The Shell Game

Greenwashing: Retailers want to jump on the “green” bandwagon, presenting everything as eco, green or natural even if it is made mostly with petroleum and synthetics. There are no enforceable standards for what is “natural” or “green”.

Synthetics: Many “latex” mattresses are being made using synthetic rubber known as polystyrene butadiene or styrene butadiene (SBR). Often stores will present this as natural rubber (yes, petroleum is presented as a natural product).

Soy Foam: Is a plastic foam.  It is roughly 15-20% soy oil, and the remainder is from petroleum.  This is presented as a natural material by some; again, petroleum being sold as a natural product.

Layers: The latest ruse is to present mattresses with an inch or two of SBR latex laminated to polyurethane foam (or “soy foam”) as being a natural latex mattress. Almost all benefit of latex is lost.

Smoke and Mirrors: Comparisons made between synthetic latex and 100% botanical latex are manipulated to present styrene butadiene rubber as comparable or even better than real rubber. Tests are conducted at a ridiculous and unrealistic 158 degrees (Fahrenheit) in order to have it perform better than botanical latex. When compared at room temperature, botanical latex excels.

Inevitably, when shopping for latex mattresses you will run into discussions about Talalay and Dunlop rubber. This argument is often engaged in as a diversion from what the rubber is made from. If the latex is pure botanical rubber, then either process is good. Over the years we have found the Dunlop process botanical latex works best for the support cores of mattresses while the Talalay process rubber is good for use as the cushioning top layer. The differences are truly minor, however, and both hold up well and offer good comfort. In our store we have not experienced a difference in consistency.

So, as it is in many products, it is buyer beware. A knowledgeable consumer is a good consumer. When shopping for latex be aware of the fog of misinformation.

Jeff Garfield

I can now foresee this occurring with a product that is near and dear to my heart – latex mattresses. First, let me say that after 41 years in the mattress business, I believe that there is no better mattress material for comfort and longevity than pure botanical latex. A mattess made solely with 100% botanical latex should last 15 to 25 years with little loss of comfort or support. Such a mattress should show little or no depression over that time. Latex Mattresses have been our specialty for the past 24 years with 25 different models on our floor, most built to our own designs, two-sided and flippable. So, what is the problem?

Lately, latex has become the hot item and the cheapening in price and quality is happening. Many stores have “discovered” latex and many manufacturers, to get an edge, are using synthetic latex (SBR – Styrene Butadiene Rubber, made from petroleum and solvents) because it is cheaper. Many are calling their product “Natural”. Some are laminating an inch or two of SBR latex to a block of polyurethane foam and calling it a latex mattress. Often they are only upholstered on one side, eliminating the ability to flip the mattress to get maximum life and comfort. The unwary or uninformed consumer is the victim of these retailers, often paying a high price in both money and the sting of poor quality. Many of these manufacturers and retailers represent their products as natural or pure latex. The latex is inside the mattress so they are unlikely to be caught lying. Unfortunately, even researching on the internet is difficult because there is a lot of deception. One manufacturer of synthetic latex represents their latex as being all natural and has flooded the internet with smoke and mirrors. Their “signature product is 80% synthetic SBR and 20% botanical. The product is “tested” to be longer lasting than botanical latex but the test is done at 158 degrees, the lowest temperature where it can test as durable. Also, petroleum and solvent based synthetic latex, unlike botanical latex, offgasses noticeably for many weeks and even months after opening the mattress.

All of this cheapening of the product I call a race to the bottom. My concern is that the outstanding reputation, much deserved, of botanical latex will be sullied by negative reviews of broken down mattresses represented as latex. The pressure is on to compromise, to appease the consumer who shops price alone without understanding what they are getting. We won’t do it. The same thing happened with the “Can’t Flip” “No Flip” mattresses, but we have found taking the high road is best.  Sticking with durable products is in the best interest of our customers, our store, and our planet.

I do hold out hope that the cycle for latex will be different and that the consumer will be better informed. I don’t hold out much hope that the manufacturers and retailers will get a conscience.

