“We’re mattress geeks,” he says. “We love this stuff. We’re passionate about it. A lot of manufacturers out there are building beds based on a marketing story." Owner, Brian Croft, talks to industry leader publication BedTimes Magazine. Read the full story here. https://bedtimesmagazine.com/2019/02/think-straight-factory-directs/
Built to a Better Standard – A More Thoughtful Approach to Design Mattresses
There is a new trend in the mattress industry – shrinking warranty lengths. The industry is pushing the idea that a mattress should only last 5-7 years so that people buy mattresses more often than every 10-20 years. It may be a poor business decision on our end to be mavericks on this one, but we would rather you have the best night’s sleep possible and a quality product that lasts than to sell “throw away” mattresses. When customers are happy with their mattress, they come back to us to buy their children’s mattresses and to buy guest beds, and often times refer their family and friends. This eliminates the need to heavily invest in advertisement – which keeps our prices low.
Only the highest quality materials are used in building our mattresses. For starters, our basic coils and traditional foams are higher quality than the kinds used by any national brand. But, that’s not what our focus is. We like to use materials that others neglect because of cost. We invest in a low advertising budget, so that we can afford to put the more sophisticated materials in our mattresses without our customers paying any extra for them. A great example of the Joplimo difference in design is the use of Omalon foam as the support core in our memory foam and gel memory foam mattresses. The industry uses furniture grade polyurethane foam. If anyone has ever bought a new couch and experienced the cushions most frequently used softening over time, they understand that a mattress with the same type of foam as the support under the layers of memory foam will also soften over time. This softening typically causes a lack of support and a body impression you can feel but not see. Since the industry only permits warranty claims on visual body impressions, a customer who experiences this softening of foam mattress usually is left unsettled and uncomfortable. Omalon foam has a different cell structure than furniture grade polyurethane foam. The cells in Omalon are horizontally structured in a way you would see bricks positioned, which allow for a greater surface area to handle wear and tear of nightly use. Furniture grade
polyurethane foam have cells that would be the equivalent of laying bricks opposite than you would ever see them positioned, which greatly reduces surface area and therefore breaks down faster over time.