COVER STORY
Today, more than 80% of US households are already buying organic products for their homes and families—and nearly six in ten consumers are opting for organic options over conventional products when given a choice.
a-bed options), the line ranges from plush to extra-firm with latex and innerspring designs, as well as latex and innerspring combina- tions. For consumers looking for a more plush mattress feel, OrganicPedic Earth is made from softer latex cores and unique instruc- tions that are designed specifically to deliv- er ultra-plush to firm comfort. Both lines are certified organic to either the Global Organic Latex Standard (GOLS) and Global Organic Textile Standard (GOTS) certification. “With- in these two deep collections, we offer fully customizable capabilities, including varying height sizes and a wide variety of price points, fabrics and comfort levels,” Bader explains. “These collections demonstrate well OMI’s significant manufacturing skill and commit- ment to certified organic luxury for home, boat, RV, planes and even corner cut-outs for four-poster beds.” Every OMI mattress is handmade from pre- mium certified organic raw materials that are not only luxurious and functional—but easy to understand at the retail level. The company’s beds are built from a short “ingredient list” that, for the most part, includes just certified organic latex, cotton and wool. Like with other consumer goods, this simplicity can be a real selling point for customers looking for greater transparency in their products. Of course, mattresses are not sold on materials alone—even certified organic
10 Sleep Retailer / Spring 2018
ones. Though purity may be a main concern for some consumers, all customers are looking for something that will help them achieve a better night sleep—the fact that the mattress is envi- ronmentally-friendly is a bonus. “While certified organic purity is who we are and what we believe in, it isn’t always the purchase-decision driver for consumers and retailers,” Bader explains. “Often, luxurious comfort, customizability, quality and durability is why consumers choose OMI over other or- ganic or conventional brands.”
In order to ensure the highest level of com- fort, the company has taken care to equip its mattress portfolio with an array of personal- ization options. Beyond offering a wide range of dual comfort levels across the different collections, OMI also provides multiple cus- tomizable mattress models made with inter- changeable comfort and support layers that make comfort fitting a breeze for the retailer. Both the OrganicPedic 81 and Duo mattress- es feature unique “sleep zones” tailored to each sleeper and can be adjusted over time by merely changing out a layer. “When a standard comfort level isn’t exactly right, having the ability to custom fit a mattress is of tremendous value and that frequently sets us apart,” Bader says. “To do this right, there was a wide range of latex formulas and sleep surfaces that had to be custom engineered for OMI over a period of many years. These feels and unique surfaces are kept on hand by our retail partners, for use in custom fitting mat- tresses to sleepers who desire or require the fine tuning of their mattress.”
In addition to its premium mattress op-
tions, OMI also offers a full suite of certified organic sheets, pillows, comforters, blankets and mattress and pillow protection. In addi- tion to helping consumers create their own complete sleep system, these products also provide retailers with an ideal opportunity to introduce new customers to the organic cate- gory. “Organic bedding buyers are frequently ‘aspiring mattress buyers’ who are consider- ing organic mattresses for a future purchase and wish to start creating their organic ‘nest’ now,” Bader explains. “From a business per-
spective, OMI’s accessory-add-on sales are significantly higher than industry averages. This is true because organic customers are not inclined to dress their organic mattresses with conventional, synthetic bedding.” Once thought to be an exclusively luxu-
ry product, OMI has been working to make organic sleep products more accessible to all consumers—without sacrificing its quality standards. In 2017, the company introduced its entry-level REST Collection with five mat- tresses that start at a $1,995 retail price point. Combining pocket-coil technology with GOTS-certified organic cotton and wool and GOLS-certified natural latex, the REST line delivers an exceptionally comfortable certi- fied organic offering at a more approachable price point than ever before. The collection includes three mattress models—the Stella, the Rossa and the Clara Nouveau. All of the mattresses utilize a pocket coil system en- cased in a renewable, plant-derived cotton envelope and a top layer of certified organic latex that again allows for a variety of cus- tomized comfort levels. Made with a tradition- al tape-edge construction, the Stella delivers the supportive feel of springs while minimiz- ing motion transfer—along with the option of sculpting the latex comfort layers to provide pressure point relief and promote cooler sleep. In addition to the pocket coil system and latex surface layer, the Rossa also fea- tures a split configuration option with a zip- pered cover that makes it easy for consumers to manually adjust each side of the mattress individually. The Rossa was OMI’s first foray into online-friendly mattresses, as it can be drop-shipped directly to the customer’s door in three boxes. OMI recently took this approach a step fur- ther with the introduction of The Metta Bed at the Winter Las Vegas Market—its answer to the in-store and online bed-in-a-box move- ment. With a growing number of allegedly “or- ganic” and “natural” boxed bed options crop- ping up, OMI realized it had something these other brands could not offer: a trusted name with many years of quality and transparency. Manufactured alongside all of the company’s
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