In bedding, it's good to be 'E'
By David Perry -- Furniture Today, March 16, 2009
NORTH BRUNSWICK, N.J. — A new pressure-mapping program and organic and green offerings will key growth prospects this year for two bedding 'E'-brands, Eclipse and Eastman House.
Those longtime bedding producers, both based here, are positioned to take advantage of growth opportunities this year, according to Stuart Carlitz, CEO for both companies. While the industry faces the prospect of major declines this year, his companies can buck that trend, he said.
“If a second-tier brand positions itself properly,” Carlitz said, “it can take advantage of the many opportunities that a recession brings. Eclipse expects to have a 3% to 5% increase in 2009. And with two additional factories coming on board in 2009, Eastman House is well positioned to provide value in the premium bedding market.”
Both companies, which show together at the Las Vegas Market, enjoyed excellent markets at the show that kicks off the bedding season, according to Carlitz. Retail traffic was moderate to steady, he said, and several factories, both domestic and international, expressed an interest in joining Eclipse and Eastman House.
“Despite the bleak economy,” he said, “we saw the Las Vegas Market as quite brisk.”
Sparking excitement at Eclipse was a new pressure-mapping program, which includes a manual, a Body Mass Index chart, and a bed labeling system custom-designed for the retailer.
“Many of our dealers and licensees were excited about the concept, which engages the consumer in the mattress-shopping process and takes some of the guesswork out of the purchase,” Carlitz said. “The program provides the consumer a map or a direction as to which bed or sleep surface will provide optimum support and pressure relief.”
Eclipse executives Ken Wilschek and Jason Hagman worked with the Congress of Chiropractors to develop the program, Carlitz said.
Eastman House, a premium brand, did well in Las Vegas with its new organic offering, and retailers continue to appreciate Eastman House's coil-on-coil construction, according to Carlitz.
There are currently five domestic Eastman House licensees and seven domestic Eclipse licensees, with additional licensees in the works for both brands, Carlitz said.
Assessing industry prospects this year, Carlitz believes that business will be down for the year about 6%. But, he said, consumers are still in the marketplace.
“The media was and is full of gloom and doom,” he said. “However, the American consumer is quite resilient.… There is still 90%-plus employment and the sun continues to shine. The consumer is out and about, but looking for greater values than ever before. Our goal is to give them what they're looking for.”
