HONG KONG--(Marketwire - Mar 23, 2013) - Pure LatexBLISS™, one of the fastest growing mattress brands in the world, celebrated its official launch in Asia with a grand opening celebration in Hong Kong on Saturday, March 23^rd. The event marked the beginning of the company's aggressive Asian expansion plans this spring.

The company partnered with Sofamark, one of Hong Kong's leading furniture stores, to introduce its mattress, pillow and topper products in Sofamark showrooms located in Sheung Wan, Taikoo and Kwun Tong. Pure LatexBLISS™ will be one of the first mattress brands featured in Sofamark's new mattress galleries, "Mattress World."

The "Better Sleep by Relieving Tension and Relaxing Muscles" launch event and press conference was successfully held at The LANGHAM in Hong Kong. During the event, Mr. Dave Fisher, President and Chief Executive Officer, Latex International gave his welcome remarks and officiated a ribbon cutting ceremony together with Mr. Kurt Ling, President, Pure LatexBLISS™; Mr. Tomas Eisenberg, Vice President, Strategic Marketing, Latex International; Mr. Lim Bok Po Director (Asia), Sales and Licensing, Latex International; Mr. Jack Kwan, Director, Sofamark, Mr. Nelson Lau, Director, Sofamark and Mr. Benny Chan, General Manager, Sofamark. A well received health talk was presented by Dr. Benny Tong, a veteran chiropractor, about how to get better sleep.

"Pure LatexBLISS™ has fast become one of the most recognized unique latex brands. With Chinese demand for American-made unique products on the rise, this is the perfect time to expand our international presence once again," said Pure LatexBLISS™ President Kurt Ling. "Recognizing that Pure LatexBLISS™ is regarded as a high-quality mattress brand internationally, Sofamark invited us to be one of the featured mattress companies at its Mattress World. We couldn't be more excited to use this opportunity to establish our presence in the Asian market."

All Pure LatexBLISS™ products exported to Asia will still be manufactured in the United States at the company's Connecticut facility. The company will also introduce a new exclusive, ultra-unique collection customized specifically for the Asian consumer, with new mattress profiles including 13-inch, 14-inch and 15-inch all-latex beds. The pricing for the mattresses ranges from $2,500 to $8,000 US dollars (approximately HK$19,500 to HK$62,400). Introducing the innovative concept of how relaxing muscles results in a better night's sleep, Pure LatexBLISS™ is to be recognized as an alternative to memory foam sleep products.

Atlanta-based Pure LatexBLISS™ is one of the fastest growing unique mattress brands in the world, manufacturing and marketing ultra premium mattresses made with the finest components available and delivering unprecedented value. When founded, Pure LatexBLISS™ used contract manufacturers and logistics partners. Today, the company does business in 17 countries with regional distribution centers in the United Kingdom, France, Asia, Canada, Atlanta, Miami, Phoenix, Texas, Connecticut, and Portland (OR). Pure LatexBLISS™ has five showrooms worldwide in Brussels, Belgium, High Point, NC, Las Vegas, NV, Shelton, CT and Tupelo, MS.

Pure LatexBLISS™ is a Latex International company. With a history of over 35 years, Latex International is the largest and finest Talalay Latex bedding goods producer in the world. Making its market debut at the Las Vegas World Market Home Furnishings Expo in September 2009, Pure LatexBLISS™ has successfully built over 1,000 retail locations in 17 countries throughout the world.

"Pure LatexBLISS™ is becoming the world's fastest growing unique mattress brand and is the Number 1 Latex brand in the world. This is the perfect time to expand our international leadership and position Pure LatexBLISS™ as the market leader for latex bedding worldwide," said Tomas Eisenberg, Vice President Strategic Marketing, Latex International.

According to a report dated July 2012 by Centre for Industrial Studies (CSIL) in Milan, Italy, an independent research institute, the world mattress market value grew by an average of 9% yearly, between 2002 to 2011, reaching a value of more than US$ 20 billion (approximately HK$156 billion) in 2011. Of which, China is the world second mattress market, registering the best performances over the last decade.

For more information, please visit www.latexbliss.com

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More about Pure LatexBLISS™

Pure All Talalay Latex Made in USA
Oeko-Tex 100 Certified

Pure LatexBLISS™ mattress, topper, and pillow products are made exclusively of Talalay Latex. All of our Talalay Latex is manufactured by Latex International, in Shelton, Connecticut, USA, the largest and finest Talalay Latex bedding goods producer in the world with a history of over 35 years.

Oeko-Tex
Pure LatexBLISS™ uses Oeko-Tex certified Latex in all of our Collection of Latex Mattresses.

We also use Oeko-Tex certified fabrics. Our fabrics are manufactured by Bekaert Fabrics in North Carolina, USA and Desilee Fabrics in South Carolina, USA.

Rubber Not Foam
Talalay Latex is a rubber-based material in milky state harvested from the tropical Hevea brasiliensis tree (rubber tree plants), grown in tropical climate plantations around the world, where mostly located in South East Asia countries, Brazil and Nigeria.

Air is infused into the latex compound to create latex's open cell structure. It has been used for over fifty years to produce one of the finest materials ever used in a mattress.

Benefits of Talalay Latex:

• Breathable

• Highly supportive and pressure relieving

• Mold and mildew proof

• Dust mite resistant

• Naturally hypoallergenic, antifungal, antibacterial

Environmental Friendly - Eco-Friendly Produced and Durable
We are both the healthy and environmentally conscious. The raw materials are harvested from the Hevea brasiliensis trees, which have a 25 year productive life and reduce greenhouse emissions.

About Sofamark

Sofamark was founded in 1999; the combination of "Sofa" and "Supermarket" implies the variety of choices and comprehensive services to our valuable customers. The long term goal of Sofamark is providing high quality products ranging from intelligent sofas, tailor-made sofas, Fabric sofas, European brand sofas and other home accessories. Sofamark is striving toward providing high-quality home furniture; starting in 2012 we launched "Mattress World" and appreciate Pure LatexBLISS™'s partnership with us.

You can buy Pure LatexBLISS™'s products in below Sofamark's shops:
Sheung Wan
Shop 208, 2/F, Shun Tak Centre, Connaught Road Central, Sheung Wan, Hong Kong. Tel: 2959 2920

Taikoo
Shop B, G/F, 1073 King's Road, Taikoo, Hong Kong. Tel: 2959 2990

Kwun Tong
G/F, 382 Kwun Tong Road, Kwun Tong, Kowloon. Tel: 2959 2921

Mega Business International Limited - on behalf of Pure LatexBLISS™