OMI’s New Naturals by OMI Collection Offers More Options for Natural Sleep Seekers


and organic products in North America continues to rapidly grow, it is a real op- portunity for independent bedding retailers to set themselves apart from standardized, big-chain mattress retailers, take advan- tage of premium consumers who are ac- customed to paying for healthier consumer products and provide selection for con- sumers who are looking to reduce chemi- cals in their lives.” This new collection is comprised of nine


“We have created this collection to allow retailers to cater to individuals who prefer an inherently healthy and natural petrochemical-free product.”


By Brooke S. Pisarsky Aiming to meet the needs of consumers looking for natural products that help them to reduce chemicals in their home, Organic Mattresses, Inc. (OMI) is introducing a new collection of natural beds, Naturals by OMI, at this Winter Las Vegas Market. Using consum- er insights garnered from a variety of research studies, the company designed the nine-SKU line to meet the needs of this fastest-growing segment of the healthy-lifestyle market. “Naturals by OMI is a direct-response solution to the research found in a seg- mentation study, indentifying buyer seg- ment size and purchasing characteristics,” explains OMI Chief Executive Officer Kurt Ling. “With this study, we have found great research to support what OMI stands by and implements through our OrganicPedic and Naturals collections. As the number of customers looking for and buying natural


20 BEDROOM / Winter 2015


mattresses: the Bellezza, Affinity, Splen- dore, and Radiance; Freze, Damaris and Mila pillow tops and the Arria and Tahlia quilted pillow tops. Each bed is construct- ed using the highest-quality components, including high-density, all-natural, non- blended, petroleum-free latex; an indus- try-first high-texture, high-gram-weight, three-layer, four-way stretch, knitted or- ganic cotton cover and an innovative su- per-stretch silica FR barrier specifically de- signed for latex mattresses. The Arria and Tahlia feature organic wool in their quilting for natural temperature regulation. Hand- crafted in the United States using Oeko- Tex-certified latex and fabric, the Green- guard-certified Naturals by OMI collection is packaged in UPS-size cartons, making it easier for retailers to deliver and store in their warehouses than traditional bulky and heavy latex mattresses. Retail pricing ranges from $2,500–$5,300 in queen and features a 20-year warranty. This new line-up is supported by new point- of-purchase as well as new messaging sim- plifying the selling of organic and natural mattresses into just two concepts: the air we breathe in all night long, and what our skin absorbs as we sleep. “With almost 37 per- cent of consumers buying natural or organic products across many different categories in their home,” says Ling, “we have created this collection to allow retailers to cater to individuals who prefer an inherently healthy and natural petrochemical-free product.” Visit omimattress.com.


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