Natural luxury–Latex mattresses multiply at market

By Jane Kitchen and Barbara Nelles

OMI's Walt Bader with a new bed in the Certified Organic Mattress collection.
OMI’s Walt Bader with a new bed in the Certified Organic Mattress collection

The luxury niche comprised of beds that use 100% natural latex and a range of  “green” certifications from third parties continues to grow, with several lines launching at the Las Vegas Market Jan. 26-30.

Organic Mattresses Inc. doubled its lineup of third-party certified organic mattress offerings with nine new SKUs in its new Certified Organic Mattress Collection. Featuring a certified organic Dunlop latex core and aesthetic updates to differentiate the GOTS-certified collection, the beds retail from $1,795 to $10,000. A certified-green yarn weaved through the mattresses ticking in a vine pattern provided visual interest, along with bold, new point-of-purchase displays with lifestyle images.

Pure LatexBLISS model from the All Natural collection
Pure LatexBLISS model from the All Natural collection

In a move to capture more market share in the “casual organic” space, Pure LatexBLISS launched the All Natural collection, featuring three mattresses and two pillow offerings. Offered in 8-inch, 10-inch and 12-inch profiles, the line includes an all-natural Oeko-Tex-certified pressure relief layer nestled atop a 6-inch, all-natural Talalay latex support core, as well as a GOTS-certified organic cotton stretch fabric cover. The bed retails from $3,000 to $5,000.

President Kurt Ling said the line is aimed at a fast-growing “casually organic” or “sometimes-natural” customer. “This group is concerned with their family’s well-being and is taking steps, one at a time, to make their family healthier,” he added.

New Savvy Rest slatted wood foundation, topper and pillow
New Savvy Rest slatted wood foundation, topper and pillow

Natural and organic producer Savvy Rest launched several new products, including a new slatted, reclaimed wood platform foundation made from white oak and finished with linseed oil. With an $899 retail, Director of Business Development John Howard-Smith said the price is similar to a traditional foundation.

Savvy Rest also showed a certified organic kapok-filled pillow with a retail of $99, as well as a new bed topper and pillow made from organic knit cotton and printed with the Savvy Rest logo, all made with GOTS-certified Vita Talalay natural latex.

Natura launched three new beds in NaturaPedic.
Natura launched three new beds in NaturaPedic.

The Natura brand from mattress maker Rev added three beds to NaturaPedic, which uses a latex core combined with wool and memory foam. The Beauty, Miracle and Sunburst are supported with natural-themed POP for in-store displays, and retail from $1,599 to $2,499.

First-time exhibitor, the Ergovea collection from Eco Bedroom Solutions, based in Los Angeles, is a company founded by Brandy Alvis in partnership with mattress industry sales veteran Andy Freedman. The U.S.-made product line ships roll-packed to brick and mortar stores, the company’s primary sales target.

Brandy Alvis and Andy Freedman with the new Ergovea collection from Eco Bedroom Solutions
Brandy Alvis and Andy Freedman with the new Ergovea collection from Eco Bedroom Solutions

Beds are described as “chemical-free and artisan-made from certified-organic components.” The core is 100% natural Dunlop latex foam rubber purchased from a 90-year-old Sri Lankan rubber plantation, which produces only 100% natural rubber. Covers are knit from 100% organic cotton yarns.

“They own their own plantations, harvest the sap and produce and cure only 100% natural rubber,” Alvis says. “Their product is extremely consistent.”

The beds do not have FR barriers of wool that can obstruct the feel of the latex, Alvis explained. Instead, Ergovea uses a jersey-knit FR sock made from silica-impregnated rayon thread. Four mattresses retail from $2,998 to $3,498. The Ergovea collection includes an organic wool-fill topper and two latex toppers retailing for $598 and $698.