Manufacturing Today - September/October 2016 - 128

Northeast

Innocor Inc.

innocor says it continues to
look for new ways to reach
out to new categories of
consumers.

Eicher says that development process enables the company to bring
products to market that distinguish
Innocor from competitors.
Those supplier relationships result
in technologies that make sleep more
comfortable or better fit the requirements of furniture manufacturers. Innocor recently introduced several new
specialty foam products that live up to
its promise of innovation. HYPERcor
High Resilience Foam is designed to
enable unparalleled support, durability and malleability and LURAcor Latex
Alternative Foam delivers buoyant, responsive comfort with excellent pressure point relief.
One of the company's most exciting
new products is EVENcor Memory
Foam. EVENcor allows users to enjoy
the same softness in winter as they do
in summer. "The idea is for the consumer experience to be the same over
a broader range of atmospheric conditions," Eicher says.
Gary Reach, vice president of marketing, says the need for a product like
EVENcor arose from Innocor's Consumer Insights research. The company surveyed hundreds of consumers
and found that more than half noticed
128

manufacturing-today.com SEPTEMBER/OCTOBER 2016

a difference in their memory foam
mattresses based on the temperature.
"That was a big problem in the marketplace," Reach says. "We're proud to say
we've found a solution to it."
Innocor strives to innovate at
three different levels within its
products: foam, covers and packaging. The foam is the basic raw material the company uses. Reach says
the company spends a lot of time and
effort working with all vendors to
ensure it has the most cutting-edge
foams, covers and packaging.
Covers include those for the pillows, mattresses and mattress toppers the company manufactures.
With covers, Innocor works to advance the functional capabilities,
aesthetics and feel. Innovation in
packaging often depends on the distribution or retail channel.

Channel Surfing
The flexible nature of foam also
opened up a new distribution model
to fit the shopping habits of modern
consumers. Foam can be rolled up
and packaged for direct-to-consumer
sales through the Sleep Innovations
website. Reach says although con-

sumers are becoming more willing
to buy something online, retail still
plays an important role in the shopping experience. Sixty-five percent of
customers still rely on retailers as the
primary source of information, and of
that group, 90 percent use their phone
to comparison shop while in the store.
Innocor tailors its distribution
channels to fit those varying shopping
methods. "We participate in a lot of
different ways to ensure we have all
of the consumers' shopping desires
covered," Reach explains. "Part of our
goal is to make sure we're focused on
the areas of the market, the paths of
purchase and the channels that are
growing the most."
Innocor's success in supporting retailers while providing the shopping
channels customers want is driven
by its internal research and understanding of the mattress market.
Eicher describes Innocor as a company with a culture of accountability
with clear goals and objectives. "We
make decisions based on data, not on
whims or who screams the loudest in
the room," she explains.
Eicher says there are always thousands of great ideas floating around
at Innocor, but success comes down
to execution, not brilliance. Achieving those goals requires a laser focus
on what needs to be done and Innocor gives employees the freedom
they need to complete their jobs.
Following the merger, the company
brought in new leaders, such as Eicher,
who had experience managing large
and complex businesses. Innocor also
promoted from within to create a mix of
efficient and experienced management.
"It's made for a really strong team of
individuals who have seen success elsewhere, who understand the industry
and are highly motivated to make the
company a success," Eicher says. mt


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Table of Contents for the Digital Edition of Manufacturing Today - September/October 2016

Contents
Manufacturing Today - September/October 2016 - Cover1
Manufacturing Today - September/October 2016 - Cover2
Manufacturing Today - September/October 2016 - 1
Manufacturing Today - September/October 2016 - 2
Manufacturing Today - September/October 2016 - Contents
Manufacturing Today - September/October 2016 - 4
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Manufacturing Today - September/October 2016 - Cover3
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