Launching the PureCare Era: Fabrictech International Rebrands

Furniture World News Desk on 1/20/2014

The company and brand formerly known as Fabrictech International is now PureCare®, offering a full line up of sleep essentials products promoting health, wellness and comfort within the sleep environment. With this transition the company has also shifted its focus from solely mattress and pillow protection to offering today’s health-conscious consumer a complete collection of the finest health and wellness products needed to create the healthiest sleep environment possible. The company has progressed into a disciplined technical product innovator and a growing retailer /consumer-focused brand addressing basic health, wellness and comfort needs.

Over the past two years PureCare has methodically implemented a rebranding process developing the brand from Fabrictech to PureCare. The company worked strategically to ensure that retailers and consumers alike understood the brand transition and how it relates to PureCare’s broader focus and goals.

According to chief marketing officer, Sean Bergman, the PureCare® brand name better communicates the full suite of products and the consumer benefits offered by these products. “PureCare really represents who we have become. We have evolved from a technological mattress and pillow protection company, to a consumer focused brand providing essential products for a healthier and cleaner sleep environment.”

The fast-growing, evolving brand will celebrate its new company identity and mission at their modern, retailer-friendly showroom (C1595) at the January 2014 Las Vegas World Market Center. PureCare will also be introducing their new line of PureCare One™ pillows featuring a patented three-in-one design assuring both comfort and support for every sleep position.

Bergman points out that after thirteen years of progress and change, PureCare now offers a full collection of sleep esstentials including mattress and pillow protection systems, such as their Aromatherapy, Celliant and Silver lines which feature OmniGuard Advance ™ and the industry’s first Limited Lifetime Warranty against stains. The company’s successful line of PureCare Plush pillows has helped to redefine their role within the top-of-bed industry, and their memory foam and latex mattress toppers have also seen retail success.

“Under the PureCare brand consumers and our retail partners can expect a steady advance in the creation and marketing of products that will enhance a healthier, cleaner and more comfortable sleep experience,” states Bergman. “With PureCare as our platform we can make a strong statement to consumers. Let us help you to create a haven of comfort and health in your sleep environment. We invite you to mix and match our premium mattress and pillow protectors, mattress toppers and pillows for the ideal blend of protection and comfort that only PureCare can offer.”

It has been thirteen years since the late, well-known mattress/ bedding representative Sam Chase created a new company by the name of Fabrictech 2000 to provide fabric protection for upholstery, and then, for mattresses and bedding. Using the latest in scientific proprietary One Micron technology, Chase launched the company’s barrier and liner protection program in 2000, and within a few years created the well-received OmniGuard® Ultra™ fabric for liner and protection barriers. At that time the company took great pride in their technology and unique protection features offered by these scientifically created protection systems.

In a short time it became obvious that the company needed leadership and direction with retail experience. In December 2005, Arnold Hershbain, a veteran industry retailer, became a partner and CEO of the company. David Hershbain also joined the company as executive vice president. The Hershbains and Chase signed the Sleepy’s account in January 2006 , which blew the doors open for future growth for the young company.

Jeff Bergman joined the Fabrictech team as President and Chief Operating Officer in May of 2009. Under his leadership the company made huge strides, fueling product innovation, exponential growth and introduced the Fabrictech brand to both the High Point furniture market and the Las Vegas World Market Center for the first time. In early 2010 Sean Bergman joined the company as chief marketing officer and played a key role as the company continued to expand and define its brand identity over the next two years.

During the time period from 2010 to present the new team not only opened at least fifteen major retailer accounts, but they introduced both Celliant and Antibacterial Silver mattress / pillow protector lines, launched the major PureCare Plush pillow line, and introduced the industry to their PureCare Aromatherapy protector line. Additionally they signed license agreements expanding into Australia and Canada. The company also grew into an expanded showroom in Las Vegas, as well as a new 28,000 square foot PureCare Campus headquarters with offices, showroom and a hugely expanded warehouse. Finally the company has expanded the PureCare marketing, sales and management teams including the hiring of James Robb to serve as the company’s vice president and general manager.

Retailers are invited to come celebrate the launch of the new PureCare brand and the introduction of the new PureCare One™ pillows in showroom C-1595 at the World Market Center, January 26-30, 2014. Visit them at www.PureCare.com.

About PureCare®: It has been thirteen years since the late, well-known mattress/bedding representative Sam Chase created a new company by the name of Fabrictech 2000 to provide fabric protection for upholstery, and then, for mattresses and bedding. Using the latest in scientific proprietary One Micron technology, Chase launched the company’s barrier and liner protection program in 2000, and within a few years created the well-received OmniGuard® Ultra™ fabric for liner and protection barriers. At that time the company took great pride in their technology and unique protection features offered by these scientifically created protection systems.

In short time it became obvious that the company needed leadership and direction with retail experience. In December 2005, Arnold Hershbain, a veteran retailer, became a partner and CEO of the company. David Hershbain also joined the company as executive vice president. At the same time the company built its reputation by working closely with Dr, Phillip Tierno, author of “The Secret Life of Germs” and director of clinical microbiology & immunology at New York University, creating the scientifically supported basis for claims concerning OmniGuard fabric against bedbugs, allergens, dust mites and bacteria. Dr. Tierno was the first of important strategic partnerships PureCare has formed over the years to substantiate critical claims, to introduce new products or to educate the public on the importance of sleep. The National Sleep foundation would become another important partner for PureCare in January of 2012, officially endorsing the company’s OmniGaurd Advance™ protectors.

As the company began to build some key retailer relationships, Hershbain reached out to Jeff Bergman in May of 2009. Bergmann joined the Fabrictech team as President and Chief Operating Officer of the expanding Fabrictech International. During the same time period, the company made huge strides with a product manufacturing relationship with China and also exhibiting and marketing at both the High Point furniture market and the Las Vegas World Market Center for the first time. In early 2010 Sean Bergman joined the company as chief marketing officer and played a key role as the company expanded to serving many well-known, highly recognized retailers over the next two years.

During the time period from 2010 to present the new team not only opened at least fifteen major retailer accounts, but they introduced both Celliant and Antibacterial Silver mattress / pillow protector lines, launched the major PureCare Plush pillow line, and introduced the industry to their PureCare Aromatherapy protector line. Additionally they signed license agreements expanding into Australia and Canada. The company also grew into an expanded showroom in Las Vegas, as well as a new 28,000 square foot PureCare Campus headquarters with offices, showroom and a hugely expanded warehouse. Finally the company has expanded the PureCare marketing, sales and management teams including the hiring of James Robb to serve as the company’s vice president and general manager.

More history about the company can be seen at www.furninfo.com/images/News/2013/PureCare_History.pdf