Seeking to fill the niche for an all-natural mattress line with GOTS-certified organic materials, Eclipse International plans to introduce a proprietary, natural latex bedding line under the brand Natural Dreams Pure Talalay. The collection will be priced to retail from $1,999 to $7,999.
“There is strong demand for a 100-percent natural Talalay latex line that offers all-natural cotton and wool components. Our in-house research and development team has designed Natural Dreams to meet the demands of the discerning consumer who prefers a more natural product,” said Stuart Carlitz, president and chief executive officer of Eclipse International. “After several years manufacturing the Pure Bliss line, we harnessed best practices and input from our licensees and retailers. From that experience in the segment and the wealth of feedback from our partners, we’ve decided to develop our own latex brand and give retailers and consumers a selection of all-natural options at a range of prices for a complete merchandising package.”
Natural Dreams will feature 100 percent, natural Talalay latex, GOTS-certified organic wool and organic cotton components.
The brand will also feature Eclipse’s WAVE-TECH, a latex that offers surface modified technology sculpted with five zones to deliver more support for the hips, lower back, shoulders and other key pressure points. Hybrid models featuring Talalay latex over innersprings will be introduced at somewhat lower, affordable price points from $1,499 to $1,799.
Eclipse has secured the EmBrace name from Knickerbocker for use in conjunction with a new collection EmBrace Pure Talalay, which will be an exact replica of the Pure Bliss line that the company had been producing until earlier this year.
For both new brands, Eclipse will institute a Brand Standardized Pricing program – similar to MMAP pricing – which will protect margins and safeguard retailers from trans-shipping of product.
EmBrace Pure Talalay replaces the company’s Pure Bliss line of mattresses that had been manufactured through an exclusive partnership between Eclipse International and Talalay Global since 2017. When Talalay Global filed for Chapter 11 bankruptcy protection last year, it set aside agreements and leases, including its Pure Bliss agreement with Eclipse International. Eclipse used the interim period of time to assess what its next steps in the category would be and decided to design and produce its own brand using its intellectual property.
About Eclipse International: 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 six brands – Eclipse, Eastman House, Ernest Hemingway, Natural Dreams, Velika 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 77 licensees worldwide.