Talalaly Global_Juvea pillow

Talalay Global turns to Amazon to launch new Juvea pillow brand

David Perry //Executive Editor//July 10, 2019

SHELTON, Conn. – Moving to expand its share of the latex pillow market, latex producer Talalay Global has partnered with Amazon to launch its new pillow lineup, the company said. Called Juvea, the line features six pillow designs, including models developed specifically for stomach and side sleepers.

Available through the leading e-commerce retailer’s Prime program featuring two-day delivery, the Juvea pillow collection is available in standard/queen and king sizes and in three different comfort levels. The Amazon platform will help boost the new brand’s profile among consumers, Talalay Global officials said.

“We chose Amazon for the launch because it is a great platform to secure mass market awareness for a new product,” said Marc Navarre, CEO of Talalay Global. “We have already seen strong results in this first phase of our product rollout.”

With brand awareness building, the next phase of distribution will be with retailers. The Juvea brand was developed to help the company’s retail customers grow their business by securing larger tickets when making a mattress or bedroom furniture sale, or by selling the pillows as a stand-alone item, officials said.

“The latex pillow market has been significantly underserved,” Navarre said. “There is no dominant brand in the category, but we plan to build one. Our research shows that only 14% of consumers buy latex pillows, but 82% of them recommend those pillows to others. That indicates a major opportunity for us and our retail partners.”

Juvea is derived from two words: “rejuvenation” and “hevea.” Rejuvenation is the benefit derived from a great night’s sleep, while hevea is the rubber tree from which all Juvea pillows are sourced, he explained.

Each Juvea pillow comes in standard/queen and king sizes and is made in America with the company’s Talalay latex. The pillows are available in low and high lofts for stomach and side sleepers, respectively, while another model features grated latex, which provides a down-like feel, the company said.

Amazon features a number of infographics to educate consumers about the Juvea line, including a chart that recommends different heights for preferred sleeping positions and graphics that tout  the benefits of all-natural latex.

Retail price points range from $99.99 in standard/queen to $119.99 in king, with models available in three fills: shapeable shredded latex, medium and soft. The pillows are available in two all-natural cover options, cotton or Tencel Lyocell.

Talalay Global is the only U.S. manufacturer of Talalay latex mattresses, mattress toppers and pillows, which are sold under several brand names through strategic business partners.