Simmons ties bedding line to pajama designer
By David Perry -- Furniture Today, November 4, 2002
Atlanta — Simmons is bringing the style of women's pajamas to the mattress industry with a new line of BackCare bedding that features the work of popular designer Karen Neuburger.
The San Francisco-based Neuburger has attracted a strong following for her designs of sleepwear, embellished towels, home fragrances, loungewear, slippers and robes. Her products are featured in more than 2,000 stores nationwide, including many of the nation's best-known department stores.
Talk show hostess Oprah Winfrey became a fan after Neuburger appeared on her TV show wearing a set of her pajamas.
Simmons' new BackCare Advanced line is being offered in a version known as the Karen Neuburger Signature Mattress Line. Retails range from $1,599 to $3,499 in queen.
The line was unveiled along with the rest of the BackCare and BackCare Advanced introductions at last month's High Point market.
Tim Oakhill, vice president of Karen Neuburger bedding at Simmons, said Neuburger's fans loved the new bedding line.
"It was well received by the people who know Karen Neuburger," he said. "It's a distribution strategy. The department stores on the West Coast were the first to jump on it. Distribution will expand from there."
The designs on the tencel knit covers feature styles from Neuburger's sleepwear line.
The bedding has the Living-Right Adjustable foundation that can be custom ordered with full adjustable head and leg configurations and massage capability. It also incorporates the Allergy Care fiber layer.
"Our goal has been to expand the Karen Neuburger brand beyond sleepwear and into the rest of the household," said Jeff Casner, senior vice president of licensing for Karen Neuburger. "Our retailers and customers are asking Karen to expand her philosophy of casual comfort and quality into all other areas of their lives. Our partnership with Simmons Co. is a major step in that direction."
Simmons' Oakhill said, "Karen Neuburger is the expert in pajamas you sleep in and Simmons makes the 'pajamas' that you sleep on."
The Karen Neuburger mattress line will ship to select stores nationwide beginning in December, and will go on retail floors in January.
