BEDS AND BEDROOM
New look
Laguna by Eclipse International
Product categories are being entered after a rebranding Millbrook Beds has rebranded to allow the introduction of new product categories and brands. The group has become Millbrook Bed Company, with a tagline of ‘The Experts in Sleep’, with Millbrook Beds, Chittenden & Eastman, Eclipse International, Nemo and Nemoflex as brands. ‘A new group-level structure enables us to venture into new markets such as memory foam and to use new technologies without diluting the existing Millbrook Beds brand. It provides clarity for our trade customers and our end consumer along with clear brand definition and positioning for each of our ranges. The Experts in Sleep tagline gives us an umbrella for some serious mattress innovation and creative thinking, which is designed to offer something for everyone and in turn
28
Interiors Monthly July 2021
increase our market share,’ says Ross Thurston, Millbrook Beds Company operations director. Chittenden & Eastman was introduced earlier this year with the Hampton range, featuring American styling designed to appeal to a younger consumer. It has now been joined by the first Eclipse International bed, Laguna, as the group enters the memory foam sector. Laguna features Five Zone Air Flow memory foam, which is designed to allow airflow around the body, avoiding the overheating often associated with memory foam. Three models are available: Laguna 20, Laguna 40 and Laguna 50, featuring 20mm, 40mm and 50mm memory foam respectively and a choice of 1,000, 2,000 or 3,000 pocket springs. Zonal quilting of a knitted Tencel cover gives a tighter quilt pattern at shoulder
and hip to provide the sleeperwith extra support in the important areas where the body rests on the mattress. ‘The launch of the Eclipse International brand into the UK market represents a significant step for Millbrook Bed Company and moves us into the everpopular memory foam market with a competitive starting price point of £999. We have not previously ventured into this market, and our partnership with Bedding Industries of America has enabled us to introduce our first range of luxurious memory foam mattresses, providing the levels of comfort and support our traditional handmade mattresses are known for, while appealing to a completely different consumer with a fresh new USA-inspired style,’ says Thurston. Visit: www.millbrook-beds.co.uk
