Home / Knowledge / News / Textiles / AllerEase introducing refreshed brand image & new products
AllerEase introducing refreshed brand image & new products
Sep '11
American Textile Company (ATC), the leader in the allergy bedding category with the AllerEase brand, is taking a consumer-oriented approach to the category. “We took a fresh look at the allergy market and our target consumer,” said Mette Odom, Vice President of Marketing for ATC.

“Our consumer 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.” The Company conducted in-depth consumer research to better understand the consumer's mindset, buying habits and purchasing triggers which provide the foundation for the new direction for AllerEase.

Visitors to the ATC showroom at Market will experience the new look and feel of AllerEase with redesigned product, packaging and messaging for the brand. Product benefits include allergy protection, waterproof protection, bed bug protection and hot water washability. “Our consumers really told us what they want and need from their bedding products and we designed our products to meet each of those needs.” AllerEase will introduce new product constructions as well as products outside the utility bedding category. “Allergy bedding doesn't have to be plain white. We want to show our consumers that they can still have style while enjoying all of the protective benefits of our products,” said Odom.

The marketing strategy for AllerEase will include an increased focus on reaching consumers at all touch points, with increased emphasis on social media. “Moms are heavily engaged with brands in social media and we want to assure that we can develop a relationship where she spends a lot of her time,” said Odom.

American Textile Company is committed to providing innovative sleep products rooted in “Sound Science, Sound Sleep” that provide health/wellness benefits increasing overall sleep comfort. ATC is a leading supplier of quality mattress and pillow protectors, bed pillows and mattress pads that improve the quality of sleep. Brands include AllerEase bedding with allergen protection; and Rest Right TM high performance bedding. Products are available at large and small retailers across the United States and Canada.

American Textile Company (ATC)

Must ReadView All

Textiles | On 7th Dec 2016

New Texprocil chairman bats for increased UPI adoption

Ujwal Lahoti, the new Cotton Textile Export Promotion Council...

RBI Governor Urjit Patel addressing a press conference. Courtesy: Youtube

Textiles | On 7th Dec 2016

Defying expectations, RBI keeps repo rate unchanged

Defying market expectations, the Monetary Policy Committee (MPC) of...

The new OJ 59/1 B. Courtesy: Karl Mayer

Textiles | On 7th Dec 2016

Karl Mayer unveils new LACE.EXPRESS model for apparel

Germany’s leading textile machinery firm, Karl Mayer, has launched a...

Interviews View All

Jim Desai
Blaiva Fabricaa

Fashion industry likely to remain labour-intensive in coming years

Evelyne Cholet

‘France had a reputation of being big in new ideas, but poor in marketing...

Vasanth Kumar
Max Fashion India

‘Traditional high-street retailers are now willing to offer franchisees to ...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Pranav Mishra

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Sonam & Paras Modi

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

December 2016

December 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Advanced Search