Supplier News Breaks Archives
BioPosture aims at chain drug channel
August 22nd, 2014
LONG BEACH, N.Y. – BioPosture Inc. is known for its high-quality mattresses and pillows that provide both health and comfort benefits. The company has long marketed its products through health care providers but recently decided to target the chain drug distribution channel as well. When it did so, the company also pioneered an imaginative business model to go with its unique product.
“Along with our manufacturing partner Jeffco Fibres Inc., we have developed products like the BioPosture Evolution mattress and Elements Bed, which incorporate the patented Celliant fabric,” says Irwin Pearl, chairman of BioPosture.
“Celliant is made from 13 optically responsive minerals and is clinically proven to support increased blood flow, which results in more oxygen at the tissue level, thus allowing the body to recover more quickly from physical stress and pain. With Jeffco’s research and development, we also developed a unique Celliant covered 3-inch mattress topper that uses patent-pending ZMS, or Zoned Musculoskeletal Support, technology.”
The bed topper sets a new standard in mattress enhancement, he adds, noting that all of the company’s mattresses and toppers are made with premium, open-celled foams that maintain consistent comfort and support, even with dramatic room temperature changes.
BioPosture mattresses and pillows were previously only available exclusively through referrals from a network of doctors of chiropractic and related licensed health care professionals. But the fact that BioPosture’s target audience of adults age 40 and over frequently visit chain and other drug stores meant that those retailers would be a natural distribution channel for three new product lines to be marketed under the Rx Mattress, Rx Bed Topper and Rx Pillow brands.
“Although we have a great product that makes sense for drug stores, we wanted to minimize their financial exposure,” Pearl explains. “Consequently, BioPosture and Jeffco decided to develop a special line of 8-inch and 10-inch profile memory foam mattresses that would be sold over the Web and would be produced on a ‘made on order’ basis in Jeffco’s Massachusetts factory, where they are also roll-compressed at the end of the production process. Each mattress and bed topper is then vacuum sealed, boxed and shipped via UPS directly to the purchaser.”
This “drop ship” approach enables drug retailers to eliminate inventory as well as conserve capital, Pearl points out, adding that volume shipping the product by common carrier also minimizes any effects on the environment.
“The new lines of Rx Mattresses, Rx Bed Toppers and the Celliant-filled Rx Pillow are being introduced at the NACDS show in Boston this month,” Pearl says. “These high quality new products represent a new opportunity for drug chains to open additional revenue streams with no financial risk. Upon introducing the products at NACDS, we’ll initially pitch them exclusively to drug chains, which will sell them through their own websites. Later on, we will likely also offer them to big-box retailers, which will also sell them through the Web.”
BioPosture will support the introduction of the new products with a public relations campaign, to be accompanied by in-store promotions by its chain drug partners. Those efforts will be followed by a print advertising campaign, and the company is also considering a subsequent television advertising initiative.
“The retailers will set the price points for these new, innovative products,” adds Pearl. “We expect the prices to be higher than those for lower-quality, inexpensive imports, but still below the price points of the major quality brands.”