Norfolk, Virginia-based Paramount Sleep Co. is driving product engagement and sell-through at retail stores nationwide through its exclusive Seal of Cotton trademark. For retailers like Bloomingdale’s and Macy’s, Paramount’s premium collections featuring the Cotton Inc. trademark are proving that cotton is a natural material consumers trust.
As the only mattress manufacturer licensed to use the Seal of Cotton, Paramount Sleep is leveraging the mark to distinguish its products in a crowded marketplace. According to a news release, Paramount’s qualifying beds contain an average of 90% blue cotton and 100% pure cotton, surpassing the minimum threshold of 75% cotton in the upholstery pads and delivering natural benefits to consumers.
Paramount. Co. president Richard Fleck said that retail momentum translates into real numbers on the factory floor. He estimates they have used 75,000 lbs. of cotton year-to-date to produce mattress units containing Seal of Cotton-qualified components.
“We are not only committed to quality and sustainability; we’re backing that promise with real volume and real material investment,” Fleck said. “And we’re just getting started. We’re actively rolling out the use of cotton and the Seal of Cotton trademark across additional mattress products and retail partners. We continue to leverage the Seal of Cotton at the local and national levels.”
The Seal of Cotton is featured in many of Paramount’s most successful mattress collections, including the Paramount Collection, Bloomingdale’s Asteria, Macy’s HD, Hypnos Whole Sleep Cotton, A.H. Beard Classic, and the Haynes Virginia Luxury line. These mattresses emphasize cotton’s natural attributes of exceptional breathability, moisture-wicking properties, hypoallergenic comfort and robust strength and durability, all backed by Paramount’s industry-leading 10- to 20-year warranty, depending on the brand, the news release said.
The Seal of Cotton is recognized by more than 80% of consumers globally. It is strongly associated with comfort, quality, sustainability, and durability. According to Cotton Incorporated research, retailers and brands leveraging the Seal of Cotton in their marketing have achieved double-digit sales increases on products bearing the label. Additional consumer insights emphasize its influence: 77% of consumers believe a brand using the Seal of Cotton cares about the environment; 81% say it helps them make more informed purchasing decisions; and 79% recognize the Cotton Inc logo and designation.
