MATTRESS


Paramount Sleep Company Unveils New Flagship Collection


By Elaina Hundley At the fall High Point Market, Paramount Sleep Company will present its new, self- named mattress line: the Paramount Col- lection. The company is also unveiling a new cooling fabric option for its Back Perfor- mance PS collection, as well as a sneak pre- view of its 2021 Nature’s Spa Aire Collection. Targeting Millenials and Gen Xers, the


new Paramount Collection pairs Classic East Coast luxury with next-generation innova- tion. Featuring CertiPUR-US copper-infused, high-density contour foam—known for pres- sure relief, durability, heat dispersion and an- ti-microbial properties—the line also contains layers of New Zealand wool-cashmere, cool-


ing gel memory foam, certified organic cot- ton and graphite-infused Talalay latex. Sur- rounded in elegant knit and damask fabrics inspired by 1930s art deco designs, the col- lection includes six mattress models ranging in price from $1,999 to $3,999. “We’ve spent a year collaborating with both new and long-time suppliers to create this collection—and we couldn’t be more proud to give it our company name!” said Paramount Sleep President Richard Fleck. Additionally, the brand’s new fabric option for the Back Performance PS Collection fea- tures special ticking that creates initial cool- ing comfort to help the consumer fall asleep faster. Combined with the breathable layers


of the Back Performance line, this new fabric option ensures a comfortable night’s sleep from start to finish. Finally, showroom visitors will also see the 2021 Nature’s Spa Aire Collection. Designed for


environmentally-conscious consumers


who seek natural materials, the Nature’s Spa Aire collection is comprised of four beds that balance comfort, support and pressure relief. Made with hypoallergenic materials that are naturally antibacterial and antimicrobial, they feature a non-toxic, natural fire barrier. Na- ture’s Spa is the exclusive mattress of the luxury resort Blackberry Farm, located in the foothills of the Great Smoky Mountains. Visit paramountsleep.com


Beautyrest Introduces New Affordable Luxury Mattress Line


By Gretchen Kast Offering a suite of luxury innovations at af- fordable price points, Beautyrest is unveiling its new Harmony collection this


fall. With


safety and sustainable comfort at the fore- front, the Harmony is made with antimicro- bial, eco-friendly fabrics that help ensure a great night’s sleep. “As a legacy, industry-leading mattress brand, we know that people look to Beautyr- est to provide consumer-driven innovations and luxurious sleep,” said Dan Hennessy, Beautyrest senior vice president and general manager. “We believe in making our trusted mattresses accessible to everyone, which is why we’re thrilled to announce this new line. Beautyrest Harmony offers enhanced com- fort and safety at the sub-$1,000 price point.” Following the introduction of Beautyrest’s Harmony Lux line earlier this year, this new Har- mony line will be available for purchase online in October 2020 and in stores January 2021. The Harmony line-up is equipped with an- timicrobial technology, thanks to Serta Sim-


22 Sleep Retailer / Fall 2020


mons Bedding’s new exclusive partnership with HeiQ V-Block. V-Block will be available to consumers on Harmony’s Cayman Series mattresses and Emerald Day Series mat- tresses at no additional cost.


All models in the Harmony line will offer an array of in-demand features and technologies. That includes SEAQUAL sustainable fabric, a luxurious eco-friendly material made from recaptured ocean plastics. Each queen-sized Beautyrest Harmony mattress helps recover and upcycle up to 25 water bottles from the ocean. TENCEL fabrics provides enhanced cooling, while some mattresses feature a full layer of premium memory foam with charcoal and GelTouch HD foams for ultimate comfort. The line-up also features the Beautyrest’s best-in-class support system, powered by its T1 Pocketed Coil Technology. This patented coil has over 50% more steel in the center of the mattress to provide additional support under heavier compression. Earlier this year, Beautyrest launched a new marketing campaign, “Sleep First Class,”


inspired by the upgraded level of sleep and life that a Beautyrest mattress can provide. The company is working on a Harmony ex- tension of this campaign to illustrate its pre- mium, yet affordable features. Visit beautyrest.com


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