Latex International, a supplier of Talalay latex headquartered in Shelton, Conn., has announced the launch of its Dunlopillo brand in the United States. Huntingdon, U.K.-based Dunlopillo is a producer of Dunlop-process latex, invented in 1929. Latex International acquired the company in 2008.
“Latex International has always been synonymous with Talalay latex, but we believe becoming a house of multiple brands is an important step for our company,” said Dave Fisher, Latex International president and chief executive officer. “Introducing Dunlopillo as an ingredient brand demonstrates our commitment to being leaders in latex and our goal to ‘un-commoditize’ the category. Our brands will help manufacturers bring distinctive products to market, and that’s what retailers are looking for. Our future and their success are based on creating a variety of quality products that stand out on the showroom floor.”
Latex International will offer manufacturers a mattress label program—“Dunlopillo Latex Inside” and “Talalay Latex Inside”—to help promote latex components.
The labels will “serve as a reference point for retail sales associates working to educate consumers on the benefits of sleeping on latex,” a news release said.
“When shopping for a computer, we look for the sticker that says ‘Intel Inside,’ and with clothing it could be Lycra or Gore-Tex that we want,” Fisher said. “We’ve learned that it’s what’s inside the finished product that counts. We want to create that same ‘ingredient’ brand recognition in the bedding space. We know that whether its Talalay or Dunlopillo, it’s the latex inside a mattress that matters, and this labeling is a simple way to elevate our branding while educating both RSAs and consumers.”