Simmons offers new Beautyrest, coils at Las Vegas Market
Shows revolutionary new Pocketed Coil design
David Perry -- Furniture Today, January 24, 2011
Simmons says its new Beautyrest NxG line combines the benefits of memory foam and innerspring support.
Three new flagship Beautyrest lines, including one that combines springs and memory foam, are on display. Two of those lines, the Beautyrest NxG line and the Beautyrest Elite, feature the new coil, which Simmons calls the Smart Response Pocketed Coil.
That coil provides progressive support and a better night of sleep than any other coil, the producer said. It has a tapered top that provides initial comfort and contouring as the sleeper comes in contact with the mattress, and it also features a barrel-shaped lower section that provides progressive levels of individualized back support, Simmons officials said.
Tim Oakhill, executive vice president of marketing, said the new coil represents "a significant technology upgrade" for the company. It yielded superior test results and is a winner with consumers, who declared it to be a better design with better performance, he said.
Rolf Sannes, brand director for Beautyrest, said the Smart Response Pocketed Coil is the first "dual action" coil in the Simmons line. The top of the coil comes into play as the sleeper gets in the mattress, while the bottom section provides back support, he said.
This is the first new Pocketed Coil since the introduction of the three-wire Advanced Pocketed Coil, which came out in 2003. Sannes called the new coil "a unique design."
It is featured in the Beautyrest NxG line, which combines the best of Pocketed Coil technology with Simmons' proprietary NxG memory foam, superior to other memory foams on the market because of its heat dissipation and quick recovery properties, according to Simmons officials. Sannes said the line offers unique feels and unique benefits to consumers. Two models feature latex.
Retails for that line range from $1,799 to $3,299. The 900 Smart Response Pocketed Coils in the line in a queen-sized mattress provide superior motion separation, officials said.
The Smart Response Pocketed Coil is also featured in the Beautyrest Elite line, which replaces the Anniversary Collection, a line that celebrated Beautyrest's 85th anniversary last year. Retails for that new line range from $1,099 to $1,999.
Also new from Simmons is the Beautyrest Classic line, retailing from $599 to $1,099. It offers new styling and a broad range of feels.
Most of the beds in the Classic line, and all of the beds in the Beautyrest NxG and Beautyrest Elite lines, feature Simmons' new Transflexion Comfort Technology, a process in which foams are pre-conditioned to maintain a more consistent feel, according to Simmons officials.
In addition, the producer also is addressing promotional price points with the relaunch of its BeautySleep line, introduced in 2009. Retails for the updated line range from $299 to $699.
"In this economy, there are still a lot of consumers looking at value price points," Oakhill said. He said that Simmons has discovered new ways to build promotional products, adding value and new aesthetics. The color schemes include mocha, silver and blue.
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