Caber Sure Fit launches new mattress, pillow protector line
Michael J. Knell -- Home Textiles Today, January 10, 2012
Markham, Ontario - Caber Sure Fit has ended its 10-year partnership with Protect-A-Bed and will embark on a new strategy at the Canadian Home Furnishings Market this weekend, when it will introduce its DreamSerene line of mattress and pillow encasements to retailers.
Expected to ship by spring, DreamSerene is the result of a C$1 million investment and research program, Caber said. It added that the line was created not only with the consumers' needs in mind, but with their input.
In addition to providing protection against wear and tear, allergens and bed bugs while promoting rest and rejuvenation, the new line will feature tiered product categories - labeled "value," "good," "better" and "best" - to provide the customer the benefits they are looking for.
The program will also provide training and resource materials, including a comprehensive product guide, to retailers.
"It has always been our goal to bring a mattress protection line to market that benefits both our vendor and consumer clientele," Bernard Weinstein, Caber Sure Fit's president and ceo, said in a statement. "This new DreamSerene line will give retailers the tools they need to enhance customer service and allow consumers to choose from a greater variety of products."
Weinstein said DreamSerene encasements have features including bed bug barriers that are 100% bite proof; allergy shields to guard against dust mites and other microscopic allergens; waterproofing; and antimicrobial protection that should kill 99.9% of those bacteria commonly found in beds.
The company also said the line has received Health Canada's Class 1 Medical Device classification. All DreamSerene products are machine washable and come with warranty protection.
"We have conducted extensive market research and enforced scrupulous testing to ensure that this new line of products exceeds everyone's expectations," says Weinstein. "These latest developments are an opportunity for us to put our stamp on mattress protection and further demonstrate that we're dedicated to enhancing their lives."
In an interview, Weinstein said the split from Protect-A-Bed was amicable and was the result of Caber's changing priorities after its acquisition of Sure Fit in early 2010. "We reached a stage where our vision changed and we want to do more than be a distributor," he said.
At market, Caber Sure Fit also will show a line of slip covers for upholstery, which the company said seem to be making a resurgence. In addition to a line of traditional covers for sofas, loveseats, recliners, dining chairs and other seats, Caber Sure Fit also is marketing a pet-friendly cover for most upholstery pieces.
"Our new tag line is ‘covering what matters,'" Weinstein said, adding that Caber wants to add functionality and color to the idea of protection.
"When it comes to protection, we want to be all things to all people," he said. "We are adding a new dimension to the slip cover and TCHFM will be our coming out party."
Weinstein said he expects the transition to the new brand to be seamless and doesn't anticipate any service disruptions to the company's existing retail network.
At market, which runs Jan. 14-17, the company is showing in space 5006 in Hall 5 of the International Centre.
Industry Related Content
Celebrity Branding at NY Home Fashions Market