Carpenter Launches Celestial, Adds Value

Brent Felgner, March 23, 2009

Leading Carpenter's 60 product introductions during this month's market was a new proprietary fiber that the company calls Celestial. It promises an 18% higher loft than any other polyester fiber in the market.

It will appear across Carpenter's product assortment, including bed pillows, mattress pads, fiber beds and side sleepers.

"Our marketing umbrella is 'Sleep Better,' and these products have a high degree of efficacy grounded in science," said vp Dan Schecter. "So our marketing mantra for this market is: "Less stress through better rest."

Carpenter also introduced two new foams. Omalon holds 13 patents and comes with a guarantee that it will never go flat as long as the consumer's house is still standing. And, "Qual-Latex is like latex on steroids," Schecter said. It is more durable and doesn't contain the toxic chemicals used in latex, he noted. Schecter added that Carpenter is not down-specing any of its products, but instead is seeking to add value.

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