NatureWorks hits retailers' shelves

SEATTLE — Pacific Coast Feather will kick off the retail launch of its exclusive NatureWorks fiber bedding program with events beginning this month at Bed Bath & Beyond and Younkers.

Earlier this year, Pacific Coast introduced pillows, mattress pads, comforters and fiber beds filled with NatureWorks, a new general fiber, called PLA, which is created from corn, an annually renewable resource. The launches in the next two weeks at the two retailers will mark the first time consumers will see the products. Each of the product categories uses the NatureWorks fiberfill with a premium, natural, all-cotton cover.

Some 300 Bed Bath & Beyond stores across the country are expected to have the program set up by the end of this week, according to Kim Lopez-Walters, director of marketing for Pacific Coast. Younkers' 23-store setup is expected to be completed by June 17.

For each retailer, the product will be featured as a family, rather than separated by category within the store, Lopez-Walters said.

Both Bed Bath & Beyond and Younkers will have dedicated point-of-sale elements including bin toppers, banners and colorful packaging.

In addition, Bed Bath & Beyond, which will market the program under the name "Natural Balance," will have a blow-in card in its July book that will have a circulation of about 10 million, Lopez-Walters related. The program will be featured as the Internet product for July. There will be an in-store video on the story of the fiber as well as the products, in addition to a mailing to the Bed Bath & Beyond database.

At Younkers, where the program will be marketed under the name "Generations Bedding Co.," additional marketing elements will include an insert in Sunday newspapers in August, a pillow giveaway, and both billboards and radio ads in Des Moines, IA.