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 stage.

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.