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New Beautyrest line features taller coils

By Larry Thomas -- Furniture Today, September 30, 2001

ATLANTA — Bedding major Simmons is set to unveil a revamped Beautyrest line that features European-style terrycloth ticking and a new coil design for its venerable Pocketed Coil innerspring unit.

The new line, which will be unveiled at this month's High Point market, also features improved "motion separation," an index developed by Simmons that measures the amount of movement detected by one sleeping partner when the other person rolls over.

It also offers a wider selection of firmness levels than the previous Beautyrest line, including one dubbed extra-extra firm. Plus, Simmons for the first time is making extensive use of memory foam, a cushioning material that has gained widespread consumer acceptance in recent years.

"We feel this takes Beautyrest to the next level," said Kurt Ling, vice president of the flagship brand. "And it takes the consumer out of the commodity mindset when they're buying a mattress."

Ling and other Simmons officials are hoping the revamped line builds on the success racked up since the company last revamped Beautyrest in early 2000. That line, commonly called the non-flip Beautyrest, was wildly successful and prompted many other bedding producers to develop non-flip models of their own.

Ling said the new Beautyrest line maintains the non-flip feature, but in presentations to dealers the company will be stressing the improved motion separation features and the product's ability to deliver a better night's sleep.

"When it's presented that way, it's no surprise that people buy better goods," he said.

The new line, which has models retailing for $499 to $2,999 in queen, has a new innerspring unit called Super Pocketed Coil. Each coil is 9¾-inches tall, 1-inch taller than previous Pocketed Coil designs.

Models at $499 to $799 use an 825-coil queen-size version, while those at $899 to $1,399 have an 850-coil configuration. Models at $1,599 and above have coil-on-coil construction that boosts the total to 1,700 coils per queen-size sleep set.

Ling said the terrycloth ticking found on models at $899 and above will help reduce motion because it stretches as the sleeper moves on the bed. Plus, motion is further reduced with the use of memory foam and latex foam in selected models, he said.

Marketing materials include a new oval label on the foot of each mattress with the tagline, "Better Sleep for the Two of You." Ling said more than 80% of consumers sleep with a partner, and most are looking for ways to get a better night's sleep.

Simmons will show the line Oct. 19-20 in a ballroom at the Grandover Hotel. A shuttle will be provided from downtown High Point.

As first reported in eDaily

Ling

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