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Caber ends partnership with Protect-A-Bed, launches new coverings strategy PDF Print E-mail
Written by Michael J. Knell   
MARKHAM, Ontario (09 January 2012) - Caber Sure Fit has ended its ten-year partnership with Protect-A-Bed and will embark on a new ‘coverings' strategy at the Canadian Home Furnishings Market (TCHFM) this coming weekend, when it will introduce its DreamSerene line of mattress and pillow encasements to retailers.

Expected to ship by spring 2012, Caber said DreamSerene is the result of a $1 million investment and research program and was created not only with the consumers' needs in mind, but with their input.

In addition to providing protection against wear and tear, allergens and bed bugs while promoting rest and rejuvenation, the new line will feature tiered product categories - labeled ‘value', ‘good', ‘better' and ‘best' - to provide the customer the specifics benefits they are looking for.

The program will also provide training and resource materials - including a comprehensive product guide - to retailers taking part in the program.

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Bernard Weinstein
"It has always been our goal to bring a mattress protection line to market that benefits both our vendor and consumer clientele," Bernard Weinstein, Caber Sure Fit's president and chief executive officer said in a statement. "This new DreamSerene line will give retailers the tools they need to enhance customer service and allow consumers to choose from a greater variety of products."

Weinstein said DreamSerene encasements have a variety of features including bed bug barriers that are 100% bite proof; allergy shields to guard against dust mites and other microscopic allergens; waterproofing; and, antimicrobial protection that should kill 99.9% of those bacteria commonly found in beds.

The company also said the line has received Health Canada's ‘Class 1 Medical Devise' classification. All DreamSerene products are machine washable and come with warranty protection.

"We have conducted extensive market research and enforced scrupulous testing to ensure that this new line of products exceeds everyone's expectations," says Weinstein. "These latest developments are an opportunity for us to put our stamp on mattress protection and further demonstrate that we're dedicated to enhancing their lives."

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Caber Sure Fit's logo for its DreamSerene program, set for launch at TCHFM 2012.

In an interview with Home Goods Online, Weinstein said the split from Protect-A-Bed was amicable and the result of Caber's changing priorities after the acquisition of Sure Fit in early 2010. "We reached a stage where were our vision changed and we want to do more than be a distributor," he said.

Although many think them out of fashion, slip covers for upholstery seem to be making a resurgence. For example, in addition a line of traditional covers for sofas, loveseats, recliners, dining chairs and other seats, Caber Sure Fit is currently marketing a pet-friendly cover for most upholstery pieces.

"Our new tag line is ‘covering what matters'," Weinstein said, pointing out that regardless of the specific product involved, Caber wants to add functionality and colour to the idea of protection.

"When it comes to protection, we want to be all things to all people," he continued. "We are adding a new dimension to the slip cover and TCHFM will be our coming out party."

Weinstein said he expects the transition to the new brand to be seamless and doesn't anticipate any service disruptions to the company's existing retail network.

During TCHFM 2012, Caber Sure Fit will be located in space 5006 in Hall 5 of the International Centre.

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