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From Home Furnishing Business

Serta Simmons Celebrates 25 Years of Counting Sheep

January 23, 2025  by Karen Parrish in Business Strategy, Industry   

“Celebrating 25 years of Serta’s iconic counting sheep is not just about nostalgia—it’s a testament to the enduring power of storytelling in building a brand,” said Anne Edwards, Senior Vice President, Serta Brand Marketing. “Our sheep have become a symbol of comfort, trust, and a promise of a great night’s sleep.”

To commemorate this special occasion, Serta is launching a series of initiatives designed to drive traffic to retailers, increase conversion at retail, and boost average unit selling price with premium products.

Showcasing Premium Product Lines at Las Vegas Market

Serta is showcasing its premium product lines, including the Perfect Sleeper X^™, Perfect Sleeper Pro^™, iComfort^®, and iComfort Pro^™ — all of which are currently available for immediate shipment and at retailers nationwide. These products can be viewed during Las Vegas Market at Suite B1265.

“Our 2024 product launches have resonated broadly with retailers and consumers, and the Serta brand has powerful momentum,” said Kristin Flanagan, Vice President, Serta Brand Marketing. “A great example is the Perfect Sleeper X collection – dealers are reporting double-digit sales growth month-over-month.”

Additionally, SSB is pleased to announce the launch of a new, adjustable line of bases under the brand name baselogic™. The line is in support of the Serta brand and the Beautyrest brand, and will include four base models, which will be available to retailers starting March 1.

Driving Traffic to Retailers with a Visibility Campaign

To drive foot traffic and increase awareness, Serta will be rolling out a targeted visibility campaign running over key holidays — Memorial Day, Labor Day, and Black Friday. Leveraging nostalgic retro advertising materials and celebrating the rich history of the brand, Serta will bring attention to the beloved sheep mascot that has been a key part of the brand’s identity. These campaigns will serve as a powerful reminder for customers to visit their local retailers, driving demand and awareness at a national scale.

Increasing Conversion at Retail with Special Promos and Celebration Materials

To mark the 25th birthday of the Serta Counting Sheep Serta is also launching National and Evergreen promotions, offering extra savings for customers in honor of the Counting Sheep birthday. In addition, Serta is introducing a unique Birthday In A Box filled with celebratory materials that retailers can use to enhance the in-store experience and engage customers. These materials, along with the promotional discounts, will create a memorable shopping experience that increases conversion rates and encourages customers to celebrate with Serta.

Join the Celebration

The 25th birthday of the Counting Sheep is a momentous occasion for Serta and the sleep industry. With exclusive promotions, new product offerings, and innovative marketing materials, Serta is positioning its retail partners to make the most of this milestone year.

To learn more about Serta’s 25th Counting Sheep birthday celebration and the exciting opportunities for retailers, please stop by the Serta showroom at Winter Las Vegas Market at Suite B1265.

For more information on all Serta products, visit https://www.serta.com.