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From Home Furnishing Business
BIA Debuts Heavy Duty Lifetime Collection at Las Vegas Market
July 7,
2025 by Karen Parrish in Business Strategy, Industry 
With a nod to fashion-forward design, leading mattress manufacture Bedding Industries of America (BIA) will debut the Eastman House Lifetime Collection, a heavy duty nine-mattress lineup that combines a high-end designer looks with attractive margins and competitive pricing, targeted to help retailers fill price gaps on their floors.
Available in three models, the Endurance, Medallion and Atlas, the Lifetime Collection comes in three comfort feels -- firm, medium or plush -- featuring 3.5-pound, 4-pound and 5-pound visco foams across the three models. Built to last and designed for enhanced comfort and durability, this collection showcases the brand’s popular cooling fabrics and is crafted using high-density 713 foam-encased springs with a durable 14-guage wiring system. The mattresses have organic latex and nano coils throughout and feature hand tufting and an impressive 20-year warranty.
Unique to the line and new to the brand are designer-selected top-of-bed fabrics, offering a new and modern look to accompany the signature BIA components inside. The three models are each wrapped in a unique on-trend pattern using a mix of creams, whites, grays and blues, fitting in with today’s modern upholstered headboards.
The Endurance and the Medallion models feature a light, eye-catching pattern of grays, creams and whites, each with its own style and aesthetic. The high-end model, the Atlas, boasts a sophisticated deep navy finish accented with white and cream touches, an undeniable showstopper on retail floors, especially as design-driven collections continue to propel industry sales.
“For the first time we are introducing a new selection of patterned fabrics chosen by designers that are eye-catching and guaranteed to draw consumers to the mattresses on retail floors,” said Phil Carlitz, chief operating officer of BIA. “We are offering a modern touch to our signature product with the Lifetime line, which we hope will be a foundation for continued growth and innovation within the evolving industry landscape.”
With a retail price range of $1,199 to $2,499, the lineup targets dealers looking to fill their floors with an affordable yet high-end offering in the middle price point, offering a high-margin and cohesive option in a gap that some retailers have struggled to fill.
“At BIA it’s in our DNA to help retailers and we do that through offering high margins, creating products that are readily available, and by supplying our dedicated retailers with lines that are heavy duty and blend between price points, filling gaps in their floor with the same signature components that BIA is known for,” added Carlitz.
To view the Eastman House Lifetime Collection, visit the BIA showroom at the upcoming Summer Las Vegas Market, space B-1118.