Seo, Simmons teaming up for new latex bedding line
Simmons hopeful to place new line in JCPenney stores
David Perry -- Furniture Today, January 29, 2008
LAS VEGAS — “Green” living guru Danny Seo is partnering with Simmons on a line of new latex beds. The line gives a green light to a healthy, sustainable lifestyle, Seo said.
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| Danny Seo, an authority on “green” living, is teaming up with Simmons to develop a mattress line that will debut at the July market. |
Seo, the author of six best-selling books under the “Simply Green” banner and co-host of HGTV’s “Red Hot & Green,” joined Simmons officials at a market briefing here to announce the new partnership.
“I know from experience that shopping for an affordable organic mattress can be daunting and expensive,” Seo said. “I’m excited about the partnership with Simmons and the opportunity to make an eco-friendly product available to consumers from a company they know and trust.”
The product is the Natural Care by Danny Seo line. Simmons is working with JCPenney to place the line in Penney stores nationwide, in the JCPenney catalog and on the Web site, www.jcp.com, in the spring. Seo is JCPenney’s Green Living Partner.
Seo said his new mattress line offers health and environmental benefits.
“The Natural Care line is truly designed with a healthier lifestyle and sustainable living in mind,” he said. “Because the beds are made with luxurious natural materials, Natural Care is the perfect marriage of style and sustainability. I’m very proud of the line.”
The line consists of three beds, with a starting price at about $1,599. It will be offered to mattress retailers at the July Las Vegas Market.
Simmons Natural Care mattresses are built using natural latex, a biodegradable material that is resilient and is naturally anti-microbial, hypoallergenic and resistant to dust mites, mold and mildew, according to the company.
Seo said his new line gives consumers a bedding brand that they can trust, one known for its comfortable beds. In his extensive travels he’s partial to the Simmons Heavenly Bed offered at Westin hotels. “That’s a really comfortable bed,” Seo said. “When I found that Simmons made that bed, I realized this could be a happy marriage.”
He said latex is “a great material that uses a renewable resource.” It produces “a spa-like mattress, one of the most comfortable sleep systems,” and one with several health benefits.
The bedding maker will share Seo’s tips for creating environmentally friendly bedrooms with point-of-sale materials and online messages, and through a public relations program. A print advertising campaign also is in the works.
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