Daily News
From Home Furnishing Business
Eclipse Rebrands Under Bedding Industries of America Umbrella
December 9,
2021 by Laurie Northington in Business Strategy, Industry 
The parent company of Eclipse International and Eastman House will now go to market as Bedding Industries of America (BIA), a move designed to reflect the dramatic growth of the brands in its portfolio. The company’s six brands will continue to be supported with distinct marketing programs and materials, but everything will come under the umbrella of BIA.
“Because of the support we have received from our retailers and licensees, we have grown so much since we acquired Eclipse and Eastman House. We have added so many brands to our portfolio so we can satisfy the needs of consumers from the value-conscientious to the ultra-luxury segment. We felt that Bedding Industries of America better represented that we are a full portfolio of brands,” said BIA President and CEO Stuart Carlitz.
Brands that will now fall under the BIA name will include the Eclipse line of mattresses, which have been manufactured in the United States since 1905. The brand holds over seven patents and products feature premium foams for comfort, high coil count innerspring units for ultimate support, along with breathable and natural Talalay Latex.
In addition, the Eastman House brand, well known for its C&E (Chittenden & Eastman) line, will also be included under the BIA name. This collection represents the upper echelon of luxury mattresses. Each ultra-premium mattress model is a work of art, both aesthetically and structurally.
Millbrook Beds, which are handcrafted by master craftsmen, the double-sided featuring pocket sprung divan bases available with storage drawers. Mattresses are designed with 6,000 nested, pocketed coils, four-row, hand side-stitched borders and the signature Hampshire wool, which is exclusive to Millbrook Beds and BIA. Founded in 1946, Croll family-owned Millbrook Beds is based in Southampton, England and is known for its impeccably designed mattresses crafted with premium natural materials.
The premium Velika brand is 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 Fieldcrest brand features mattresses that are free of harmful chemicals and use sustainably sourced materials including GOTS certified organic wool and cotton and all-natural Talalay latex. Each mattress cover will also be treated with the company’s Eclipse Guard botanical antimicrobial treatment which is 100% natural and inhibits the growth of bacteria, mold and mildew; prolonging the life of the organic cotton, breathable cover.
The Natural Dreams Pure Talalay brand consists of mattresses manufactured with 100% pure natural Talalay latex, utilizes all-natural antimicrobial fabrics and is hand-crafted in the U.S. using techniques that meet Eclipse’s most stringent quality standards. The new line is geared toward consumers seeking mattresses made with certified, all-natural materials which promote a healthier night’s sleep.