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Home Goods Roundup: American Textile’s Sealy Deal, Welspun Gets Green Mark, Microban Expands

Tempur Sealy taps American Textile for sleep line, Welspun certified for Made in Green and Microban picks U.K. distributor.

American Textile in Tempur Sealy Deal

Home goods manufacturer American Textile Company has signed a licensing deal with Tempur Sealy International, Inc. to develop, manufacture and sell Sealy-branded pillows, mattress pads and comforters filled with polyester fiber or natural feathers beginning April 1.

Patrick Seiffert, senior vice president of marketing for American Textile, said the deal will allow the company to expand its range of Sealy branded bedding products now available to retail customers to include pillows, mattress pads and comforters in addition to pillow and mattress protectors.

“We’re continuing to focus on areas where we’re seeing success, including where consumer demand is high,” Seiffert said. “The Sealy brand represents a long heritage of trust and innovation and we plan to build on that foundation. As a single point of contact for Sealy bedding, American Textile Company will be able to offer comprehensive category solutions.”

He noted that American Textile has long been a leader in performance bedding solutions such as allergen-barrier, cooling and temperature balancing bedding, areas of increased importance in the sector. Sealy bedding will combine comfort and performance, offering consumers solutions to sleep challenges such as support and temperature regulation, all of which integrate the latest performance materials, Seiffert said.

American Textile Company and Sealy first began their strategic licensing partnership in 2012.

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“Strategic partnerships are a major contributing factor to our year-over-year growth in the past decade, including the recent deal with Sealy Corporation and the licensing deal with Tempur-Pedic secured back in March,” he added. “The furthered development of our powerhouse brand AllerEase has also been crucial to success in the past few years.”

[Read more about home textiles: Home Goods Roundup: Sheex Adds Cooling Mattresses, Fluvitex Opening Ohio Plant]

Welspun Gets Made in Green

Home textiles maker Welspun has been awarded the Made in Green by Oeko-Tex mark.

The traceable consumer sustainability label indicates that textiles have been tested for harmful substances and manufactured in environmentally and socially responsible facilities. Welspun is the first manufacturer in India to be awarded the Made in Green by Oeko-Tex label for bed and bath textile products.

“Our Made in Green label is the result of our long-standing commitment to sustainability,” said Dipali Goenka, chief executive officer of Welspun. “Made in Green also supports our retailers in their efforts to offer more sustainable products to their consumers. The label clearly and quickly communicates to shoppers that our products have been tested for harmful substances and made with respect for our employees, communities, and planet.”

To qualify for the label, Welspun products underwent thorough, independent testing according to the Standard 100 by Oeko-Tex that verifies that the textiles are free from dangerous levels of chemical substances. In addition, Welspun facilities were evaluated and certified to the STeP by Oeko-Tex standard that confirms that manufacturing processes comply with multiple guidelines for sustainable textile production.

“We applaud the sustainability commitment that Welspun has made with Made in Green,” said George Dieners, general secretary of Oeko-Tex. “Improving sustainability within the textile industry requires major manufacturers like Welspun to head the effort. Welspun’s leadership will help influence others to join the industry’s efforts to make textiles safer for consumers, workers, and the environment.”

Microban Taps Texchem for U.K.

Microban International, Ltd., a specialist in textile odor control and prevention, has appointed textile chemical manufacturer Texchem as its U.K. distributor amid a growth spurt for the brand.

Texchem will distribute Microban’s entire range of odor control and anti-microbial solutions, including the Aegis product line, to apparel, furnishings, home textile, technical textile and healthcare retailers and brands in the U.K. and to their manufacturers.

This partnership will ensure the seamless integration of Microban’s full portfolio of innovative odor control and anti-microbial technologies into the global supply chains of U.K. brands and retailers through technical and field support, global regulatory assistance, service and education.

“As one of the most well-respected names in textile chemicals, Texchem excels in forming key relationships with manufacturers and major apparel, furnishings, home textile, technical textile and healthcare brands in their territory,” said Lisa Owen, vice president of the global textiles division of Microban International. “By combining the strengths of these two industry leaders, we believe the Microban-Texchem partnership will lead the way for odor control innovations in the critical U.K. market.”

The appointment of Texchem is the latest step in Microban’s ongoing efforts to expand the company’s sales presence in European markets and develop close ties with more production facilities across the globe. It will also allow Microban to provide enhanced customer service through more regional support and faster turnaround times.

Wayne Aaron, managing director of Texchem U.K. Ltd., said, “We were attracted to Microban based not only on the breadth, range and efficacy of their textile odor control solutions, but also by their global reputation and brand strength and research and development capabilities. We believe this partnership offers an excellent synergy to successfully promote and sell high value odor control and anti-microbial solutions in the U.K. textile market and beyond.

Microban has recently introduced a brand refresh, including a new B2B web site, revamped marketing collateral, new brand marks and an expanded global sales team.