Carpenter Launches Celestial, Adds Value
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.
"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.