The Fieldcrest Luxury Mattress collection will include eight models ranging from $1,199 to $2,499 for a queen. The collection is designed to be free of harmful chemicals and uses sustainably sourced materials, including GOTS-certified organic wool and cotton, all-natural Talalay latex, and recycled steel coils. Employing eco-friendly materials could help the post-bankruptcy retailer avoid the scenario that forced Amazon to recall 15,000 mattresses over their risk of catching fire.
Each mattress cover will also be treated with Eclipse Guard, a botanical antimicrobial treatment that inhibits the growth of bacteria, mold and mildew.
“Through our omni-channel strategy, we are not only able to reach consumers in store but are now able to reach thousands of consumers nationwide by tapping into JC Penney’s massive online presence,” said Stuart Carlitz, president and CEO of Eclipse International.
JCPenney launched Fieldcrest as an exclusive brand in March, offering home textiles such as bedding, bath, curtains, and table linens. The Fieldcrest brand has been around since 1893, producing home textiles and small home goods, and it was acquired by Iconix Brand Group in 2007.
The mattress line is the latest move by JC Penney to re-establish its position as a home goods source. Over the past 15 months, the department store has introduced or relaunched branded home lines Linden Street, Fieldcrest, Liz Claiborne, Loom + Forge, and Home Expressions.
The company also recently embarked on a partnership with husband-and-wife design team Cortney and Robert Novogratz for limited collection of home goods.
JCPenney is far from the only retailer to lean on private brands or exclusive collabs. Bed Bath & Beyond just launched the last of the eight owned brands it planned for this year. Gap turned to Walmart to get a foothold in home, while Levi’s created denim and denim-related decor, accessories, apparel and more for Target (including styles for pets).
Meanwhile, Eclipse boasts an extensive list of licensing partnerships in addition to Fieldcrest. The company also distributes mattresses under the Eclipse, Eastman House, Millbrook Beds, Natural Dreams Pure Talalay, Embrace Pure Talalay, Velika and BIA brands.
The Fieldcrest Luxury Mattress line will be available in JCPenney stores and online.
Growing competition in the mattress space spurred Casper’s decision to go private this week after making its debut on the public markets not even two years ago. Yet another rival in the space, Nest, recently unveiled a sustainability program giving customers the option to periodically receive a new comfort layer instead of throwing out the entire mattress and starting all over again.
Additional reporting by Jessica Binns.