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Primaloft Introduces Opening Price Down Alternative

PrimaLoft has introduced Loftie as an opening price point tier in its full line of down alternative fill, followed by existing products such as PrimaLoft—The Luxury Down Alternative and PrimaLoft Elegance at the higher end of the spectrum.

Loftie is hypoallergenic and features easy care properties. It will be offered in basic bedding with a minimum of 230-count cotton shells and have a suggested retail of $19.99 on standard pillows and $69.99 on full comforters.

PrimaLoft — The Luxury Down Alternative features a microfiber construction that mimics the physical and thermal properties of down. It is as warm and soft as down, but is also proven to be water repellent and retain warmth when wet in laboratory tests. PrimaLoft Elegance is a patented blend of hypoallergenic microfibers considered the softest, easiest care, most comfortable luxury down alternative on the market, according to the company.

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