Serta Announces iComfort Relaunch

July 30, 2019  by Laurie Northington in Business Strategy, Industry   

Led by a recently established consumer insights team, the relaunch is the first significant innovation under new leadership.

“We know consumer insights are critical given how the retail landscape has shifted,” said Melanie Huet, chief marketing officer. “Insights from our segmentation study, coupled with our newly established consumer insights team, provide us with information to help us deliver products consumers actually want. And we’ll bring innovation as often as the consumer needs it – accelerating our previous process of going to market – starting with the iComfort relaunch.”

The brand’s first innovation features a memory foam layer infused with carbon fiber for cooling as well as strength and resiliency. This system channels heat away from your body and provides exceptional strength for back and neck support.

Added features at higher price points include:

• Gel Active Max Memory Foam (found in $1,499+ beds): This open celled memory foam helps promote airflow, so you don’t have that hot, stuffy feeling when falling asleep.
• UltraCool System (found in $1,799+ beds): This layer of extra-cool Carbon Fiber Memory Foam is engineered to work hard at absorbing excess heat from your body, then channel it away, all while you sleep comfortably.
• Max Cool Cover (found in $1,799+ beds): Made from super cool high-performance fibers for an instant cool-to-the touch sensation.
• Air Support Foam (found in $2,199 beds): This exclusive air-cushion technology moves with your body and smartly contours around it to help alleviate aches and pains caused by pressure points.

“Our new iComfort line was born from in-depth consumer research that has shown top purchase intent and appeal scores suggesting this will be a category leader. In fact, through this research we found that more than half want a mattress that prevents them from waking up feeling hot and keeps them at the perfect temperature for sleeping,” said Huet. “Our goal is to retain market share and return to growth, and we’re confident we’re on the right track to do this especially with an exceptional and experienced team in place along with a full arsenal of support behind us.” 

The iComfort line will be launched in October, starting at $1,199 for a Standard Queen and running up to $2,199 as additional product features are added. The brand will support the launch with a significant investment, including a full new advertising campaign across TV, digital and social channels along with PR and consumer-driven activations, strongly focusing on targeting the millennial audience.

Las Vegas market attendees can follow the brand online using designated hashtag #SertaTakesVegas and visit Serta at A-701 to sample and experience the full assortment of new iComfort models.