Capitalizing on the popularity of American luxury brands in China, a new Eclipse International licensee will open as many as 1,000 mattress specialty stores dedicated to the company’s Ernest Hemingway brand over the next five years.
The licensee, Shenzhen Huasheng Home Furnishing Group Co., Ltd., plans to open approximately 250 of the Ernest Hemingway Mattress stores within next year. The remainder of the retail chain will be built out over the next five years. All the stores will be opened in furniture malls, a popular shopping concept in China in which virtually all tenants sell some type of home furnishings.
“This is an incredible opportunity for us to grow our Ernest Hemingway brand internationally in ways we could not have imagined when we re-launched it earlier this year,” said Stuart Carlitz, chief executive officer of Eclipse International. “The demand for American luxury brands has not subsided in China, and Ernest Hemingway is about as American as it gets. His legend still resonates worldwide.”
The initial store rollout will concentrate on major cities such as Beijing, Shanghai, Shenzhen and Guangzhou, while future plans call for additional locations in second- and third-tier cities.
“Our aggressive rollout of the Hemingway mattress stores will help grow our partnership with Eclipse International,” said Ben Wu, the owner of Shenzhen Huasheng Home Furnishing Group Co., Ltd. “The stores are a key component of our growth strategy.”
Eclipse continues to grow its footprint in the Asian market. The Hemingway stores will be in addition to Eclipse branded mattress specialty stores that are being opened by another Eclipse licensee, Shenzhen Meiting Creating Furnishing Co. That company is in the midst of opening more than 100 stores. About a third of those have already opened, and the remainder are scheduled to open during the next two years.
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 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, 16 in the U.S., two in Canada and 42 overseas servicing 65 countries or provinces.