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From Home Furnishing Business
Serta Simmons Announces Beauty Sleep & Serta Classic
May 23,
2024 by HFBusiness Staff in Business Strategy, Industry 
Serta Simmons Bedding (SSB), a leading global sleep company, announced today the launch of its new Beauty Sleep® Collection & Serta® Classic® Collection.
Designed to provide exceptional comfort and support at a compelling value, the new Beauty Sleep collection, with Original Beautyrest® Pocketed Coil® Technology for consistent, supportive sleep, and Serta Classic collection, with 3 comfort zones designed for essential lower back care and classic comfort, were developed with clear step-up merchandising platforms to introduce new consumers to the Beautyrest® and Serta® brand portfolios.
The new products are arriving at retail for Memorial Day and will also be showcased at the Summer Las Vegas Market taking place July 28 – Aug 1.
“The value segment is a growth area in the mattress market, but consumers are looking for trusted brands,” said Dominick Azevedo, Chief Sales Officer, SSB. “With the Beauty Sleep and Serta Classic collections, we are launching great new products that offer superior comfort, support and quality at a value price, helping drive velocity for our retail partners.”
The new launches of Beauty Sleep and Serta Classic continue the pace of 2024 new product introductions for SSB. Combined with recent Beautyrest® Black® and Serta® iComfort® launches, SSB expects to deliver more than 25,000 placements at over 6,000 retail store locations over the first half of 2024.
The new Beauty Sleep Collection features Original Beautyrest® Pocketed Coil® Technology for consistent support and comfort designed with value in mind. The collection is available in Quilted Innerspring and Hybrid constructions, both with supportive sleep surfaces made from quality foams.
Key benefits for Beauty Sleep models include:
- Firm or Plush 815 density Original Beautyrest Pocketed Coil Technology for consistent, comfortable support
- AllCool™ Gel memory foam* that contours the body for increased pressure relief
- AirCool® foam with a unique channeled design that allows airflow through the mattress for cool, comfortable sleep**Available in select models
“We developed Beauty Sleep to be separate from but adjacent to Beautyrest,” said Rolf Sannes, SVP, Beautyrest Brand Marketing. “Beauty Sleep was introduced for price-conscious consumers looking for the aesthetics, performance and quality that Beautyrest offers at a value price point.”
The Flat Mattress collection spans 8 models in total that feature clear merchandising step-ups across the line. This collection features options for all sleepers, with 6 Quilted models ranging from firm to ultra plush comfort preferences with suggested pricing starting at $399 (Queen Firm) up to $699 (Queen Ultra Plush) and 2 Hybrid models with medium and plush support with suggested pricing starting at $699 (Queen Medium) up to $799 (Queen Plush). A Beauty Sleep Mattress in a Box collection will follow in August of 2024.
For more information about Beautyrest products, visit https://www.beautyrest.com/
Serta Classic is offered at two levels – Standard and Enhanced. Each mattress features a soft, breathable cover, as well as PillowSoft® Aire foam to provide enhanced cushioning while promoting airflow through its unique, gently rippling design and 800-density coil support system. The Enhanced level features additional pressure relief for enhanced comfort with Gel Memory Foam.
The collection spans 6 Quilted models, ranging from firm to plush pillow top support and comfort preferences with suggested pricing starting at $399 (standard Queen Medium) up to $699 (enhanced Queen Plush Pillow Top).
“With these new launches, we’re introducing new consumers to our brands, so they can ultimately start the step-up journey,” said Tim Oakhill, chief marketing officer. “The Serta Classic consumer will one day be a Serta iComfort consumer, and the Beauty Sleep consumer will one day be a Beautyrest Black consumer. We are perfecting our already powerful brand portfolio and have created a value proposition that allows the consumer to find the right products to fit their needs.”
“The launch of Beauty Sleep and Serta Classic, designed for retail velocity, are foundational to our turnaround strategy,” said Mark Genender, Interim CEO. “Coupled with our premium Beautyrest Black and Serta iComfort launches earlier this spring and supported with retailer partnerships and our national advertising campaigns, we will continue to regain market share, expand our business, and drive success.”
For more information on all Serta products, visit https://www.serta.com/