NORTH BRUNSWICK, N.J. — Mattress manufacturer Eclipse International plans to introduce a proprietary, natural latex bedding line under the brand Natural Dreams Pure Talalay.
The new brand is designed to fill a niche for an all-natural mattress line with GOTS-certified organic materials, and the collection will be priced to retail from $1,999 to $7,999.
“Our in-house research and development team has designed Natural Dreams to meet the demands of the discerning consumer who prefers a more natural product,” said Stuart Carlitz, president and CEO. “After several years manufacturing the Pure Bliss line, … we’ve decided to develop our own latex brand and give retailers and consumers a selection of all-natural options at a range of prices for a complete merchandising package.”
Natural Dreams will feature 100% natural Talalay latex, GOTS-certified organic wool and organic cotton components. It will offer Eclipse’s Wave-Tech, a latex sculpted with five zones to deliver more support to key pressure points.
Hybrid models featuring Talalay latex over innersprings will be introduced at somewhat lower, affordable price points from $1,499 to $1,799.
In addition, Eclipse has secured the EmBrace name from Knickerbocker for use in conjunction with a new collection EmBrace Pure Talalay, which will be a replica of the Pure Bliss line that the company had been producing until earlier this year.
For both new brands, Eclipse will institute a Brand Standardized Pricing program — similar to MMAP pricing — which will protect margins and safeguard retailers from trans-shipping of product.
EmBrace Pure Talalay replaces the company’s Pure Bliss line of mattresses that had been manufactured through an exclusive partnership between Eclipse International and Talalay Global since 2017.
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