Dive Brief:
- Serta Simmons Bedding announced the launch of its new Beautyrest and Beautyrest World Class collections, according to a company press release. They will be showcased during the Winter Las Vegas Market between Sunday and Thursday.
- The company will begin distributing the two collections in stores in February and March. Pricing for the Beautyrest World Class collection starts at $1,399 for Level 3 and $1,699 for Level 4.
- Serta Simmons Bedding is also unveiling a new line of adjustable bases under the brand name Baselogic. The new line will feature four base models and will be available starting March 1, per the press release.
Dive Insight:
The two new collections fill out the Beautyrest portfolio. Last year Serta Simmons Bedding launched Beautyrest Black, a premium offering, and Beauty Sleep, a value price collection.
“With Beautyrest and Beautyrest World Class we are offering the right product for every consumer, with step-ups in features between collections, delivering on our value proposition of individualized support and motion separation for a great night’s sleep at every price point,” Rolf Sannes, senior vice president of brand marketing at Serta Simmons Bedding, said in a statement.
In January 2023, the company filed for Chapter 11 bankruptcy, with then-CEO Shelley Huff stating that the restructuring would provide a stronger financial foundation for the company. Huff at the time said that the company would remain “focused on launching new innovations,” among other efforts. By June of that year, Serta Simmons Bedding exited bankruptcy, reduced its debt from about $1.9 billion to $315 million, and said that part of its efforts focused on refreshing the vast majority of its product portfolio and updating its product assortment more frequently in the future.
Last summer, the company appointed Jim Loree as CEO, bringing with him nearly 25 years of experience at Stanley Black & Decker. Under its interim CEO Mark Genender, the company relaunched a sizable share of its products, made efforts to improve its retail relationships, promoted products in new ad campaigns and improved operations.
Following a similar strategy, Serta Simmons Bedding will promote its new collections in a TV advertising campaign airing across TV and digital channels on Memorial Day, according to the press release. This year marks the 100th anniversary of Beautyrest.
Serta Simmons Bedding isn’t the only mattress company releasing new products to help transform its business. In 2023 Purple debuted its Premium and Luxe collections, a move it made as part of its broader push to capture more of the high-end mattress market.
Last year, Purple CEO Rob DeMartini said shoppers have been resistant to buying pricey mattresses online, and its brick-and-mortar retail strategy has been the “toughest part” of its business model.