Latex Continues To Show Signs of a Very Promising Future, and Englander has a Front Row Seat For The Projected Upward Ride - Article from Specialty Bed Magazine

Retail sales associates will be selling more and more latex, foam rubber mattresses in the years ahead. Every reliable source this reporter talks to says the same thing. Current estimates are that latex represents $78 million this past year, approximately 2.5 percent of all mattress sales in the US, up from .5 percent just a few years ago. However, every source we discuss latex sales with states that future anticipated sales may rise as high at seven or eight percent in a few years. Just run the math. Of the nearly $3.6 billion in mattress sales, 8 percent would mean $288 million in sales for latex bedding. For those currently in the latex foam rubber mattress business, this means possible 30 percent or even 50 percent sales growth a year for the next few years. Several sources cite that, in Europe, current latex bedding sales run as high as 24 percent with less expensive synthetic dominating the southern European market, and all-natural pure foam rubber dominating the northern European countries. In fact, one source reports that 80 percent of all ultra-premium and luxury beds are high-end latex beds.

Englander pioneered the resurgence of latex bedding sales in the US by launching a program in 1995. Since that time, many of the big-name, conventional mattress brands have featured latex bedding mostly from domestic manufacture, but also from imports from nations with rubber tree plantations. Such giants as Sealy, Spring Air, and King Koil — to mention a few — as well as second tier and specialty bedding players such as Nature’s Rest, Boyd Flotation, and ClassiC feature latex beds. Roger Jasperson, President of Englander, smiles and says, “We really started something in 1995 when we made mattresses from imported, all natural foam rubber. Apparently the idea has really taken off, and we are fortunate to be working with one of the top all natural rubber manufacturers in the world.” Dick Gurian, chairman of Natural Rubber USA, echoes Jasperson’s comments. “We started a trend when we sold our Sri Lankan foam rubber to Englander. While sales of conventional bedding have perhaps grown at a rate of four percent a year, latex sales have shot up over 200 percent in the past few years.” Both Jasperson and Gurian agree with others who project massive growth in this category in the years ahead. Gurian expects the US market to reach or exceed $300 million in total sales.

Gurian is very quick to point out that making beds with all natural foam rubber is an environmentally friendly process. “We want the bedding industry to know that natural rubber cores are an environmentally friendly business. Natural rubber does not create environmental problems.” In fact, Gurian notes that the waste from the factory is recycled back to the plantation as fertilizer.

But there is a whole lot more to all natural latex rubber mattresses than just the environmental story. Gurian stresses that Englander’s all natural rubber mattresses conform to the body. “They envelop your body and depending upon how hard or soft you want the mattress, latex completely surrounds and supports the sleeper.” Gurian stresses that all natural rubber can be manufactured at various hardnesses to meet the needs of customers in different parts of the world or even the US. “We can manufacture any number of hardnesses; and, based on customer research, we’ve developed specific hardnesses for the Englander line.”

Gurian believes that Englander’s latex core mattresses offer a true value for customers. “Compare the quality, resiliency and comfort offered by all natural latex mattresses to conventional mattresses, you’ll see the real value. Compare our mattresses to those with springs, cotton batting, felt, or synthetic foam. With our natural rubber cores you get longevity, comfort, support, comfort, and an environmentally friendly product as well.” Speaking of longevity, Gurian tells the story of the customer who recently contacted Englander to say that she had bought an Englander rubber mattress in the 1950’s, and she needed to replace it. The rubber core was still intact, but the ticking and border had frayed and torn and she now needed a new mattress. Gurian says they are not urging people to hold on to mattresses for decades, but all natural, pure quality rubber will last a long time.

Gurian tells another story about the Sri Lankan all natural latex used in Englander mattresses. There is a test laboratory in Germany that tests foam rubber, among other products. Apparently rubber technology is quite advanced in northern Europe. This lab assigns 25 points for each of four categories. They are hardness, resiliency, durability, and longevity after the equivalence of 30 years use. Using rolators and bounce machines, the rubber mattresses are assigned a rating. “No one,” says Gurian, “has ever gotten a 100; however, Englander’s all natural latex received a score of 96 out of 100 after being rolled on and pounded for the same as 30 years.”

Another thing that Gurian and Jasperson both want retailers and consumers alike to understand is the vast size of the all-natural foam rubber business. Englander licensees make their latex beds from rubber cores imported from the Richard Pieris Natural Foam factory in Sri Lanka. The factory is owned by Richard Pieris & Company, a conglomerate that farms a rubber tree plantation with 5.5 million rubber trees located on the hillsides of Sri Lanka. Gurian is not only involved with the Sri Lankan company, but he also is chairman of Natural Rubber USA, which imports millions of dollars worth of containers of six-inch and three-inch rubber cores for Englander. “When we put this deal together in 1995, we knew that Englander and its retail customers would never have to worry about a shortage of supplies,” says Gurian, “We have a plantation with 5.5 million rubber trees.”

Roger Jasperson is very positive about the future and welcomes all inquiries from retailers. “This all natural rubber mattress program is on the verge of taking off even bigger than it has been. We are an experienced supplier of all natural rubber mattresses. We are ready to supply anyone who wants to carry the Englander brand of latex mattresses. We have the long-time experience and a solid supply of product.”