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November 17, 2008 - The High Point furniture market
and has come and gone and
General Manager Jim Wall and the
team from
I Care LLC, a separate
business unit of
Hickory Springs Manufacturing
offered retailers quite an
impressive presentation of latex
and memory foam mattresses and
pillows under the newly launched
brand: Earthcare. The quality of
look, presentation and the feel
of the new Earthcare line was
excellent and the value was
apparent to mattress/bedding
veterans. Earthcare’s presence
at the High Point market, and
the subsequent coverage in
market related industry
magazines surely called
attention to the new brand line
up and generated retailer
interest. Now; however, over a
month has passed and BEDROOM
Magazine feels it is important
to direct retailer’s attention
to the new Earthcare line
offered by I Care Sleep, LLC.
 Specialty Sleep Brand
Strategy
In mid October I Care Sleep, LLC
announced a duo brand strategy
for the company’s two product
lines. The company was
determined to position the I
Care Sleep business unit with
its Earthcare brand line as a
“Specialty Bedding Manufacturer
“effectively competing in the
latex and memory foam categories
To do so, the company identified
brand strategies for its both of
its state-of-the-art product
lines: Earthcare – which is sold
directly to furniture and
bedding retailers – and its
private label line for other
manufacturers, sold to licensors
under the umbrella name “i-care.”
Earthcare is a collection of
mattresses, mattress toppers and
pillows launched earlier in
2008. The Earthcare product line
relies heavily on natural latex
and Preserve™ by Hickory
Springs, a bio-based foam, as
core components. “We have worked
hard to be responsive to public
concerns about health and
ecology,” says Wall. “At this
stage, our aim is to do as much
as we can to leave a delicate
environmental footprint while
capturing market share in a
growing category.”
An exclusive line of Earthcare
products for Klaussner Home
Furnishings is sold through
their retail stores.
The i·care brand utilizes memory
foam as a key component and is
currently sold as i·care Elite
by Therapedic in three mattress
styles. Gerry Borreggine,
Therapedic president and CEO,
played an instrumental role in
development of the new
mattresses before launching the
line in his company’s showroom
at this summer’s Las Vegas
Market. “i-care Elite was
especially well received by our
group because it has a very
visual selling story which can
be easily transferred at point
of sale,” says Borreggine. “In
addition, it has a high-tech
story to tell with improved
support and inner construction.”
All Earthcare and i·care
products are designed with a
focus on multiple comfort
features and other benefits,
including some that require
proprietary technology. “We want
to make good on our brand
promise to ‘make your bed a
sanctuary,’” adds Wall. “At the
end of the day, that is
literally what it has to be
about.”
Within each brand, a diverse
collection of premium pillows
and mattress toppers are
marketed for add-on sales at
retail, priced from $35 to $300.
Retail prices points range from
$1,299 to $2,199 for mattress
sets.
I Care Sleep, LLC is a member of
the Specialty Sleep Association
(SSA) and exhibits at the High
Point and Las Vegas Furniture
Markets.
I Care Sleep, LLC Featured
Earthcare 14-inch Pillowtop
Mattress at High point Market
Line Extension Features
Bamboo, Latex, Memory Foam
Pillows
I Care Sleep, LLC recently
showcased its new Grandeur
14-inch pillow top mattress in
the specialty mattress company’s
Earthcare line, at the fall
market here, Oct. 20-24.
Emphasizing its message to
consumers to “Make Your Bed a
Sanctuary,” the company has
given its newest luxurious
mattress extra comfort with two
additional inches of Preserve™
memory foam cushioning.
The Earthcare Grandeur mattress
also features a zippered bamboo
cover that can be removed for
easy cleaning. “We know
consumers care about health and
environmental issues,” says Jim
Wall, general manager. “We want
to grow our market share of this
important category and do as
much as we can to address their
concerns.”
The solid wood foundation
supporting all that comfort is
handcrafted by North Carolina
craftsmen.
The Grandeur, available in Twin,
Twin XL, Full, Queen and King
sizes, featured along with three
additional Earthcare mattresses
as well two styles from the i-care
line.
ABOUT EARTHCARE
Earthcare is a collection of
mattresses, mattress toppers and
pillows launched by I Care
Sleep, LLC, the makers of i·care
sleep products, in 2008. The
Earthcare product line,
manufactured to leave a delicate
environmental footprint, relies
heavily on natural latex and
Preserve™ by Hickory Springs, a
bio-based foam, as core
components.
Retail prices points range from
$1,299 to $2,199 for mattress
sets.
A diverse collection of premium
pillows and mattress toppers are
marketed for add-on sales at
retail, priced from $35 to $300.
All Earthcare and i·care
products are designed with a
focus on multiple comfort
features and other benefits,
including some which require
proprietary technology.
Retailers seeking to carry
the new line or to receive more
information should contact Jim
Wall, I Care Sleep, LLC, (336)
885-7506,
jawall@hickorysprings.com
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