Simmons and Comfor-Pedic Embark on a Marriage

of Strengths, Building on Specialty Sleep

By: Melanie Burk-Read, Managing Editor

In June, when Simmons announced that it had purchased Comfor-Pedic (the specialty mattress line owned by Comfor Products), the announcement alerted the retail bedding community that there would be an interesting new element at the Simmons showroom in the World Market Center. And there was.

The marriage of these two companies was more than an acquisition. In Comfor-Pedic, Simmons recognized a foam bed with superior qualities unlike many others on the market. In turn, the executive team at Comfor-Pedic knew that, while they had created a product and a brand that was unique in the memory foam category, they lacked the muscle and name of a national bedding company, like Simmons, to promote and distribute the mattresses. Thus was born Comfor-Pedic® by Simmons.

In the excitement of Las Vegas market, Simmons Bedding Company introduced several more new products that are designed to round out its portfolio of specialty sleep products and expand upon its existing bedding offerings. The company’s product launches, included its ComforPedic by Simmons™ line of memory foam mattresses, as well as extensions to the current Simmons® Natural Care™ latex line. Additionally, Simmons introduced a new comfort feature called TruSoft™ pillow top and showcased its Beautyrest Black™ television commercial, which was offered to dealers for placement in their local markets.

Expanding Specialty Sleep Offerings with New Latex and Memory Foam Lines

Simmons’ main showroom reflected its commitment to specialty sleep. In response to dealer and consumer demand for a quality foam product at value price points, Simmons has introduced three new Natural Care models with a suggested retail price of $1,299 to $1,499. The new models feature a layer of Talalay latex on a base of comfort bloc foam, breathable fabrics made of sustainable fibers, a foam encasement for durability and the option of an adjustable base.

The newly acquired ComforPedic by Simmons memory foam line features new fabric covers and point-of-sale materials, along with the line’s revamped identity and branding. ComforPedic products are made with the next generation of memory foam, providing the perfect combination of soft comfort and firm support to conform to one’s body. ComforPedic products dissipate heat to help maintain a cool sleep surface and respond quickly to move with the body’s contours, preventing the "quicksand" feeling associated with traditional memory foam. In addition, the ComforPedic line provides consistent comfort, eliminating the need for a break-in period, and is backed by a 25-year warranty. The ComforPedic line features five beds with a suggested retail price of $1,899 to $6,999 and various pillow styles.

"As demand for specialty sleep continues to grow, we are committed to introducing a full range of foam products that offers superior performance from a brand that consumers and retailers know and trust," said Anne Kozel, specialty sleep brand director, Simmons.

TruSoft: The Ultimate Pillow Top

The TruSoft pillow top features either four inches of PurFoam for soft comfort and lasting support, or four inches of Talalay latex, which helps eliminate pressure points across the entire body. The indulgent comfort layer appeals to a range of consumers and delivers extra comfort features to produce a plush feel that is superior to that of conventional pillow top mattresses.

"The mattress industry has been trending towards more luxurious products that feature thicker, plusher comfort layers for a number of years, but the traditional pillow top is not enough for some consumers," said Tim Oakhill, executive vice president of marketing, Simmons. "We saw an opportunity to take the pillow top to a new level with TruSoft comfort. And because our new TruSoft models complement our existing beds rather than compete against them, they’re a great step-up opportunity for dealers. This innovation will benefit both consumers and retailers."

The TruSoft feature is available on select Beautyrest® World Class® and Exceptionale™ models with a suggested retail price of $2,499 to $3,799, select Beautyrest Black models priced at $3,199 to $6,999 and on a new, premium Natural Care latex mattress priced at $3,999.

The Beautyrest Black Ad Campaign

Simmons’ Beautyrest Black consumer advertising campaign was demonstrated in a 30-second television commercial that targets female consumers with above average household incomes. The spot is being offered to dealers who carry the line and would like to run the spot in their local markets.

Artfully done, the commercial begins with an engaging series of black and white images that compares the components of the bed to items that are traditionally associated with luxury. The second half of the advertisement focuses the viewer’s attention on the line’s unique Advanced Pocketed Coil^™ technology, which is responsible for the bed’s supreme motion separation and conformability, and closes with a close up of the Advanced Pocketed Coil spring and the Beautyrest Black logo.

Mark Owen, Simmons’ vice president of brand management and director of the Beautyrest Black line stated that, "Through the use of classic images of luxury and craftsmanship, we feel this campaign communicates the opulent feel of the Beautyrest Black brand, as well as the cutting edge sleep technology provided by Advanced Pocketed Coil springs. The ad illustrates what makes the Beautyrest Black line special, and it complements our existing point-of-sale perfectly. We are confident that the spot will resonate with consumers and drive them into retail."

For additional information about Simmons bedding,

call (770) 512-7700 or visit
www.simmons.com