Sleep Innovations adds new pillows to Novaform

Sleep Innovations Inc. has augmented its sleep comfort product lineup with the addition of two new sleep pillows to be marketed under its Novaform brand umbrella.

Novaform Classics, which feature an outer layer of down over a visco-elastic foam core, are moderately priced, with a suggested retail starting at $29.99. The cover is 100 percent combed cotton woven sateen stripe jacquard. The pillows are available in standard, queen and king sleep pillows and specialty shapes, including a body pillow, u-neck, neck roll and travel pillows.

Novaform Basics has a suggested retail price starting at $19.99. The Basics collection features standard, queen and king sleep pillows and specialty shapes, including a body pillow, u-neck and travel pillows. Under the Novaform Basics brand a full line of visco-elastic mattress pads will also be offered.

The Novaform Naturals line will continue to represent the highest tier of the Novaform line. Price points for that category range from $79.99 for a standard pillow.

"By offering variety in the line, we're able to hit a number of price points, from the high to the low end," said Fred Natrin, vp of marketing.

The new lines are expected to be in full-scale production by mid-year.

"People are beginning to understand the concept behind the Novaform line," said Dave Stewart, executive vp. "We have commodity, polyester and down assortments available, and if retailers want to expand their offerings to the consumer, they can do it very easily."

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