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Hemingway's back in bedding

Line debuts from Mattress Development corp.

David Perry -- Furniture Today, August 25, 2010

NORTH BRUNSWICK, N.J. -

     The sun is rising on a new Hemingway mattress line.
     Ernest Hemingway, the author of "The Sun Also Rises," "For Whom the Bell Tolls" and other classics, looms large in the line recently introduced by Mattress Development Corp.
     The mattress maker, owned by bedding veteran Stuart Carlitz and based here, pays homage to the iconic writer with the line, which he said made a successful debut at the recent Las Vegas Market.
     "We got a fantastic reception," Carlitz said. "The response was overwhelming. Orders were placed."
     Mattress Development Corp., which operates the Eastman House and Eclipse brands, is marketing the Hemingway line.
     Thomasville is the furniture licensee for the Hemingway line. Carlitz said the Hemingway mattress line has been absent from the market for about four years.

Images of Ernest Hemingway add to the atmosphere of a display of the new Hemingway mattress line from Mattress Development Corp.

     Initial plans call for three Hemingway mattress collections. The Adventure line of single-sided beds features a micro- coil unit and combinations of latex and memory foam, and retails from $899 to $1,999. The borders feature a tapestry look and the box springs have a leather look.
     The Romance collection of two-sided beds will retail from $1,299 to $1,999, while the single-sided Literary collection, retailing from $2,000 to $4,000, includes Talalay latex and organic wool. All three lines are tufted.
     Mattress Development Corp. presented the initial offerings in Las Vegas in a setting that Hemingway would have enjoyed. Hemingway mementoes were on the walls, including a number of pictures of the author. In one famous pose, the writer, wearing a heavy sweater, looked out approvingly at the beds displayed below.
     As befits a writer, Hemingway's words were part of the display: "I still need more healthy rest in order to work at my best. My health is the main capital I have and I want to administer it intelligently."
     The line is backed with banners that display Hemingway's distinctive signature. Hemingway's picture is on the label of the beds.
     Carlitz said the line will be produced initially by four Eastman House licensees. His factory in New Jersey will cover the northern part of the country, while Eastman House's South Carolina licensee will handle the south.   Eastman House's Michigan-based licensee will cover the Midwestern states, while the Texas licensee will handle the western states.A mattress label features a picture of the famed author.
     "Hemingway will provide dealers with a high-end line of bedding with unique features and looks that will result in longer margins due to limited distribution," Carlitz said. "Our initial target is high-end furniture stores and department stores.

Thomasville and Lane galleries will be given our immediate attention, since Hemingway is prominent with those dealers. Many department stores will also be targets, as they have recently made commitments to carry Hemingway footwear and clothing collections."
Carlitz said the Hemingway brand is making a major push to promote the brand, one that should benefit the mattress line.
"We anticipate the Hemingway collection playing a major role in our future growth of the ultra-premium category," he said.

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Hemingway brand returns to mattress world

Aug 23, 2010

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