New models of Beautyrest, Natural Care & ComforPedic launched

08 Aug '08

5 min read

Simmons Bedding Company announced that it is introducing extensions to its Beautyrest, Natural Care and ComforPedic mattress lines as part of the company's “Be Complete” initiative at this week's Las Vegas Furniture Market.

Simmons' new models help round out the company's portfolio of bedding solutions at all price points by launching a new Beautyrest Studio line, which brings a new level of sophistication to the value-oriented bedding segment, and by incorporating innovative technologies into the company's luxury specialty sleep offerings. The introductions are designed to help Simmons retailers meet the needs of virtually every consumer by providing quality solutions at every price.

“We developed these targeted product introductions following an extensive analysis of trends in consumer purchasing behavior,” said Tim Oakhill, Simmons' executive vice president of marketing.

“The new European Design of our Beautyrest Studio collection is a simple, effective story for retailers to convey when introducing consumers to the Beautyrest brand, plus it facilitates a logical step up progression that will help drive higher ticket sales. We're also using this Market to illustrate Simmons' commitment to specialty sleep by expanding our specialty strategies to include the Natural Care Elite latex collection and two new ComforPedic models that feature ventilated foam and infused gel designs.”

The Simmons Beautyrest Studio collection targets entry-level price points by combining a new European Design with Beautyrest Pocketed Coil performance. The result is a sleeker, aesthetically pleasing profile that complements furniture and linens.

“Given today's economy, we know that value and quality are two of consumers' main concerns, and therefore, they're obviously top of mind for retailers as well,” said Rolf Sannes, Beautyrest brand director. “We believe everyone should be able to experience Beautyrest performance, so we created the Beautyrest Studio collection to help retailers meet a wider range of sleep needs. Consumers should not have to sacrifice comfort and durability for affordability. With Beautyrest Studio products, they don't have to compromise—they can have it all.”

As part of the company's goal to provide retailers with a complete line-up of sleep solutions, Simmons has developed a new Natural Care line as well as the premium Natural Care Elite collection. Designed and endorsed by environmental lifestyle expert Danny Seo, the Natural Care line contains natural rubber tree based latex, which offers pressure relieving, hypoallergenic and durability benefits. The line also features soft, luxurious fabrics made of natural fibers and a layer of base foam enhanced with soy. With suggested retail prices starting at $999 and going up to $2,299, the Natural Care collection is an affordable option for individuals interested in a more natural sleep environment.

“Simmons has done a wonderful job of making latex bedding products available to mainstream consumers,” said Mr. Seo. “In the past, eco-friendly beds were rarely found in traditional retail stores, so consumers often had no choice but to order beds online and hope their choice was comfortable. Thanks to Simmons, green mattresses are now available across the nation at a variety of comfort levels and price points, and the new Elite collection is poised to be the ultimate eco-luxury product.”

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