American Textile Revamps Marketing for AllerEase

DUQUESNE, Pa.--American Textile Co. is launching a refreshed marketing approach for its AllerEase line of anti-allergen bedding products.

The new campaign, which will be on view at American Textile's showroom during next week's New York Home Fashions Market, will include redesigned products, packaging and messaging for the brand. It will highlight the AllerEase line's benefits in allergy protection, waterproof qualities, bed-bug protection and hot water washability. The company also plans to introduce new product constructions and AllerEase products outside of the basic-bedding category.

The company based the new marketing strategy on what Mette Odom, vice president of marketing, described as "a fresh look at the allergy market and our target consumer," which Odom said is "a busy mom who is focused on providing a clean, fresh sleeping environment for her family. With her insights, we are evolving AllerEase to provide a more approachable, engaging look with an expanded product offering to meet all of her needs."

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.

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