Award-winning US bedding brand Purecare reflects on another successful January Furniture Show as well as reemphasising the importance of wellness and introducing its new mattress, PureLay.

It’s been no secret of the success Purecare has had since entering the UK market at the January Furniture Show 2024. Roll on a year, the brand has continued to make waves in the bedding industry with its award-winning mattress protectors, bamboo sheets, innovative pillows and more. At the heart of Purecare’s mission is wellness and how retailers can take advantage of this growing movement where mental health, sleep and general wellbeing are more important than ever.

It’s a culture shift that Purecare’s products are a perfect fit for, especially in the UK where the wellness market has seen significant growth since the Covid pandemic. In 2022, the wellness industry reached 131% of its pre-pandemic (2019) market value, ranking first globally, according to data from the Global Wellness Institute (GWI). The UK was also one of the two fastest-growing wellness markets since 2020, growing 19.4% annually, just behind Mexico at 25.2%.

The UK wellness market hit a record valuation of $170.5 billion (£138.7bn) in the pre-pandemic year of 2019, which has grown to $224 billion (£182bn) in 2022. “The UK has one of the world’s largest, most diverse, and resilient wellness economies. The British public are very sophisticated wellness consumers,” said Katherine Johnston, GWI senior researcher.

That’s why Purecare positions itself perfectly for retailers to help consumers on their wellness journey. “With every fiber of our being – with every stitch of our fabric – we care about the wellbeing of everybody and every body,” says Johan Bosman, Senior Vice President of Global Business Development. “We start with the most premium materials and finesse each product with precision-fit™ design features before finishing with outstanding quality control.

“From our award-winning aromatherapy-enhanced mattress protection, to supple sheets and patented pillows, our products are designed to take care of you.”

The January Furniture Show 2025 was another platform for Purecare to further spread its message and display its ever-growing collection of wellness-inspired products. It’s fair to say that Purecare delivered another positive show – marking its second JFS in style.

“Following a highly successful debut year in the UK furniture industry, we made a lasting impression at the January Furniture Show 2025 once again, unveiling our latest innovations in sleep wellness,” Johan said. “With a growing reputation as the go-to brand for premium mattress protection and sleep accessories, Purecare captivated retailers with our commitment to enhancing sleep quality through advanced technology and luxury materials.”

Among the standout launches at this year’s show was Purecare’s brand-new Bamboo Silk sheet range. Johan explained: “Designed with a perfect blend of softness, durability, and breathability, these sheets offer a luxurious sleep experience while supporting overall wellness. Made from eco-friendly bamboo silk, the range is naturally hypoallergenic, moisture-wicking, and temperature-regulating, ensuring a cool and comfortable night’s rest. Retailers welcomed the new addition as an ideal complement to Purecare’s existing premium bedding solutions.”

Maintaining its winning formula for sleep wellness, while building on its reputation for sleep-enhancing innovation, Purecare also showcased its award-winning mattress protectors and pillows, reaffirming its commitment to quality and customer satisfaction. The brand’s OmniGuard Advance Mattress Protector, which recently received the prestigious Good Housekeeping Award, was a major highlight, drawing attention for its superior protection and breathable design.

Furthermore, Purecare’s Advanced Cooling Pillow Collection – the brand’s cutting-edge cooling pillows – continued to generate excitement, offering retailers a variety of options tailored to different sleep styles, as Johan continued: “Our Nano Memory Foam Pillow is infused with Memory Foam Crumb and PureCool thermoregulating fabric. This pillow delivers optimal comfort while ensuring temperature regulation for a consistently cool sleep environment.

“Our Groove Contouring Memory Foam Pillow is designed with front sleepers in mind. This pillow provides adaptive support with a thinner core and zoned airflow technology for a refreshing sleep experience.

“Meanwhile, our Wave Pillow features dual layers of Gel Memory Foam and Memory Foam. This pillow is tailored for side and back sleepers, delivering targeted pressure relief and a luxuriously cool-to-the-touch surface.”

