Setting the stage for market share expansion in China, mattress manufacturer, Eclipse International, is entering into a joint venture with its Chinese licensee, Shenzhen Meiting Creation Furnishing Co., to open more than 100 mattress specialty stores dedicated to the brand, throughout the country. The first batch of new stores will open later this year, and the remaining will roll out over three years.
“There is a huge appetite in China for U.S. branded luxury goods and our portfolio of brands has been so well received by consumers there. These retail stores will take our 15-year partnership with Shenzhen Meiting to the next level. They are terrific retailers and we are excited to be expanding our partnership,” said Stuart Carlitz, CEO of Eclipse International.
The retail stores will be concentrated in first- and second-tier cities in each Chinese province, and the rollout plan includes stores in Beijing, Shanghai, Shenzhen, Guangzhou and Nanjing.
Under the leadership of founder Baocai Huang, Shenzhen Meiting produces furniture for some 300 company-owned furniture stores in China, as well as other distribution channels throughout the country. The company has been a licensing partner of Eclipse since 2003.
“The Eclipse brand is a pivotal component in our strategic future,” said Huang. “We’ve had a long, rewarding partnership with Eclipse, and the rollout of Eclipse stores will only make it better.”
About Eclipse: North Brunswick, New Jersey-based Eclipse International has been making mattresses since 1866. Known for its design innovation in creating advanced sleep products, the company has an extensive global licensing network that distributes mattresses under five brands – Eclipse, Eastman House, Van Vorst, Ernest Hemingway and BIA. A well-established leader in the bedding industry, Eclipse designs products crafted with high quality components, including latex, memory foam, gel and eco-friendly materials. The company holds a number of patents that deliver superb support throughout the product line. Today, the company has 65 licensees, 17 domestic and 48 overseas servicing 65 countries or provinces.