Award-winning US bedding brand Purecare talks about the importance of wellness and how retailers can adopt this movement to boost sales.
From award-winning products to informative blogs on sleep and wellbeing, Purecare is on a mission to improve the sleep and wellness of its customers. Having launched in the UK market back in January 2024, the brand has recently concluded another successfully January Furniture Show at Birmingham’s NEC.
Displaying its collection of mattress protectors, innovative pillows and bed sheets, Purecare also took the opportunity to highlight the importance of wellness within the home and how retailers can take advantage of this growing movement where mental health, sleep and general wellbeing are more important than ever. It’s a culture shift that Purecare’s products are a perfect fit for.
“With every fiber of our being – with every stitch of our fabric – we care about the wellbeing of everybody and every body,” says Johan Bosman, Senior Vice President of Global Business Development. “We start with the most premium materials and finesse each product with precision-fit™ design features before finishing with outstanding quality control.
“From our award-winning aromatherapy-enhanced mattress protection, to supple sheets and patented pillows, our products are designed to take care of you.”
In fact, the UK has seen significant growth of its wellness market since the pandemic. In 2022, its wellness industry reached 131% of its pre-pandemic (2019) market value, ranking first globally, according to data from the Global Wellness Institute (GWI). The UK was also one of the two fastest-growing wellness markets since 2020, growing 19.4% annually, just behind Mexico at 25.2%.
The UK wellness market hit a record valuation of $170.5 billion (£138.7bn) in the pre-pandemic year of 2019, which has grown to $224 billion (£182bn) in 2022. “The UK has one of the world’s largest, most diverse, and resilient wellness economies. The British public are very sophisticated wellness consumers,” said Katherine Johnston, GWI senior researcher.
One area of wellness UK consumers are investing in is sleep. Before we dive into the products and benefits of Purecare’s solutions, Johan defines what sleep wellness actually means. “For some, sleep wellness simply means ensuring that we’re getting plenty of quality sleep each night. For others, it’s much more than that. For us, the definition falls somewhere in between.
“Sleep wellness includes things like assessing our unique sleep needs and setting realistic sleep goals, investing in high-quality bedding that helps us reach our sleep goals, and engaging in healthy lifestyle choices that contribute to better, whole-person health.
“It takes into account not only the things we must do to sleep well, but the things we must do to rise to the challenges of our days, too.
“Sleep has the power to restore your body and reset your mind, both of which are essential benefits that help you face the challenges of the day, every day. So, when thinking about sleep wellness, we invite you to think about it as a well-rounded experience.
“Yes, getting quality sleep is essential. But more than that, getting quality sleep isn’t nearly as cut-and-dry as it’s often thought to be. (This means that buying a set of run of the mill cotton sheets simply won’t do the trick.)
“Here’s the truth: The surfaces we sleep on, the environment we sleep in, the comfort essentials we choose, and the mindset we have when we’re gearing up to go to bed all contribute to our sleep experience, and they matter too.
“That’s what Sleep Wellness for us at Purecare is all about. More than anything, we care about you and your wellbeing. This is why we’re devoted to helping you build the foundation of better sleep with premium bedding made from responsive materials that provide you with a cleaner sleep environment while supporting your wellness goals and unique lifestyle day and night.”
Purecare’s award-winning OmniGuard Advance Mattress Protector is a prime example after being recognised with the Good Housekeeping Approved Award 2024. “The OmniGuard Advance 5-Sided Mattress Protector stands out for its exceptional protective features, creating a barrier against moisture, allergens, dust mites, mould, and mildew,” says Johan. “This comprehensive protection ensures a cleaner, healthier sleep environment, which is essential for maintaining a hygienic bedroom space. The mattress protector is designed to fit like a fitted sheet, making it compatible with both adjustable and standard bases, and accommodating various mattress depths.
“The five-sided protection of the OmniGuard Advance Mattress Protector offers unparalleled coverage, shielding not only the top but also the sides of your mattress from spills, stains, and allergens. This extensive safeguarding is particularly beneficial for allergy sufferers and those who prioritise maintaining a clean and comfortable sleeping environment. By extending the life of your mattress, this protector is a wise investment for any bedroom.”
The Good Housekeeping Institute’s rigorous testing process, known for its thoroughness, evaluated the OmniGuard Advance 5-Sided Mattress Protector across several key parameters, including durability, effectiveness, and ease of use. The protector excelled in repelling liquids, resisting allergens, and maintaining its quality even after multiple washes. This recognition assures consumers that Purecare’s products not only meet but exceed industry standards, offering reliability and peace of mind.
“This Good Housekeeping Approved Award 2024is a testament to Purecare’s innovative approach and the superior performance of our products,” Johan said. “We are proud to add this honour to our growing list of accolades as we continue to deliver sleep solutions that prioritise health, comfort, and quality.”
Another product collection making waves within its portfolio is its three advanced cooling pillows, each designed to elevate the sleep experience. The pillows bring cutting-edge cooling technology to the forefront, raising the bar for sleep comfort.
“The Nano Memory Foam Pillow features Memory Foam Crumb and PureCool thermoregulating fabric, delivering optimal comfort and advanced temperature regulation,” Johan said. “The Groove Contouring Memory Foam Pillow is designed for front sleepers, offering adaptive support with a thinner core and strategic zoning.
“The Wave Pillow integrates dual layers of Gel Memory Foam and Memory Foam, providing targeted pressure relief for side and back sleepers. The cool-to-the-touch surface adds an extra layer of luxury, creating an unparalleled sleep experience.”
Furthermore, Purecare’s range of new luxury bed sheets, launched at last month’s JFS, are renowned for their perfect blend of softness, durability, and breathability, offering retailers an opportunity to enhance their offerings with premium sleep solutions.
“Through our innovative wellness-focused products, retailers can educate their customers on what it means to sleep with a Purecare product,” Johan said. “Quality and care are the foundation of our sleep essentials and by encouraging customers to enhance their own sleep wellness and experience, retailers will see the benefit too.”
Alongside these product innovations, Purecare celebrated outstanding achievements last year, as well as making a significant leap by joining the Minerva Buying Group as an approved supplier, further solidifying its position as a trusted partner for retailers. The brand also became the only official mattress protector supplier to the AIS Buying Group, in the Beds Category, enhancing its presence further.
“We’re excited for the year ahead following a fantastic breakthrough during 2024,” adds Johan. “We produce products with sleep wellness that comes from the heart and we’ll continue our development journey with wellbeing at the forefront of what we do.”