The show provided another opportunity to further its partnerships within the industry, with retailers often praising the innovation and success that Purecare has already achieved. Paul Lake, Purecare UK and Europe, echoed this sentiment: “The response at the January Furniture Show 2025 has been brilliant. Retailers were particularly impressed with our new Bamboo Silk sheet range, as well as our award-winning mattress protectors and cooling pillows.

“We were able to strengthen our partnerships and industry influence with key retail groups. Having secured our position as the only official mattress protector supplier to the AIS Buying Group in the Beds Category and an approved supplier to the Minerva Buying Group, Purecare remains a trusted leader in the sleep solutions industry.

“We’re dedicated to make the home the heart of wellness, and it’s exciting to see how our innovative sleep solutions continue to resonate with the market.”

For retailers looking to enhance their product offerings with Purecare’s award-winning sleep essentials, please contact sales@purecarehome.co.uk for more information.

Introducing PureLay

Another exciting launch during the January Furniture Show 2025 saw the introduction of its new Ultimate Back-Care Collection, the PureLay mattress.

PureLay, a brand dedicated to enhancing sleep through Natural Wellness Latex, launched three innovative mattress ranges at JFS. Designed to address one of the biggest sleep disturbances, heat buildup, this new collection combines the cooling and breathable properties of PureLay Latex with natural fillings, including wool, cotton, cashmere, and silk, all designed to create a luxurious and temperature-regulating sleep experience.

The reaction from retailers and industry professionals was “overwhelmingly positive”, with praise for the range’s design, feel, and wellness-driven concept. With a Spring 2025 rollout planned, excitement is already building around PureLay’s fresh approach to back care and sleep health.

“PureLay’s new range is engineered for those who prioritise back care and firm support without compromising on comfort,” said Gowsh, National Sales Manager at PureLay. “As hybrid mattresses, they combine the natural elasticity and breathability of PureLay Latex with a firm ortho-zoned pocket spring system—ensuring optimal spinal alignment, pressure relief, and airflow throughout the night.

“Designed specifically for those who prefer a firmer sleep surface, this collection is the ultimate back-care solution for wellness-conscious sleepers. The blend of natural materials and advanced support technologies positions PureLay as a game-changer in the mattress market.”

The January Furniture Show provided the perfect platform to showcase PureLay’s innovative vision. The brand’s commitment to natural materials, enhanced breathability, and orthopaedic support resonated strongly with industry experts and retailers alike.

“The feedback from the show has been extremely positive,” Gowsh added. “PureLay is designed to look great, feel extremely supportive while remaining comfortable, and offer a strong retail presence. Customers are actively seeking solutions for heat buildup and inadequate support. With this collection, we’ve answered that need by blending breathable, cooling materials with firm, orthopaedic support. The response at the show was fantastic – retailers are excited about the wellness-driven approach we’re bringing to the market.”

In addition to its innovative mattress collection, PureLay is also introducing a range of unique latex mattress toppers, designed to provide an extra layer of breathability, comfort, and targeted support. These toppers, also made with PureLay Natural Latex, enhance the sleeping experience by pressure points, and improving spinal alignment.

“PureLay’s core philosophy is simple: better sleep leads to better well-being,” Gowsh continued. “With a focus on revitalisation and energy restoration, we’re committed to creating sleep solutions that leave sleepers feeling refreshed each morning.

“Additionally, with fast delivery options, PureLay presents an excellent opportunity for sleep retailers looking to offer premium, wellness-focused mattresses and accessories without long lead times.

“With the January launch a success, we’re set to officially roll out the PureLay collection in Spring 2025, bringing cooling, orthopaedic support, and natural luxury to a market that increasingly values sleep wellness.

“As the demand for natural, breathable, and supportive sleep solutions continues to grow, PureLay is positioning itself as a leader in premium hybrid mattresses and accessories – offering a collection that not only ensures comfort but actively promotes long-term sleep health.”

To find out more, contact sales@purelay.co.uk.