Like many industries, mattress have been going through a period of cheapening the products. Another industry where companies have been mostly purchased by Private Equity Firms is appliances. It used to be you would buy an appliance expecting it to last 20 years or so. If something broke, a repairman would come to your home and fix it. Now, if you get five to seven years from the appliance you are lucky, and forget the repair. Parts aren’t available.

The reason companies make can’t flip mattresses is cost. The profits on them are too great to go back to two-sided mattresses. The companies can save 25-30% by not including the second side cushioning layer,the expensive part of most mattresses. They didn’t pass this savings on to the consumer (some can’t flip mattresses sell for several thousands of dollars), just used the savings to increase profits and then resell the company to another investment firm. Simmons has now has been sold many times. The added benefit is that the consumer is back in the marketplace in three to five years (or they put up with a saggy, uncomfortable bed).

When we deliver new mattresses to customers we offer to take away and recycle, if possible, their old mattress. Recently, on a day when we delivered 10 new mattresses we took away three can’t flip mattresses, all from one of the best known “S” brands, all just three years old and all completely worn out. Not even homeless shelters or charities will take mattresses so saggy so they ended up in a landfill. These were not inexpensive mattresses retailing locally for over $2000 each. One would think that such worn out condition after just three years would be covered under warranty but these companies deny all but the most extreme breakdowns.

The stores that sell can’t flip mattresses will tell people that these companies don’t make two-sided models anymore and will give all kinds of mumbo jumbo reasons for it. What they don’t tell you is that most of them do make two-sided models; they just don’t sell them to the consumer. They make them for the hotel/motel industry because hotel/motel owners know what products hold up and will avoid one-sided mattresses. They don’t last. Doesn’t that just show the manufacturers true stripes?

That’s my rant and is why my store will not sell “can’t flip” mattresses. In order to be sold on our floor, mattresses need to have two sleeping surfaces or have zipper access to the inside so that components can be flipped or refreshed. It is not right to sell mattresses that wear out so quickly. A consumer should be able to expect their new mattress to last and be comfortable for 8 to 12 years or more  and longer for 100% botanical latex mattress models.

Jeff Garfield
Bedrooms & More, Seattle

• Organic! Free of chemicals, pesticides or dyes
• Removable, ultra-plush cushion top
• Luxurious, organic cotton sateen ticking
• 6” core: All-natural Standard latex
• Cushion 4” all-natural latex
• 36 oz./ yd² Natura Smart Wool in cushion top
• Mattress Height: 11”
• 100% organic wool fire barrier
• Hypoallergenic

Bedrooms and More Seattle is your # 1 Choice for Latex Mattresses

latex mattress

Among the national brands selling latex mattresses, Englander can certainly make a strong claim for having been the pioneer marketing force of foam rubber bedding. In fact the company still has old advertisements from the 1950’s which clearly show beds manufactured with a layer of channeled foam rubber. One advertisement has a headline which reads, “Sleep as you’d sleep at the Waldorf-Astoria –Englander’s Foam Latex Hotel Sleep Set” The price featured in the ad is $119.50 for both the mattress and the box spring.

Times have certainly changed since then; however, just as Englander was a leader then so too, the well-known brand name company remains a leader in offering a distinct and high performance series of products now. Englander, which was founded by Max Englander in 1894 in New York has gone through many changes and advances over the years, and today the company offers a full range of products to meet the needs of a broad spectrum of consumers.

Perhaps the best known product brand name is the Lady Englander™ line of luxurious sleep systems. This line is known as the mainstay line supported by Englander’s Redline® foundation, and is touted by Englander as “the industry’s best for over 50 years.”

The Tension Ease® line is Englander’s version of an independently encased coil system mattress with a zoned sleep design created to provide additional back support. This system was designed for consumers who are specifically looking for additional support.

In 1993 Englander introduced the company’s 21st Century® Sleep System, which was designed to offer the ultimate in luxurious sleep for the most demanding consumers. Company officials note that this system was over 100 years in the making and based on Englander’s unique experience in the marketplace. With the patented Adjusta-comfort design, each sleeping partner can choose his/her level of comfort.

