New Program addresses space & customization with bricks-and-clicks strategy
Eclipse International is introducing a curated, upscale European-style luxury bedding program that fills a void in the marketplace.
Velika – The Great Bed offers a unique, in-store showcase that displays two beds in a compact footprint allowing consumers to personalize comfort, design a mattress right in the showroom and place the order either on the floor or online at home.
Along with an upholstered European-style platform foundation that can be dressed in three different colors – Espresso, Palermo and Teal – the program offers a choice of two leg styles. Velika, which is Slavic for great, can also be custom ordered to comfort preference. The side-to-side foundation has the added benefit of eliminating the common hump in the middle of the bed from body impressions.
Crafted with all-natural, lush materials, Velika features Eclipse’s two-sided pocketed sleep system with its LifeEdge™ perimeter-edge support allowing the sleeper to sleep up the edge of the bed. In addition, the mattresses feature all-natural Talalay Latex sandwiching 10-pound layers of luxury Pima cotton. The beds feature a comfort duvet is also designed with two layers of all-natural Talalay Latex with 12-pound layers of luxury Pima cotton in between. Velika is dressed in a distinctive herringbone wool knit cover with channel quilted layers of organic wool. The mattresses are priced to retail from $1,499 to $3,199 in queen.
The beds are designed to designed to significantly reduce pressure points and motion transfer while offering luxurious support with its comfort duvet for extra cushioning. Velika is also designed to eliminate side-to-side motion a typical partner disturbance.
To accompany Velika, Eclipse has developed a comprehensive bricks-to-clicks model that eliminates the need for inventory and provides a distinctive merchandising vignette complete with POP materials, product display and eye-catching signage. As part of the program, Eclipse is committed to protecting distribution and sales for its retailers by establishing licensed territories for its partners.
“We’ve developed a creative direct marketing plan for Velika that seamlessly integrates e-commerce into the process,” said Stuart Carlitz, chief executive officer of Eclipse. “With our sister company Bedding Industries of America being one of the leading, most successful bedding suppliers on the Internet, we know what it takes to leverage online sales, and our blended strategy will benefit retailers selling Velika.”
North Brunswick, N.J.-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 60 licensees, 16 in the U.S., two in Canada and 42 overseas servicing 65 countries or provinces.