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Purecare’s new sleep essentials aim to take retail off snooze

Purecare’s new sleep essentials aim to take retail off snooze

Purecare is waking up the sleep essentials category with new sheet, protector and pillow options priced aggressively and made with the quality and expertise in technical textiles that has propelled this wellness-focused bedding brand. These will debut at the Las Vegas Market in C-1595.

“These new products focus on strategic price points that allow our retailers to round out their consumer-centric merchandise mix from Purecare,” says Sarah Bergman, chief marketing officer and senior vice president of product development. “A well-rounded sleep essentials program is a key traffic driver with healthy margins, which is exactly what retailers are searching for in the current retail climate.”

Filling a key price point in its Elements sheet collection is Purecare’s new Weightless Cotton sheet sets with retails starting at $150 in queen. A luxurious, barely there sateen weave of 100% long-staple cotton, paired with Purecare’s premium Precision-Fit elastic cuff and corners, is designed to fit mattresses up to 18 inches deep.

For a cooler and hygienic sleep environment, Purecare is going back to its roots with the debut of two new mattress protectors clinically proven to protect against moisture, allergens, dust mites, mold and mildew.

The Cooling Quilted five-sided mattress protector offers retailers a step-up to Purecare’s best-selling FRíO cooling protector by adding a quilted top for visual interest and enhanced hand feel, as well as a Precision-Fit 1-inch elastic cuff and fitted corners for upgraded versatility on adjustable bases.

Purecare’s FRíO cooling fibers are clinically proven to channel heat away from the body five times faster than traditional polyester options. Blended with cool-touch, moisture-wicking breathability of Tencel fibers, the fresh, cooling properties of this new protector come with a fade-free promise that lasts the lifetime of the products. Retail price starts at $225.

The Bamboo five-sided mattress protector introduction offers a layer of quiet comfort with the ultra-softness and renowned durability of bamboo rayon. The moisture-wicking properties of bamboo rayon give it 100% breathability that will not wash out over time. Retail price starts at $140.

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Ideal for sleep comfort and consumers’ pocketbooks, Purecare is introducing its first-ever adjustable loft shredded foam pillow with the launch of its new Cooling Crescent pillow. Ideal for side and back sleepers, the pillow’s phase-change properties help absorb and transfer heat while the quick-contouring shredded foam fill can be removed as needed to ensure that the ergonomic crescent shape provides ideal support for all sleepers.

Customers can store their extra fill in a convenient travel bag (included in the pillow purchase) that doubles as a travel pillow for on-the-go comfort. Fitted Tencel pillowcases are available as a separate add-on for enhanced comfort over the ultra-cool cover. The queen pillow is priced for retail at $100 with the fitted pillowcase starting at $30.

As with most Purecare premium products, these new offerings feature antimicrobial silver protection treatment to inhibit bacteria, mold and mildew that cause deterioration, stains and odors.

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