Serta touts stain-resistant, cleanable mattress
David Perry -- Furniture Today, April 3, 2005
Hoffman Estates, Ill. — Responding aggressively to the new Simmons HealthSmart mattress, Serta is introducing a "Dare to Compare" Perfect Sleeper bed protected with Marquesa stain-resistant treatment.
"This exclusive Serta offering allows the mattress to be easily wiped clean with soap and water or sterilized with bleach," Serta said in a trade ad for the new product. "That certainly beats having to add the mattress cover to your customers' already long list of weekly laundry, the way Simmons does."
The ad singled out Simmons: "A Serta 'Dare to Compare' mattress offers something a Simmons HealthSmart mattress doesn't. The gift of no laundry."
The HealthSmart bed has a removable mattress top that can be zipped off and washed just like sheets, according to Simmons. That bed, which retails at about $1,600, has been rolled out nationally by Simmons.
Serta officials estimate that their new bed, the Perfect Sleeper Mosaic, will retail at $999 in queen.
Serta says the Marquesa technology, developed by American Fibers and Yarn, won't wear off and will keep the mattress cover stain-resistant for the life of the bed. The Marquesa product is also antimicrobial and hypoallergenic.
The new Perfect Sleeper model, protected with Serta's proprietary FireBlocker fire-resistant technology, also includes memory foam. Serta says in a consumer brochure that memory foam is "found in beds at twice the price." The Mosaic also has Serta's Comfort Quilt, Whisper Foam and Total Edge system.
The ad continues an aggressive posture that Serta has been taking with its marketing programs. Earlier, the company said Sealy and Simmons didn't offer fire-resistant bedding with the breadth of Serta's national program.
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Serta touts stain-resistant, cleanable mattress
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