THOMASVILLE, N.C. (AP) -- The owners of Carolina Mattress Guild didn't look to consumer research to decide there's a ready market for fire-resistant bedding products.
The date was Jan. 13, 2001, and the small, privately owned firm had just ramped up production in a new factory in Thomasville, N.C., when some bedding materials caught fire on the plant floor.
All 85 employees escaped, but the blaze consumed the inventory and equipment, causing nearly $3 million in damages. The enormity of the destruction stayed with owners Kathy and Neal Grigg, both veterans of the home furnishings industry.
``We saw what happens when foam burns,'' Neal Grigg said.
Production resumed a couple of weeks later in a rented space a few miles away. Work also began immediately on developing a new line of bedding that could meet tough new open-flame mattress standards being proposed by the state of California.
Carolina Mattress Guild introduced its ``Safe Dreams'' line in April at the International Home Furnishings Market. Kathy Grigg believes the line will distinguish the small company from much larger rivals such as Sealy Corp. and Serta Inc.
``This something we knew we could do and we spent a lot of time on it,'' she said.
Several weeks after the fire, Carolina Mattress Guild's owners and workers were back in a new plant with a newfound mission. The company began testing different kinds of technology, looking for one that could meet the safety requirements without sacrificing comfort.
Eventually, Carolina Mattress Guild teamed up with Elk Technologies, which is known for making fire-resistant building materials, particularly for the roofing industry.
Elk Technologies developed a fire barrier, which met the bedding maker's goals for flame resistance and comfort. The barrier is quilted to the ticking, the strong material used for casings of mattresses.
The barrier also is used in the box spring on the bedding sets, which will retail from $599 to about $1,200. The company began shipping last month to retailers in the mid-Atlantic area but also can ship to all 50 states.
California's fire safety standard for bedding is likely to become a national requirement, said Jim Long, North Carolina's insurance commissioner.
``Fires that begin in the bedroom are often the most deadly,'' said Long, who also serves as North Carolina's state fire marshal. ``Household occupants who are sleeping many be unable to awaken in time to save their lives or those of their loved ones.''
Miles Bristow, a spokesman for the California Department of Consumer Affairs, said his state's new fire-resistant standard is to be in effect on Jan. 1.
``We think the cost to consumers will be moderate,'' he said. ``People are willing to pay a reasonable cost for more safety.''
