January 7, 2015 —
I believe there are three main reasons people make or sell organic mattresses: They believe in following a certain lifestyle, they see an opportunity to make money —or both.
The Organic Trade Association’s (OTA) annual industry survey shows that organic sales in the U.S. jumped to $35.1 billion in 2013 (the fastest growth in the last five years); it estimates that could increase by 12 percent or more this year. The OTA is a membership-based business association (more than 60 percent are small businesses) that promotes organic trade and represents business across the supply chain addressing food, fiber/textiles, personal care products, etc. That said, fiber products like clothing, linens and mattresses represent the largest share of the $2.5 billion organic non-food market. There’s money to be made.
Consumers are buying more organic products. Just ask mattress manufacturers.
“Demand for organic mattresses and bedding is following the rise in demand for organic food,” said John Howard-Smith, director of marketing and business development for Savvy Rest. “People, rightfully I think, were initially most concerned about whether the products they ingest contain toxic chemicals. As research mounted about the harmful effects of these chemicals, more and more people began searching for organic and natural food. Similarly, over the last several years there has been a growing awareness of the toxic chemicals used in the production of mattress and bedding components. As the research mounted (and continues to mount) about how these chemicals affect the endocrine system, childhood brain development, obesity, etc. people in increasing numbers have begun to look for mattresses that won’t be leaking toxic chemicals into the air while they sleep.”
Angela Owen, founder and Sleep Diva at Suite Sleep adds that while organic has become more popular over the last decade and the interest was originally driven by consumers, now manufacturers (and bigger brands) are jumping in and their product marketing is driving even more interest in the category.
Kurt Ling, CEO for Organic Mattress, Inc. (OMI) says consumers have more organic options now. “Two things have changed in the last few years. First, the consumer has seen so many more organic and natural offerings in terms of products and specialty retailers carrying them. The growth of Whole Foods or Sprouts grocery stores are great examples. Additionally, significant brands have paved the way for consumers to buy more organic and natural products; Aveda cosmetics and Cisco Brothers furniture for example. Second, the consumer has been able to buy more organic and natural products in mainstream retail rather than just specialty retailers. Organics and more natural products are literally everywhere.”
The organic market has changed a great deal as it has grown, not only in product options and number of suppliers but even in the standards and certifications. “A decade ago the organic standard was based on what could be certified as grown or raised organically,” Owen said. “Now the certifiers are jumping on the bandwagon and are certifying more of the raw materials. Today if you say organic the wool has to be organic and the cotton and the latex can be organic, but the Global Organic Textile Standard (GOTS) doesn’t require it to be.”
Suite Sleep is a Colorado manufacturer that uses 100 percent organic cotton and wool fibers, natural rubber and untreated woods in its products.
Delving into the world of certification can be a overwhelming for manufacturers, let alone retailers and consumers. Aside from the GOTS there is GOLS, the Global Organic Latex Standard, which was developed by Peterson Control Union, a recognized organic certifier. There’s Oregon Tilth (OTCO), which certifies the fabric and wool and GREENGUARD Certification, which is the certification for low volatile organic compounds (VOCs) emissions.
And with all of the different types of certification you’d think, ok, it’s certified so it’s organic. Not necessarily. For example, “A textile product carrying the GOTS label grade ‘organic’ must contain a minimum of 95-percent certified organic fibres whereas a product with the label grade ‘made with organic’ must contain a minimum of 70-percent certified organic fibres” according to the GOTS website.
All along the way, with every test and every certification, money changes hands. Manufacturers can spend hundreds of thousands of dollars a year chasing after certifications. Needless to say, organic mattresses are not inexpensive.
Owen says that for her company, it doesn’t make sense to chase the certifications any more. While certifications and standards have their benefits, Owen would rather buy her wool from a shepherd in the U.S., one she knows is natural and truly organic and that is mindful of its carbon footprint (but not a certified supplier) versus importing wool from New Zealand (certified) which she says is “poor quality, factory farmed, and has a bad carbon footprint.”
Suite Sleep’s Little Lamb line of organic bedding and mattresses fills a need for parents. Owens, in fact, got into the industry because she struggled to find organic mattresses for her own children.
