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  • David Perry

New memory foam added to Beautyrest line

Simmons' best-known brand is sporting a new look, thanks to the introduction of the company's advanced memory foam technology.

The result is new Beauty-rest models and a new category: Crossover, a bridge to the specialty sleep segment.

With its latest introductions, Simmons brought its ComforPedic memory foam into its mainline bedding offerings for the first time. It added the foam to a new line of hybrid Beauty-rest bedding and also introduced it in a high-end addition to the Beautyrest Black line.

By combining what it calls "Next-Generation Advanced Memory Foam" with the company's trademark Pocketed Coil technology, Simmons says it is offering "the ultimate in hybrid sleep performance."

Hybrid sleep sets are those that utilize both innersprings and specialty sleep foams.

Simmons officials said that the six models in the new Beautyrest NxG Series, retailing from $1,999 to $3,599, provide the benefits of both Pocketed Coils and memory foam. By "fusing" those technologies, Simmons gives consumers the motion separation and conformability benefits of its Beautyrest Pocketed Coil design and the heat dissipation, quicker recovery and consistent comfort qualities of its Next-Generation Memory Foam, the company said.

"There is a segment of bedding consumers that is interested in specialty sleep technology but is not quite ready to purchase an all-foam bed," said Rolf Sannes, Beautyrest brand director.

"We view the Beautyrest NxG Series as an introduction to our Crossover category, which eases these consumers into the specialty sleep arena. This collection lets them experience the benefits of both NxG Advanced Memory Foam and the trusted Beautyrest Pocketed Coil springs."

Those six beds feature the company's EvenLoft construction, a body-contouring stretch knit fabric that Simmons says enhances the comfort and feel of the bedding.

A new demonstration unit enables retailers to show the faster recovery of the NxG foam, compared with other types of memory foam. Faster recovery is "a very significant difference" for sleepers, Sannes said.

Simmons has also added the NxG foam to new offerings in the Beautyrest Black line. The new Beautyest Black Custom Collection gives consumers a chance to personalize their comfort. Consumers can choose from different types of latex foam for a firmer or plusher feel across the mattress, or separate feels in the Dual Comfort Option.

"An individual's comfort preference is an extremely personal decision, and unfortunately many couples have had to compromise on this very important aspect in order to please their partner," said Mark Owen, vice president of brand management. "We feel that our luxury customers should not have to compromise on anything."

In addition to the NxG foam, the Custom Collection also features silk upholstery to deliver what Simmons calls "the ultimate in sleeping comfort and true luxury." The collection retails from $5,999 to $6,499.

Tim Oakhill, executive vice president of marketing, said the addition of the NxG foam to the flagship line demonstrates the clout the ComforPedic brand wields in the Simmons lineup.

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