Simmons relaunching Beautyrest
By David Perry -- Furniture Today, January 25, 2010
ATLANTA —
Bedding major Simmons is rolling out a new flagship Beautyrest line that is the culmination of three years of research and features new coil designs, feels, aesthetics and styles.
The line, to be introduced at the Las Vegas Market next week, was designed with the aid of retail sales associates, among other groups, and extends the brand's promise of providing superior motion separation, conformability, support and durability, officials said.
The line is backed with an array of updated marketing materials, including the new tagline: “It's not just sleep, it's Beautyrest.”
The heart of the line is a new Super Pocketed Coil, designed with new wire gauges and offered in higher-density configurations, including the first 1,000-coil design, in the Beautyrest World Class line.
Retails for the line will range from $599 to about $2,000, the same range covered by the former Beautyrest line, which was introduced in 2007 and enjoyed a longer run in the marketplace than some other flagship lines. Simmons officials said the former line was highly successful for Simmons dealers in its three-year life but was ready to be refreshed and updated.
To take the Beautyrest brand to the next level, Simmons embarked on a comprehensive research process. The result is a new line with “striking aesthetics and the broadest range of feels” in the 85-year history of the Beautyrest line, officials said. The new line “delivers an enhanced sleep experience,” they added.
There are three families of products in the new Beautyrest line.
The “good” presentation consists of Beautyrest Classic models, of which 18 are offered. These beds feature 800 Pocketed Coils (in queen size), offer new fabrics and styles, and incorporate the company's Mega Coil Edge System for an edge-to-edge sleeping system. A PowerBeam brace for the Triton foundation adds 20% more strength, Simmons said.
The “better” line is the Beautyrest Anniversary, which has several step-ups, including an 850-coil unit, AirFeel foam quilting and a Total Surround BeautyEdge Foam Encasement system with QuantumLock foam rail integrity and sleeping comfort to the edge of the mattress, officials said. There are seven models in that line.
The “best” line is the 18-model Beautyrest World Class, which has a 1,000-coil unit and incorporates the company's proprietary “Transflexion” foam breaking-in process that reduces the risk of body impressions and reduces returns, Simmons said. That process is currently being used with considerable success in Beautyrest Black, which remains a standalone line, officials said.
Some models in the World Class line also incorporate latex and memory foam.
Aesthetics in the new Beautyrest line have been enhanced at all levels. The beds feature bright, clean, neutral colors with earth tone accents. The tape edges feature contrasting colors that help set the beds apart on retail floors. Other design features include gusseted pillow tops and tack-and-jump quilting on the border panels, Simmons said.
Point-of-sale materials support key branding messages in the line. The foot protectors note the motion separation, conformability and durability attributes and feature a picture of a reclining woman sinking into the Pocketed Coils. Officials said that Simmons pioneered that type of product messaging on foot protectors.
-
Simmons relaunching Beautyrest line
Jan 26, 2010
Featured Company
-
FurnitureCore.com
FurnitureCore.com is a dynamic web application aimed at the furniture industry. Retailers and manufacturers alike will find our deep reserve of tools to be exactly what their furniture business needs.www.furniturecore.com... more
VIEW ALL GALLERIES
