Louisville, Latex join forces for bedding

By Marvin Lazaro -- Home Textiles Today, 4/29/2002 12:00:00 AM

LOUISVILLE, KY —

Louisville Bedding Company and Latex Foam Products are hoping to bring latex foam bedding to another level.

The two companies agreed to an alliance just prior to April market. The alliance gives exclusive distribution rights to Louisville for key market channels, including Talalay latex foam, manufactured by LFP.

The proposal for the alliance between the two companies came from LFP, whose original manufacturing facility in Connecticut was destroyed in a fire in May 2001. After rebuilding its plant, the latex foam manufacturer opted to take a good look at the various markets it was servicing. According to Stephen Russo, president and ceo, LFP decided to seek out an alliance that would allow the company to become more intimately and actively involved in the marketing of its products.

Lewis Rudy, president of Louisville Bedding, told Home Textiles Today: "We, both LFP and us, can now develop a series and entire line of products instead of just an item. We're selling a concept now."

Said Russo, "We can now have a more meaningful discussion to create new products."

The initial rollout of products, which are a direct result of the new alliance, will begin in June, with LFP reaching its full capacity by August. Following the six-month time frame, new products are planned for introduction every market. Specialty and department stores will make up the target retail channel.

"There is no doubt that these will be high-end, high-quality, high-performance products," Russo said.

Although the two companies plan to start with only pillows, a mattress pad construction is also in development.