fabrictech developed Health and Wellness mattress and pillow protectors to help allergy sufferers from the damaging effects of allergens, dust mites, dander, mold and mildew that can collect in a mattress.
I
nitially, the Fabrictech’s products were sold exclusively through physicians and companies singularly focused on allergy
sufferers. But in 2005, the company broke out from solely catering to the physician industry and began offering its compelling products to a broader market through mat- tress and furniture retailers.
Fabrictech thrived worldwide by offering superior health-conscious top-of-bed prod- ucts at approachable price points. After 12 years of steady growth, the company made the bold decision to begin a two-year transi- tion from exclusively manufacturing protec- tion products to offering a full program of bedding accessories that promote health and wellness. In January of 2014, the transi- tion was complete and Fabrictech became “PureCare”. The official rebrand was just the beginning. As the company continues to grow, Pu-
reCare is committed to providing new so- lutions to the question: “How do we help the retailer have a conversation about well- ness?” With this as the driving force behind its new product development, PureCare has positioned itself on the cutting edge of in-
novation. In the past year, the company has introduced ground-breaking pillow and pro- tector collections that have resonated with consumers and throughout the industry. Every new PureCare introduction is the
result of years of comprehensive research and development. Under the direction of President and Chief Operating Officer Jeff Bergman, the company is always on the look-out for new materials, components and bedding trends—working directly with their manufacturing facilities
to discover
the best possible ways to utilize them. The conversation then turns to Sean Bergman, Chief Marketing Officer, who decides if and where these new ideas could fit within the PureCare brand portfolio, asking “how does this product help create a healthy sleep en- vironment?” From there, Bergman teams up with Sarah Budensiek, Director of Market- ing to discover new ways for the product to be marketed and with retailers to determine how it will be sold. This collaborative pro- cess results in unique products and out-of- the-box marketing that helps retailers truly stand out and increase their sales.
This research and development pro- cess has proven successful. Just as the company did for the pillow segment last year with the One Collection, PureCare is once again poised to revolutionize the way consumers think about top-of-bed with “Elements” sheets.
With this new collection, “three” appears to be the lucky number. The culmination of three years worth of research and devel- opment, “Elements” is made up of three distinct offerings, each of which has three unique aspects—feel, fit, and finish—that work together to provide an engaging story for a wide range of consumers.
Each sheet style boasts an attention- grabbing name, an innovative material and a specific wellness benefit—a combination that is sure to stand out on the retail floor. For most premium sheet sets, there are
two major selling points: superior “feel” and “fit”. The “feel” refers to how the hand of the sheet feels to the touch, while the “fit” refers to the way it lays on the mattress. PureCare took great lengths to ensure that “Elements” offers the advanced feel and fit that consum- ers expect from premium bedding. The col-
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