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Simmons Re-brands as Beautyrest
January 29,
2012 by in UnCategorized 
By Home Furnishings Business in Bedding on January 30, 2012
Major bedding vendor Simmons Bedding Co. will now be branded throughout its product line as Beautyrest, the company announced Jan. 30 during a press conference at Las Vegas Furniture Market.
Moving forward, all of the companys offerings will become Beautyrest products. The manufacturer also announced a new marketing focus, Living Life Fully Charged, that will be carried throughout all product lines and will be the basis of the companys new consumer outreach and point-of-sale efforts.
The company announced three revamped lines that will be offered to retail under the Beautyrest banner:¨TruEnergy, which features the companys Recharge Sleep System combining AirCool ventilation and memory foam with BeautyRests proprietary Pocketed Coil. Select models will add Gel Touch for enhanced pressure relief. This line will retail from $1,599 to $2,799 in queen.
Beautyrest Black, a new iteration of Simmons high-end Black line, which also incorporates the Recharge Sleep System and GelTouch foam, as well as the lavish stylish and striking design that are the hallmarks of the brand. This line will retail from $1,999 to $2,999 in queen for the four Beautyrest Black models and $3,999 to $5,999 in queen for the three top-end Beautyrest Black Beyond products.
Comfor-Pedic from Beautyrest, which adds the Recharge Sleep System (minus the pocketed coils) to the companys popular line of foam beds. The lines five models will retail from $2,499 to $4,599 in queen.
At retail, these models will be marketed using the Fully Charged concept, along with accompanying battery-focused graphics and marketing materials. The Simmons brand will still be connected to the beds, but more as an endorser. The company showed new logos for Simmons (losing the earth design for a simpler, easier-to-reproduce graphic) and the three new lines, and also showed the new merchandising station that will enable consumers to demo the TruEnergy beds as they watch Beautyrest videos.
According to company President Tony Smith, the re-branding stemmed from extensive marketing research that showed Beautyrest to have strong consumer identification, and also informed the companys new focus on daytime health and wakefulness instead of sleep-time.
This initiative will be marketed via an aggressive $29 million advertising campaign that will push hard in the first three quarters of 2012, downsizing in the fourth quarter due to consumer attention turning to the elections.
The company plans to have completed the brand transition to Beautyrest by mid-2013.