BOCA RATON, Fla.–Hollander Home Fashions has introduced basic bedding filled with the trademarked Flexotech material, and has revamped its Web site to focus on its educational aspect.
According to Beth Mack, chief merchandising officer, Flexotech is made of a three-dimensional knitted mesh that allows air to flow through the product, enabling the user to sleep cooler than with other fill types while providing the same comfort and support offered by memory foam. The material has been used in luxury automobile seating and high-end furniture. The line includes bed pillows, mattress pads and fiberbeds, covered in 400 thread-count cotton and polyester, and encased in a gel-top cover that can be removed for cleaning.
Along with highlighting Hollander’s product portfolio with new photography, the Web site, still located at hollander.com, now includes information on sleep issues such as how often to change one’s pillow, how often it should be washed, what kind of mattress pad best suits an individual’s sleep habits and what density a consumer should choose for his or her sleep patterns. Also on the site are articles on sleeping habits and the effects of sleep, or lack thereof, on daily life.
“We would like (the site) to become the go-to Web site for anyone looking for information sleep and products that help you live comfortably,” said Jannice Cameron-Chapital, Hollander’s vice president of marketing.
Aligned with the revamped Web site is Hollander’s use of social networking. The company will use sites such as Facebook and Twitter “as a direct-communication vehicle to the consumer as well as posting new ad campaigns, launching new products and, most importantly, as a consumer feedback tool,” Cameron-Chapital said.