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MATTRESS


Simmons Combines Luxury and Technology With Three New Beautyrest Introductions


By Gretchen Kast With a successful combination of innovative technology, lavish styling and engaging mass marketing, Simmons Beautyrest continues to be a leader in the evolving bedding market. The company is heading to the winter Las Vegas Market with a host of exciting new products introductions, including luxurious ad- ditions to the Beautyrest Black and Platinum collections, in addition to the debut of the ad- vanced Beautyrest SmartMotion Base. After a year of record-setting sales, Sim- mons Beautyrest is set to debut twelve new innerspring and memory foam models in its premium Beautyrest Black collection at the winter Las Vegas Market. The updated Beautyrest Black collection will introduce Black Ice Memory Foam to the higher-end models—a groundbreaking new material that provides a uniquely cool, comfortable sleep surface. Ranging in retail price from $1,999 to $4,999, all Beautyrest Black models will contain the line’s signature Micro-Diamond Infused Memory Foam, which leverages the conductive property of diamond particles to move heat away from the surface of the mattress. This staple technology pairs with the signature Pocketed Coil technology for the ultimate in sleep luxury. Beautyrest Black will be supported by a groundbreak- ing luxury marketing campaign that will kick


32 Sleep Retailer / Winter 2016


off prior to Memorial Day 2016 and include a major TV spot along with PR, web, social and digital activations. “In 2014, we set the bar for luxury mar- keting in the industry when we re-launched Beautyrest Black with a focus on technology, luxury and breakthrough marketing featuring Patrick Dempsey,” explained Jeff Willard, Sim- mons Executive Vice President of Marketing. “In 2016, we’ll take this to another level with an even better product line that has exclusive new features to deliver luxurious sleep and an even bigger marketing campaign featuring another A-list celebrity spokesperson.” Alongside the new Beautyrest Black col- lection, Simmons will also spotlight its elegant Beautyrest Platinum at the winter market. The Platinum Innerspring models feature Legend- ary Pocketed Coil technology, providing con- forming back support and motion separation for undisturbed sleep along with layers of pre- mium AirCool Memory Foams, which promote freedom of movement and pressure relief. This stylish collection is enhanced with advanced surface fabrics that deliver a unique, comfort feel. Expanding on the success of Beautyrest’s current Recharge Hybrid line, the Beautyrest Platinum Hybrid line includes four models that combine the best of all worlds. With Beautyr- est Pocketed Coil technology, denser memory foams and a layer of latex, this advanced line- up delivers the support consumers need and the comfort they want. Also featured is the innovative Platinum Ice Memory Foam, which is constructed to help keep the surface up to two degrees cooler as the consumer falls asleep. The full Beautyrest Platinum line-up is designed to help retailers maximize their sales with the eight innerspring models ranging in retail price from $1,299 to $1,799 and the four hybrid offerings retailing from $2,299 to $2,999. Finally, Simmons will also unveil its new- est high-tech sleep solution: the Beautyrest SmartMotion base powered by Sleeptracker


technology. SmartMotion bases will help con- sumers optimize their sleep by introducing a fully integrated and nearly invisible sleep tracking technology that translates their nighttime habits into life-transforming solu- tions. Equipped with accurate and powerful sleep tracking technology, Beautyrest Smart- Motion bases will drive category growth and offer a clear step-up story for adjustable bases at retail—all while remaining within the same price range as standard adjustable bas- es ($1,199–$2,299).


“Beautyrest SmartMotion is a game-chang- er in an over-commoditized category,” Willard said. “This is technology unlike anything seen in the market as it is seamlessly integrated into a motion base so you don’t need to wear anything at night to track your sleep. With it, we’re able to add true value to retailers and consumers alike.” In addition to tracking sleep patterns and providing real-time feedback and tips, SmartMotion bases boast a wide range of consumer benefits. The state-of-the-art tracking technology is fully integrated into the base, with no additional products nec- essary for purchase. Users can control all of the functions through one app on their Apple or Android devices—while the base will intuitively sense when they get into bed and when they fall asleep. With custom di- agnostics and solution-based features, the SmartMotion base helps users optimize their sleep experience—and even offers a smart alarm that wakes the user at the optimal wake time in their sleep cycle.


“Over the last three years, we’ve invested heavily in product development and nation- al advertising,” Willard continued. “Our sales have soared and we’re leading the hybrid and luxury categories. We’re committed to market share growth by continuing to offer retailers more options to satisfy all consum- er preferences.” Visit beautyrest.com


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