“We still think the U.S. has a viable wool business that we can support,” Owen said. “As soon as we made that decision we couldn’t call our product organic; the certifiers have become very aggressive and very expensive. Every single person (and) company that touches the raw material has to be certified and has to pay to play. All of us who are the grassroots of the business got kicked out of the club. The masses jumped on the bandwagon and then it got co-opted by the certifiers and the corporations. GOTS 4.0 is the latest standard. If we’re talking purity—carbon footprint, sustainable practices—the GOTS standard isn’t delivering. And maybe it shouldn’t, but consumers should know that.”
In moving away from categorizing her company as organic, Owen again takes cues from the food industry and consumers. The farm-to-table movement is growing and she’s looking to create the ‘barn to boudoir’ movement in mattresses.
“Some consumers are getting green fatigue,” she said. “People are guilted into organic. But, they’re excited about buying from the farmers and talking to the people who actually make the products. That trumps organic all day long if you can get the story to the consumer and build the trust.”
Organic Mattress, Inc. (OMI) is a large-scale 100 percent organic factory; its handmade mattresses are manufactured in Northern California.
There are lots of questions when it comes to organic products but retailers shouldn’t feel overwhelmed because there are plenty of resources. Many organic manufacturers strive to educate their retail customers and consumers on what it means to be organic.
Their websites are filled with explanations of certifications and blogs that talk about the difference between organic, green or eco-friendly. OMI’s site offers caveats on greenwashing and what questions retailers and consumers can ask about the products they’re buying. Savvy Rest’s site has posts that run the gamut from the health benefits of a good night’s sleep to ways to live naturally. Suite Sleep’s Owen is on the board of directors for the Specialty Sleep Association, which has put together a website—bedfax.org—designed to “provide consumers with transparent information and education on what is inside their mattresses and allows manufacturers to demonstrate their commitment to transparency.”
Savvy Rest’s organic mattresses are made in Virginia from natural latex rubber, certified organic wool and certified organic cotton.
“The single most important thing most retailers don’t know about our category is how big it already is and how much it is growing,” Ling said. “Research says eight out of 10 consumers buy organics every month. They see it everywhere and not only want it but are willing to pay for it.”
Howard-Smith says the organic sector is no longer just for the stereotypical ‘green’ customer. “Almost 90 percent of households last year purchased organic food at some point and these same people are becoming aware of chemicals in household furnishings and bedding. The organic customer isn’t just the ‘tree hugger’ anymore, it’s usually just the individual who has learned that there are lots of chemicals in their mattresses and they’d rather not deal with that. I also think that most retailers are surprised to find out you don’t need to spend a fortune to get an organic mattress and that an organic mattress can be extremely comfortable. Our products retail in the same level as most leading traditional brands and feel great too.”
Owen’s advice to retailers is to “find the stories you like from the manufacturers you like and tell them; that’s what consumers are looking for and they will become your biggest fan and share your story and your information everywhere.”
Thinking About Going Organic? Here’s what you need to know
Product knowledge is key in the home furnishings industry, perhaps even more so when it comes to mattresses and especially organic mattresses. Suite Sleep’s Angela Owen has compiled this list of questions retailers should ask their suppliers when considering different lines.
What components are organic? Are they certified? What percentage is organic?
Has the finished product been certified or tested for the claims being made? If not, have the components been certified or tested?
Are the components “bio-based” like cotton, wool, latex, Tencel®, rayon from bamboo?
Is the mattress biodegradable or does it have biodegradable components?
Is the foam component a natural material like latex? What percent of the latex is natural? Is it a blend?
If the foam isn’t latex, is it CertiPur Certified foams, which have lower VOCs and do not contain PBDEs or Phthalates?
What is the flame retardant (FR) barrier? Is it wool? An FR sock? Does it contain Antimony? Boric acid?
Many FR barriers and materials are safer than in the past, containing PLA (polylactic acid, derived from renewable resources like cornstarch) or PET (polyethylene teraphthalate, a resin used in soda bottles) or a silica fiber (a type of fiberglass derived from sand). These are usually offered by the fiber companies as a more eco-friendly option.
What are the relevant certifications for a mattress?
If you don’t think you are getting the right answer, go further up the ladder.
Want more information?
The Specialty Sleep Association is hosting a GREENGUARD seminar at the Las Vegas Market, Jan. 19 from 4-5:30 p.m. at the World Market Center, C-174. The seminar, “GREENGUARD: Clearing the Air on Chemical Emissions Claims,” is designed for suppliers, manufacturers and retailers who want to understand the GREENGUARD Certification program and how it works.