Then there is the bedding line, which rightfully belongs as the center of focus for those interested in all natural latex rubber bedding. In 1995 Englander introduced its acclaimed Nature’s Finest® Sleep Systems with 100% Natural rubber. This line was introduced in the mid-1990’s to offer consumers the ultimate in sleeping comfort based on natural products including Englander’s exclusive all-natural Laytex rubber, wool, silk and cashmere.

Top marketing executives at Englander know in their hearts that they have something different and unique to offer retailers and their customers. Robert W. Ashburn, Vice President of Sales for Englander and the Southern Cross® Division of Spears Mattress out of Rome, Georgia is enthusiastic and bullish about Englander 100% all natural Laytex mattresses. “We see our 100% rubber as an analogy to ‘pure gold’”, says Ashburn. “Our mattresses really do have a softer ride. You can immediately feel the difference from mattresses made with synthetic latex.” When asked by BEDROOM Magazine if there is any truth to the claim by competitors that all-natural latex rubber crumbles over time, Ashburn and Englander Senior Vice President David Clarke address the issue head on. It is all in the manufacturing process. The all-natural latex has to be poured within two weeks of the time the rubber is drawn from the trees. There has to be very tight quality control to achieve the superior quality results demanded by Englander.

Clarke and Ashburn note that latex rubber trees can only be grown in plantations 10 degrees North or South of the Equator. Clarke notes that Englander has a unique relationship with a source providing rubber from 5.5 million trees in Sri Lanka. Englander buys all-natural latex cores that have been poured out of the trees and into the mould within two weeks. Englander’s relationship with the source is good not only from the perspective of supply and quality control, but it guarantees a certain level of consistency and stability for Englander’s customers.

One can tell that the Natural Laytex® line offered through the Nature’s Finest line is a source of pride and success for Englander sales people. This gives Englander’s retail customer a superior line with an unparalleled feeling of luxury. Ashburn summarizes a couple of key selling points, “These products conform like no other to the customer’s body. You can actually feel the mattress pushing back, naturally supporting every curve in your body. Truth is the longer you rest on the mattress, the better the feel and the greater the sense of luxury. This is a must for retailers who want to offer supreme all-natural luxury at a good price.”

There are any number of other powerful claims a retailer can make when selling Englander’s Laytex mattresses. One is less tossing and turning. All-natural latex reduces pressure points up to 90% by conforming to the human body, and instantly adjusting to the body’s every move. This promotes healthy capillary blood flow. The results for consumers: less muscle aches and less tossing and turning…creating a natural, healthy sleep.

Another attribute is the breathability of the mattress. Proper airflow is important to a restful night’s sleep. In a Laytex mattress, air circulates through the pincore holes and open bubbles to create a mattress that is cooler in the summer and warmer in the winter. This serves as a natural heat/cold mechanism that creates greater comfort for the consumer. Englander executives truly believe that no other material breathes like the Englander Latex mattress.

Englander also sells their mattresses as a health product. Ideal for allergy sufferers, rubber is inherently anti-microbial, hypo-allergenic and dust mite resistant. The material simply will not support mold, mildew or bacteria. Studies have shown, according to Englander, that their rubber is 300% more resistant to dust mites than other mattresses.

Finally there is the issue of durability. The Englander team asks the question, “Why is our mattress so durable?” They say the answer is simple: because it is natural rubber, not a synthetic blend. They have control over the source and the process. They produce a quality product, and they stand by it. Englander’s Latex mattresses are built to last, retaining their combination of comfort and support for a lifetime. They even challenge a retailer or consumer: “To demonstrate our quality, please lift the edge of our mattress to feel its weight, It’s up to four times the weight of the synthetic blends, which are used in most traditional mattresses. More weight means longer life. It’s that simple.”

With over 100 years of business experience behind them, and with a truly unique all-natural product, it is no wonder that the new Englander team is moving forward with unprecedented interest from retailers in their Nature’s Finest Sleep System line.