In striving for maintaining its tiptop position in the global
market of bed and bath products, Fieldcrest has been expressively
proving to the world its enthusiasm and creativity to bring style,
comfort and reliability to the everyday life.
The Fieldcrest’s Path of Success
Benjamin Franklin Mebane, founder of Fieldcrest, built his mills
in North Carolina in 1898. The mills grew rapidly, even during
World War II when they produced the needy products for the armed
services. It was the time the name of Fieldcrest entered the national
Despite several acquisitions and re-organizations, Fieldcrest
developed steadily in the middle decades of the 20th century. Providing
a wide range of products of bed and bath items, Fieldcrest has
become a prominent leader of the goods of its kind in prime department
stores, as the quality and characteristics of its products had
been well established and recognized. The Halston collection, it’s
first designer line was launched in 1976, served as a fruitful
attempt to satisfy the increasing needs of personal approach in
fashionable styles and manifestation of individuality.
Fieldcrest encountered stiff competition in the 1980s of every
price category and market level, when it met Cannon Mills who appeared
relatively aggressive in the arena. Tactical marketing strategies
were down the road when eventually, Fieldcrest remained its leading
position by re-strengthening its premium products and therefore
successfully reinforced the brand name in the high end market,
uplifting the image and value of the brand.
The integration of Fieldcrest Cannon, Inc.
It is undoubtedly a wise decision for the marriage of Fieldcrest
and Cannon in capturing wider segments of this large market of
bed and bath products in 1986. The result saw the acquisition of
Fieldcrest of Cannon poised the entity as the number one of its
industry. The consolidation was effectively executed to the ultimate
benefit of the consumers.
Fieldcrest - Appreciate what life can give
Today, Fieldcrest has found a niche of its own that offers distinguished
quality and value. The philosophy lies in the attitude towards
life, as Fieldcrest products are made for comfort and enjoyment
of life – the substance we will for ever pursue; the quality that
one can never compromise.