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From Home Furnishing Business
BIA Expands Fieldcrest Line in JCPenney Stores
September 29,
2022 by HFBusiness Staff in Business Strategy, Industry 
Mattress manufacturer Bedding Industries of America is building on the in-store and online success of its Fieldcrest collection with JCPenney, which is now available in over 250 stores across the country – more than doubling the number of JCPenney floors that feature the collection since its launch last year.
“JCPenney’s exclusive line of Fieldcrest mattresses have appealed to consumers throughout the country, both in store and online, which led us to expanding the program. Fieldcrest’s unique selection of mattresses continues to do well, receiving rave reviews, which is why we wanted to offer our customers a larger offering,” said Pamela Coleman, senior buyer of mattresses at JCPenney.
The mattresses retail from $799 to $1,999 in queen.
The hybrid mattresses from Fieldcrest’s Casual and Luxury collections are available at more than 250 stores, as well as online. The Luxury models are composed of all-natural materials and the Casual models were designed using a variety of natural components. The collections are a result of an exclusive partnership BIA formed with the Iconix Brand Group Inc. to create mattresses under the Fieldcrest moniker.
“Fieldcrest is one of the most recognizable names in home textiles in the nation, having a special place in the hearts and minds of consumers homes for more than 125 years. The program has been incredibly popular in JCPenney stores and online. Through our omni-channel strategy, we’re able to reach consumers in store and online by tapping into JCPenney’s massive online presence, which has proven successful,” said Stuart Carlitz, president and CEO of BIA.
The Fieldcrest mattresses utilize sustainable materials, including GOTS-certified organic wool and cotton, all-natural Talalay latex and recycled steel coils, and are free of harmful chemicals. Each mattress cover is also treated with the company’s Eclipse Guard™ botanical antimicrobial treatment, which is 100% natural and inhibits the growth of bacteria, mold and mildew, helping to provide a safe and clean sleep surface.