Buoyed by growth in the luxury sleep category, Eclipse International’s Velika, its new two-sided European-style luxury sleep set, has become one of the company’s fastest selling introductions since it was launched. In its initial rollout in the Northeast, Velika has become one of the most profitable slots on the sales floors of many independent retailers in the region who did not have access to luxury product from other brands because of the size of their businesses.
Involving 14 retailers operating a total of 17 stores, the introduction of the new sleep set highlighted its versatility. Proving successful in a variety of merchandising formats, Velika sold well despite its premium retail price of approximately $7,999 in king. Promoted as an ensemble that includes mattress, foundation and duvet, the hand-tufted Velika has a distinct look and feel created by eco-friendly New Zealand wool, cotton and anti-microbial Talalay latex. The mattress features the LifeEdge innerspring unit which delivers edge-to-edge support without foam encasement.
Because of Velika’s initial success, Eclipse is rapidly expanding the bed’s presence throughout the U.S. and internationally.
“We knew Velika would be successful because of its hand craftsmanship and the use of some of the finest eco-friendly materials available, but it has far exceeded our expectations particularly with smaller retailers who were previously shunned by larger luxury brands who did not want to work with them,” said Stuart Carlitz, CEO of Eclipse International. “The strengthening of the luxury bedding category is evident because it has been successful with retailers who focus on upper-end products, as well as those who cater to more price-sensitive consumers. One dealer in the Northeast sold 23 sets in the first 90 days it was on the floor, and the margin dollars were significant.”
Velika, which is Slavic for “great,” also works well with a retailer’s omnichannel strategy since the product can be sold online. Carlitz said Eclipse has developed a direct marketing plan that seamlessly integrates e-commerce into a dealer’s sales process giving consumers the ability to shop online, in the store, or a combination of the two.
“Velika is a statement piece on the retail floor that actually sells. Further, when it’s floored, it increases the overall AUSP because there are consumers who may not have the ability to spend nearly $8,000, but they will spend $4,000 or $5,000. Putting Velika on the floor helps profitability in the entire showroom,” Carlitz added.
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, Van Vorst, Ernest Hemingway, Pure Talalay Bliss 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.