Carpenter fills down alternative gap
Staff -- Home Textiles Today, 12/9/2002
RICHMOND, VA — Setting its sights on the down alternative market, Carpenter Co. is touting the versatility of its new synthetic fill.
The new Beyond Nature line was introduced during the home textiles market in October at Carpenter's 40th Street showroom in New York. In addition to bed pillows, the fill is being used for a line of comforters. Carpenter had been absent from the comforter market for almost 10 years.
According to Dan Schecter, vp of sales and marketing for the company's Consumer Products division, Beyond Nature is a synthetic fill that emulates all of the properties of 650-fill power Hungarian white goose down. Carpenter owns the exclusive marketing rights for the fill in the United States.
Schecter told Home Textiles Today since Beyond Nature is synthetic, as are 90 percent of all basic bedding purchases in the United States, the line already has a leg up on its natural feather and down competition. "It's a lot cleaner than down; it has no odor; it's lighter; and it insulates just as well," he said. "It's washable and dryable. Unlike down, 10 washings has absolutely no effect on it."
With Beyond Nature, Carpenter is also taking aim at the following built up by the well-established down alternative PrimaLoft.
"I'm going after PrimaLoft," Schecter said. "[Beyond Nature] is a better fiber. It has more insulative qualities and it is more durable."
The comforter and pillows both boast a 330-count, all-cotton jacquard construction and are available in a full range of sizes. A twin comforter is set to retail at $119.99, a full/queen at $149.99 and a king at $199.99. The comforter is only offered in white, however. "It's not a natural fill product," Schecter said. "It's a synthetic that emulates down, so it's a technology-driven thing."
He added that Carpenter already has received orders from specialty and department stores and is currently shipping the line.
Although pillows and comforters remain the sole products filled with Beyond Nature, Schecter said the fill may eventually be combined with foam and other fills for use in a wider variety of product offerings.
