Among the national brands selling latex mattresses, Englander can certainly make a strong claim for having been the pioneer marketing force of foam rubber bedding. In fact the company still has old advertisements from the 1950’s which clearly show beds manufactured with a layer of channeled foam rubber. One advertisement has a headline which reads, “Sleep as you’d sleep at the Waldorf-Astoria –Englander’s Foam Latex Hotel Sleep Set” The price featured in the ad is $119.50 for both the mattress and the box spring.

Times have certainly changed since then; however, just as Englander was a leader then so too, the well-known brand name company remains a leader in offering a distinct and high performance series of products now. Englander, which was founded by Max Englander in 1894 in New York has gone through many changes and advances over the years, and today the company offers a full range of products to meet the needs of a broad spectrum of consumers.

Perhaps the best known product brand name is the Lady Englander™ line of luxurious sleep systems. This line is known as the mainstay line supported by Englander’s Redline® foundation, and is touted by Englander as “the industry’s best for over 50 years.”

The Tension Ease® line is Englander’s version of an independently encased coil system mattress with a zoned sleep design created to provide additional back support. This system was designed for consumers who are specifically looking for additional support.

In 1993 Englander introduced the company’s 21st Century® Sleep System, which was designed to offer the ultimate in luxurious sleep for the most demanding consumers. Company officials note that this system was over 100 years in the making and based on Englander’s unique experience in the marketplace. With the patented Adjusta-comfort design, each sleeping partner can choose his/her level of comfort.

Then there is the bedding line, which rightfully belongs as the center of focus for those interested in all natural latex rubber bedding. In 1995 Englander introduced its acclaimed Nature’s Finest® Sleep Systems with 100% Natural rubber. This line was introduced in the mid-1990’s to offer consumers the ultimate in sleeping comfort based on natural products including Englander’s exclusive all-natural Laytex rubber, wool, silk and cashmere.

Top marketing executives at Englander know in their hearts that they have something different and unique to offer retailers and their customers. Robert W. Ashburn, Vice President of Sales for Englander and the Southern Cross® Division of Spears Mattress out of Rome, Georgia is enthusiastic and bullish about Englander 100% all natural Laytex mattresses. “We see our 100% rubber as an analogy to ‘pure gold’”, says Ashburn. “Our mattresses really do have a softer ride. You can immediately feel the difference from mattresses made with synthetic latex.” When asked by BEDROOM Magazine if there is any truth to the claim by competitors that all-natural latex rubber crumbles over time, Ashburn and Englander Senior Vice President David Clarke address the issue head on. It is all in the manufacturing process. The all-natural latex has to be poured within two weeks of the time the rubber is drawn from the trees. There has to be very tight quality control to achieve the superior quality results demanded by Englander.

Clarke and Ashburn note that latex rubber trees can only be grown in plantations 10 degrees North or South of the Equator. Clarke notes that Englander has a unique relationship with a source providing rubber from 5.5 million trees in Sri Lanka. Englander buys all-natural latex cores that have been poured out of the trees and into the mould within two weeks. Englander’s relationship with the source is good not only from the perspective of supply and quality control, but it guarantees a certain level of consistency and stability for Englander’s customers.

One can tell that the Natural Laytex® line offered through the Nature’s Finest line is a source of pride and success for Englander sales people. This gives Englander’s retail customer a superior line with an unparalleled feeling of luxury. Ashburn summarizes a couple of key selling points, “These products conform like no other to the customer’s body. You can actually feel the mattress pushing back, naturally supporting every curve in your body. Truth is the longer you rest on the mattress, the better the feel and the greater the sense of luxury. This is a must for retailers who want to offer supreme all-natural luxury at a good price.”

There are any number of other powerful claims a retailer can make when selling Englander’s Laytex mattresses. One is less tossing and turning. All-natural latex reduces pressure points up to 90% by conforming to the human body, and instantly adjusting to the body’s every move. This promotes healthy capillary blood flow. The results for consumers: less muscle aches and less tossing and turning…creating a natural, healthy sleep.

Another attribute is the breathability of the mattress. Proper airflow is important to a restful night’s sleep. In a Laytex mattress, air circulates through the pincore holes and open bubbles to create a mattress that is cooler in the summer and warmer in the winter. This serves as a natural heat/cold mechanism that creates greater comfort for the consumer. Englander executives truly believe that no other material breathes like the Englander Latex mattress.

Englander also sells their mattresses as a health product. Ideal for allergy sufferers, rubber is inherently anti-microbial, hypo-allergenic and dust mite resistant. The material simply will not support mold, mildew or bacteria. Studies have shown, according to Englander, that their rubber is 300% more resistant to dust mites than other mattresses.

Finally there is the issue of durability. The Englander team asks the question, “Why is our mattress so durable?” They say the answer is simple: because it is natural rubber, not a synthetic blend. They have control over the source and the process. They produce a quality product, and they stand by it. Englander’s Latex mattresses are built to last, retaining their combination of comfort and support for a lifetime. They even challenge a retailer or consumer: “To demonstrate our quality, please lift the edge of our mattress to feel its weight, It’s up to four times the weight of the synthetic blends, which are used in most traditional mattresses. More weight means longer life. It’s that simple.”

With over 100 years of business experience behind them, and with a truly unique all-natural product, it is no wonder that the new Englander team is moving forward with unprecedented interest from retailers in their Nature’s Finest Sleep System line.