H.I.G. Growth Partners News
37.5 Launches New Sleep System
BOULDER, CO – March 19, 2014 - 37.5, the rebranded Cocona, this week debuted a new sleep system that will begin rolling out with retail partners. Earlier this week, the company also added to its senior management team to expand the brand.
Effective March 17, apparel visionary Scott Branscum has come on board as executive vp overseeing merchandising, marketing and sales on a global basis. He has over 20 years of brand building and merchandising expertise with companies such as Tumi Outerwear, Massif, Perry Ellis International, Eddie Bauer and Cutter & Buck.
“Scott brings a merchandising capability we think is critically important,” ceo Jeff Bowman told H&TT.
The sleep system, which uses 37.5’s patented technology to capture and release moisture vapor, includes mattress covers, sheets, comforters and pillow cases. 37.5 refers to 37.5 degrees Celsius, the temperature at which the company asserts to the optimum core body temperature for healthy sleep. The body is also best in an environment of 37.5% humidity, according to the company. The idea behind the system is that it brings sleepers to the ideal body temperature and moisture level – then keeps them there.
“What we’ve learned from sleep study work we’ve been doing on the whole system is when you introduce a [non 37.5] component that doesn’t move the moisture through, the system isn’t as effective,” said Bowman.
The new system launched online this week and will be carried by Brookstone, Sleep Number, Hammacher Schlemmer, LL Bean and, later this summer, QVC.
“All of these retailers have customers who appreciate luxury and technology,” said Christy Raedeke, director of marketing.
At next week’s New York Home Fashions Market, 37.5 will be meeting with potential customers interested in offering the full system, rather than bits and pieces of it. The company’s R&D effort includes its own lab testing, third party testing and external field test. It’s currently working with the U.S. Olympic Training Center in Colorado Springs, Colo., on testing the sleep environment for athletes.