American Textile Co. launches new AllerEase logo, expanded brand direction

Home Textiles Today Staff -- Home Textiles Today, 1/11/2013 11:16:27 AM

Duquesne, Pa. - Solution bedding products provider American Textile Company (ATC) has updated the look of its AllerEase brand for consumers.
"ATC conducted extensive consumer research to ensure AllerEase not only continues to deliver on the allergy treatment positioning for which our mattress and pillow encasements are known, but broaden our reach to other product categories, including mattress pads, comforters and pillows," explained Mette Odom, vo of marketing.
Based on the AllerEase brand promise of "Easy-Clean-Relief," ATC developed and launched several product extensions over the past year. Sales growth supported this research, setting the complete re-launch in motion and moving AllerEase beyond a basic bedding cover that reduces allergens, to a complete ‘clean and fresh' bedding solution.
"With our brand refresh, we're better communicating AllerEase's features online, on package and in store to assist our retail partners in educating a wider range of consumers about the benefits of protective bedding," said Blake Ruttenberg, evp of sales, marketing, and product development.

Research also showed that allergen-barrier bedding appeals to allergy and non-allergy sufferers. A predominant number of mothers said they were seeking ways to keep their homes cleaner and fresher, helping to protect their families.
"The new logo was designed to connect with those mothers and with the expansion of the AllerEase assortment of products, we're giving moms a way to help the whole family sleep well and feel better," Odom added.