COVER STORY
“The home has now been clearly defined as the safe haven for the American consumer. That’s why home improvement, mattresses, furniture—it’s all off the charts right now. Because the home is the one place you can really count on as being safe. That’s a shift in consumerism.”
shopping—it was put into overdrive in 2020. The pandemic
hasn’t just changed the
ways consumers shop; it has changed what they’re buying as well. The past ten months have had a profound impact on people’s values, on what they want and need—both practically and emotionally.
According to Carlitz, all of this has led to a resurgence of what he calls “a pride of owner- ship of a mattress.” Rather than simply looking for any old bed to put in a bedroom, consum- ers are viewing the mattress as an investment. “The home has now been clearly defined as the safe haven for the American consum- er,” he continues. “That’s why home improve- ment, mattresses, furniture—it’s all off the charts right now. Because the home is the one place you can really count on as being safe. That’s a shift in consumerism.” This shift in both sentiment and buying habits have created a valuable opportuni- ty for the bedding industry—and Eclipse is here to help retailers meet the moment. The company is steadfast about empowering its partners and making sure it is not interfering with their success. “We are not selling direct [to consumer] and
we will never sell direct [to consumer],” Carlitz says, emphatically. “It’s just not who we are.” Eclipse brands will never be sold direct. We do provide our brick-and-mortar retailers. That means turning down proposals to place its branded products with mass merchant online sellers, which often undercut traditional retail- ers with lower prices. Instead, Eclipse has re- mained dedicated to helping its retail partners rise to the new demands of the marketplace.
“We just want to make our brick-and- mortar retailers stronger and healthier,” he explains. “We want to bring them advanced technology and unique marketing ideas and show them how to make money in this competitive market.” This is evident across Eclipse’s product portfolio. The company has developed a range of distinct “affordable luxury” mattress collections that deliver the comfort and reas- surance consumers are looking for today. Evoking the elegance of classic hotels, the Chittenden & Eastman Tiffany Collection de- livers old-school luxury and quality comfort. The four-bed line-up is made with a plethora of high-end components—including organic New Zealand wool, rich layers of cotton and Talalay latex and an advanced pocketed coil system. The collection lends a distinctive air to any retail showroom thanks to its stylish covers, made from soft Belgian damasks. And with prices ranging from $1,999 to $3,999, Eclipse has made these high-end looks, fea- tures and materials available to a much wider consumer audience. The company’s Natural Dreams Pure Ta- lalay collection delivers plush, pressure-re- lieving comfort through layers of Talalay la- tex. It also delivers the peace of mind that comes from knowing you are sleeping on something eco-friendly. In addition to 100 percent natural Talalay latex, GOTS-certified organic wool and organic cotton compo- nents, the collection also features Eclipse’s WAVE-TECH latex. This material offers sur- face modified technology sculpted with five zones to deliver more support for the hips,
12 Sleep Retailer / Winter 2021
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