Serta Simmons Bedding LLC has launched two new collections, Beauty Sleep and Serta Classic, the latest in a series of rollouts that will continue throughout 2024. Earlier this month, SSB launched the iComfort and Beautyrest Black collections, a sign that the Doraville, Georgia-based sleep products company has no plans to slow down any time soon.
“The launch of Beauty Sleep and Serta Classic, designed for retail velocity, are foundational to our turnaround strategy,” said Mark Genender, Interim CEO of SSB. “Coupled with our premium Beautyrest Black and Serta iComfort launches earlier this spring and supported with retailer partnerships and our national advertising campaigns, we will continue to regain market share, expand our business, and drive success.”
The Beauty Sleep collection consists of eight models in quilted innerspring and hybrid constructions, ranging from firm to ultra plush comfort preferences. In queen sizes, suggested retail pricing is $399 for firm and $799 for plush. In August, SSB will expand the Beauty Sleep line with the launch of Beauty Sleep Mattress in a Box.
“We developed Beauty Sleep to be separate from but adjacent to Beautyrest,” said Rolf Sannes, senior vice president of Beautyrest Brand Marketing. “Beauty Sleep was introduced for price-conscious consumers looking for the aesthetics, performance and quality that Beautyrest offers at a value price point.”
The Serta Classic Collection comes in two levels, Standard and Enhanced. All six models in the collection feature a soft, breathable cover, three support zones and 800-density coils. For additional pressure relief, the Enhanced level also contains gel memory foam. Retail for queen sizes in various comfort preferences from firm to plush pillow top ranges from $399 to $699.
“The Serta Classic Collection was developed to bring consumers into the Serta family at an approachable price,” said Anne Edwards, senior vice president of Serta Brand Marketing. “With supportive, individually wrapped coils and cushioning foam, the new Serta Classic blends the durability you want with the zoned comfort you need to sleep well for years to come.”
