Piana Sleep is on a mission to push the sleep industry toward a more sustainable future.
CARTERSVILLE, Ga. – Newcomer bedding brand Piana Sleep is set to make a bold statement in the bedding industry with its growing lineup of mattresses made with sustainable and bio-based materials.
In June, the company, a division of Piana Technology, introduced its first Piana-branded mattresses featuring a blend of bio-based foams and its proprietary V/Smart fiber technology.
The domestically produced mattresses, priced to retail from $2,199 to $2,999, offer what the company calls a sleep solution that helps create “healthy people and a healthy planet.” The company is working on a foam-free lineup of mattresses set for introduction in 2025.
The secret behind the mattress designs is the company’s V/Smart technology that features vertically arranged fibers that create a high-loft, nonwoven design. The material, which can be used as a replacement for traditional foam, is non-toxic, odor-free and VOC-free.
The product design is part of the company’s ethos to build products that have as little impact on the environment as possible while delivering a healthy sleep experience for consumers.
Steeped in a rich history dating back to 1582 when the Piana family opened its first factory in Biella, Italy, the company evolved to dying fiber for traditional textiles. In 1995, the company opened its first U.S. dye facility in Georgia where it operates today supplying nonwovens, FR solutions, digital fiber printing and more for the mattress, upholstery, automotive and other industries.
Piana Technology is focused on replacing conventional materials with socially and environmentally responsible technologies. The company jumped into the U.S. market as a textile and components supplier with sights set on pushing sustainable, eco-friendly materials through the supply chain to mattress makers. Adoption of the concept has been slower than anticipated; hence, Piana Sleep was born.
Its patent-pending mattress brand Rinnovo is beginning to pop up on retail floors across the U.S. with a sustainability story unlike the ones other mattress makers tout.
The beds are completely circular. At the end of the mattress’ life, Piana Sleep will take the mattress back, deconstruct it and create new things from the parts. The company plans to open a recycling facility at its headquarters next year to facilitate the take-back program.
“Our objective is to be a catalyst toward the change we want to see,” said Andrea Piana, CEO of Piana Technology. “There’s something cool about being a misfit in the industry. We’re rebels by nature. If it were easy, everyone would be doing it.
“If there’s something I could give to my kids, it would be to never be boring,” he added. “Be a rebel; be a misfit. It’s how you change the world.”
That attitude of pushing boundaries resulted in the Rinnovo lineup built with renewable and recycled materials. Silvia Galasso, executive vice president, said the company’s innovative spirit helped develop the mattresses with a laser-focused passion on minimizing environmental impact without compromising comfort.
“V/Smart behaves like foam without the negative impact on the environment, and we can tweak it to change the density and customize it with aromatherapy, cooling and antimicrobial materials,” Galasso said. “We will be the powerhouse of sustainability and smart technologies.”
The base for the mattress, V/Smart, the company said, offers continuous air flow and moisture protection through its woven design. In the Rinnovo line, the top mattress layers are infused with lavender molecules through the Piana’s technology for dust mite protection and enhanced sleep. SmartSilver technology in the line offers protection from bacteria and mold for a cleaner sleep, and the beds also incorporate CoolComfort technology.
The silver and lavender help keep the “nasties out of the mattress,” Galasso said.
Galasso said Piana Sleep’s growing mattress offering is setting the stage for what lies ahead in the industry for circularity and sustainability.
“We’re setting an example for others,” she said. “We’re showing them that they can make products that don’t sacrifice comfort and performance but are also healthy for people and for the planet. We are always pushing to do things in a different way. If we go out there and try to compete in the same old ways, we won’t be successful. We’re taking more of a blue ocean approach to the category, and we’re confident in our strategy.”
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