Bedding maker American Textile Company has made moves to up the wellness factor of its products by partnering with Swiss company HeiQ for a new hypoallergenic bedding line.
American Textile, whose retail clients include Kohl’s, Bed Bath & Beyond, Amazon, Target and Walmart, is incorporating HeiQ Allergen Tech, a 100 percent bio-based technology that uses active probiotics to reduce exposure to inanimate allergens. The bedding products will be sold in North America under AllerEase and Sealy brand names. Products featuring HeiQ Allergen Tech will be marketed under American Textile’s CleanBoost technology name, and all of the products will be available in 2024.
“By combining our expertise in allergen barrier bedding with HeiQ’s revolutionary fabric technology, we are proud to introduce a product that not only blocks inanimate allergens but also reduces them on and around the bedding,” said Patrick Seiffert, senior vice president of product development and marketing, American Textile Company. “Our flagship AllerEase brand has been trusted by millions of consumers seeking allergy relief for years, and this new partnership allows us to offer them a new level of unmatched protection.”
According to testing by BMA Labor, an accredited lab in Bochum, Germany, HeiQ’s Allergen Tech successfully reduced 96.6 percent of house dust mite matter allergens, 83.6 percent of cat hair allergens and 76.5 percent of dog hair allergens.
“With over 90 percent of bedrooms in the United States containing three or more detectable allergens, our partnership with American Textile Company will make a real difference in people’s lives, and that’s what matters most to us,” said Carlo Centonze, co-founder and CEO, HeiQ Group. “HeiQ Allergen Tech can significantly improve bedding products, but it can also be applied to curtains, carpet and upholstery.”
American Textile Company will launch its new products with HeiQ Allergen Tech to retail buyers at Home and Textiles Market Week, March 13-16, in New York City.
It’s the latest big home textiles name to choose Allergen Tech after Trident Group also picked HeiQ’s technology for its bedding line last year.