Furniture industry leader Rotman eyes lucrative latex market
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Steven Rotman.
Worcester furniture salesman Steve Rotman is now trying his hand at manufacturing the product used in many home furnishings. President and CEO of Rotman’s Furniture in Worcester, Rotman was named in February the CEO of Vystar Corp., a formerly Atlanta-based manufacturer of Vytex latex that relocated to Worcester upon Rotman’s appointment. Last month, Vystar Corp. purchased NHS Holdings, the exclusive U.S. distributor of Vytex. In a phone interview, Rotman told the WBJ about his new business venture leading the new Worcester company.
How long have you had a relationship with Vystar?
I was involved through its distributor, NHS Holdings. We were doing very well, and the company looked at us and said, “This might be good to do in-house.” I became CEO and moved my company into Vystar so it could be more geared toward vertical integration.
What makes Vystar’s product superior?
We take out the proteins, which allows it to become non-allergenic and biodegradable. Then, we use it for different purposes. It makes latex very smooth. It can be used for injection molding, printing, for clothing or making foam.
In what fields is the product used?
A lot of items currently made out of plastic like hospital items like gloves, uniforms and catheters are being switched to latex.
In the mattress field, a lot of companies are using polyurethane foam, an oil-based product. It uses gases and chemicals in the process, and a lot of people now are looking for a natural approach to sleep.
The same thing is happening in home furnishings. Inside of sofas, cushions – instead of using polyurethane foam, people are switching to latex.
Does that company do business with Rotman’s Furniture?
They didn’t do work directly. Vystar worked with manufacturers on production of mattresses and manufacturers worked with Rotman’s. It’s sort of an indirect relationship rather than a direct relationship.
What is the benefit of owning the distributor, NHS Holdings?
There are a lot of benefits. Now, Vystar is a company not only working on production side of latex, but also marketing, advertising and development of product. We work with developers right now in 11 countries like Guatemala, India, Malaysia, SIngapore, Vietnam, China and Thailand.
Are any local companies using the material?
Jeffco Fibres in Webster uses the latex to make mattresses. Also Goldbond in Connecticut and Spring Air in Boston.
Are you looking to partner with any other U.S. companies?
We’re working with one company to make bra cups out of latex. The company is thinking of changing the way it makes bras, which are made out of lacy fabric and are not overly comfortable. The product is in trials now.
We’re also working with some foundations sending condoms to Africa because of the product’s non-allergenic properties, and we’re in conversations with Disney on balloons.
This interview was conducted and edited for length and clarity by WBJ Staff Writer Zachary Comeau.
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