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COVER STORY


impact at retail—but continues to work long after the consumer takes it home. After the success of its FRíO protectors, PureCare has since expanded the textile to pillows as well with its SUB-0° Cooling Pillow Line. “I think that retailers are looking for the demonstrative proof of products, especially in the bedding industry, and when they can’t have the immediate gratification that they get from technical textiles like FRíO cooling fi- bers, they want scientific evaluations to back up claims like those of Celliant performance fibers,” Sean Bergman offers. “Our technical textiles give RSAs the ability to say, ‘This isn’t snake oil. This is real science.’ This stuff works. It makes sense—and it’s sellable.” While the science behind these technical


textiles may be complex, the physical bene- fits they promote are easy to understand— and feel. More than simply offering a new high-tech feature, the power of these mate- rials is in their ability to convey a meaningful health and wellness story. As PureCare con- tinues to expand these technologies across all its product categories, it has developed creative point-of-sale materials that reflect those effects in more visual ways. “Over the years, we have learned how to tell these technical stories while remaining easily relatable,” Sarah Bergman notes. “One of the benefits of our products is that there is a deeper level to them—it isn’t just a mat- tress protector. We want to treat our cus- tomers with a little bit more care by telling them that bigger health and wellness story.” Today, PureCare is doing just that through its complete “bed collections.” Built around a specific wellness benefit, these compre- hensive programs feature a variety of pillow, sheet and protector options—all of which are powered by a technical textile. By delivering a wide range of products, comfort feels and constructions within each health and well- ness message, PureCare gives consumers the opportunity to build a complete sleep environment that is customized to them. “Performance is a want, but wellness is a need,” Sean Bergman explains. “And to-


14 Sleep Retailer / Winter 2018


day, PureCare offers the finest of both of those technologies.” These collections will take center stage


in PureCare’s newly renovated showroom at the Winter Las Vegas Market. With space to showcase the versatility of its product of- ferings, PureCare has teamed up with mat- tress manufacturer Spink & Edgar in their showroom with Knickerbocker bed company to showcase three collections—the Celliant Recovery Bed, FRíO Cooling Bed and Temp Neutral Comfort Bed—some on adjustable beds highlighting their compatibility with the fast growing category. In addition to showcas- ing the company’s exclusive Precision-Fit cor- ners and advanced construction features, this market presentation will give retailers an idea of how these collections can be merchandised on the retail floor. “The bedding collections bring our techni-


cal textile stories to light in an interactive and informative environment,” Sarah Bergman ex- plains. “We’re utilizing infographics, displays and signage to show how our technical tex- tiles are made and how they work. We’ve also dedicated space to our retail display so that our retailers have an idea of what PureCare could look like in their stores.” The collections are not the only new addi- tion to PureCare’s Las Vegas showroom. The company will also introduce its new “Retail Design Center” at the winter market. This new space offers a fully integrated and hands-on experience for retailers looking to mix-and- match PureCare’s offerings to create a cus- tomized product line-up for their stores. In addition to having all of PureCare’s products and product displays on hand, the Design Center will really serve as the “cut- ting room floor”—a space where retailers can sit down with members of the compa- ny’s sales and marketing teams and build out a full program from start to finish. “The design center gives us the space and tools to do what we do best: work hand- in-hand with our retailers to develop custom sleep essentials programs that will work for them,” Sarah Bergman continues.


Looking ahead to the future, PureCare re- mains dedicated to delivering a higher level of support to its retail partners—and that means continuing to fortify its own operational and manufacturing infrastructure. The company is currently in the process of relocating its headquarters to Phoenix, Arizona. In addition to housing all of PureCare’s executive offic- es, customer service and IT departments, this new facility will also include state-of-the-art networking systems and warehousing for the company’s e-commerce customers. Not only will this new facility better accom- modate PureCare’s current demands, it will also give the company ample amount of space to continue its upward trajectory. Measuring in at 120,000 square feet in size, this new loca- tion is a major upgrade from its current 20,000 square foot facility in Fairfield, New Jersey. “We grew out of our New Jersey location on the very first day we moved in,” Sean Bergman reveals. “So we decided this time that we were not going to outgrow the space on day one. This new facility gives us so much more ability to operate, and really just the room that we need to grow at the pace that we are.” That includes bringing some of its manu- facturing capabilities stateside as well. Beyond the offices and warehousing, the new head- quarters will also include 30,000 square feet of manufacturing space too. State-of-the-art, computerized pillow blowing machinery will provide PureCare with the ability to produce ball fiber, microfiber, Identically Down, shred- ded memory foam, latex foam and other kinds of shredded pillows on-site—a first for the company. With a starting capacity of 4,000 pil- lows a day, the new space will allow the com- pany to expand that up to 20,000. With a new headquarters, an increasingly strong sense of identity and creatively en- hanced product lines, PureCare is entering 2018 with a “sky’s the limit” mentality—and all the necessary tools to continually extend its wingspan. If the past five years are any indi- cation, PureCare has a bright future ahead. Visit purecare.com


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