Home & Textiles Today, March 19, 2014 By Julie Murphy
BOULDER, Colo. – 37.5, the rebranded Cocona, this week debuted a new sleep system that will begin rolling out with retail partners. Earlier this week, the company also added to its senior management team to expand the brand.
Effective March 17, apparel visionary Scott Branscum has come on board as executive vp overseeing merchandising, marketing and sales on a global basis. He has over 20 years of brand building and merchandising expertise with companies such as Tumi Outerwear, Massif, Perry Ellis International, Eddie Bauer and Cutter & Buck.
“Scott brings a merchandising capability we think is critically important,” ceo Jeff Bowman told H&TT.
The sleep system, which uses 37.5’s patented technology to capture and release moisture vapor, includes mattress covers, sheets, comforters and pillow cases. 37.5 refers to 37.5 degrees Celsius, the temperature at which the company asserts to the optimum core body temperature for healthy sleep. The body is also best in an environment of 37.5% humidity, according to the company. The idea behind the system is that it brings sleepers to the ideal body temperature and moisture level – then keeps them there.