The newest addition to the Therapedic International merchandise line-up, GelTouch, was previewed at the group meeting held at the Ritz-Carlton Beach Hotel and Spa in this resort town located in Southwest Florida.
The three-model line was enthusiastically received by everyone in attendance.
The new GelTouch line will have its official world debut at the High Point Market this October in North Carolina.
The line was designed by Chris Sanders of Therapedic-Idaho and group president, Gerry Borreggine.
“Gel is the hottest category in the bedding industry today, so we had to work fast to bring this product to market,” said Borreggine. “And, we did, with a bang,” he added.
The gel being used in this new line is the second generation of the gelfoam on the market today. The gel used in the market leader’s product has bits or flecks of gel suspended in the foam. The Theragel used in the new GelTouch is actually swirled into the foam compound, giving the product better adherence to the foam, with greater gel coverage, and greater cooling and comfort benefits, said Borreggine.
This new gel product is coming to the group from Future Foam. Therapedic is the priority customer for this new technology, according to Jim Mulvey, sales manager for Future Foam. The gelfoam used in GelTouch is the latest and most advanced version of any gelfoam on the market, according to Mulvey.
The sewn covers are coming from DesleeClama. They are being fabricated by A. Lava and Son. The GelTouch cover is unique in that it is woven with both linen and spandex, to give it a soft hand and a very flexible response. It has a subtle “shadow” GelTouch logo woven into the fabric.
“It’s a good look,” said Borreggine, “everyone who has seen it has really liked its aesthetics.”
The border is a blue upholstery quality fabric. It is not quilted on the foundation, so new it needs to be GelTouch Model laminated to FR material in order to pass 1633 in the US.
The GelTouch beds will sleep cooler than any other gel or visco product on the market, said Borreggine. The cooling story is enhanced by the addition of the DynaFlow air circulation pad that is laminated in between the layers of gel and foam.
“DynaFlow is anotherstory for the retailer to talk about at the point-of-sale,” said Borreggine. Our selling story is: “GelTouch will keep you cool from
dusk to dawn.”
One of the keys to the success of the market leader’s program is the point-of-purchase that accompanies the product, said Borreggine.
“Therapedic will have a POP package of three large, vinyl banners, pull-up posters, and a silk hanging mobile as part of the program. The entire package will cost under $1,000.00 and will be made available in various combinations,” said Borreggine.
The opening price point is projected to be $1,199.95 and going up to $1,999.95. But, some factories may be able to come in at $999 on the opening number, according to Borreggine.