• David Perry

Simmons has high hopes for BeautySleep mattresses

Brand hits more promotional price points

ATLANTA — A new but familiar-sounding brand name will help Simmons put more bounce in its sales this year, company officials say. The maker of Beautyrest bedding has added BeautySleep to its brand stable and has high hopes for the promotional brand.

 Simmons’ new BeautySleep line introduces a familiar-sounding brand to the company’s bedding lineup.Simmons’ new BeautySleep line introduces a familiar-sounding brand to the company’s bedding lineup.

Simmons has had the BeautySleep brand trademarked for decades but is only now introducing it into the market.

Company officials say the brand already boasts a high recognition level. "Research has shown that the BeautySleep name itself has near automatic recognition among consumers, which exceeds that of many other established brands in the industry," said Rolf Sannes, Simmons' brand director.

The BeautySleep line consists of nine open-coil models retailing from $399 to $799. Some feature memory foam and foam-encased edge support.

The combination of the strong brand name, the "high performance" product designs, and the comfort levels offered in the line "will create retail excitement" and will give retailers "a big opportunity" to drive traffic, Sannes said. He added that the line will give Simmons dealers a powerful step-up selling story, leading them into the company's flagship Beautyrest offerings.

Step-up sales will be more important than ever this year, Simmons officials predicted. Consumer research indicates that 80% of consumers are looking to trade down or delay their bedding purchases this year, they said. Bedding producers hoping to trade those consumers up to better goods need powerful selling stories, they added.

Simmons says it offers "the strongest step-up opportunity in the category" with its new BeautySleep line, which largely replaces the DeepSleep promotional line that Simmons introduced in 2001. One model, retailing at $299, remains in that line.

Step-up selling is emphasized with all of Simmons' new products, according to Tim Oakhill, executive vice president of marketing. Stepping consumers up to better goods will help retailers drive profitability this year, he said.

Also new at Simmons are Beautyrest Classic models retailing from $599 to $999 and Beautyrest World Class models retailing between $1,000 and $2,000 that feature Simmons' Evenloft Design, which eliminates the use of quilt stitching to create a smooth sleeping surface and provide additional comfort options, officials said.

And, at the high-end of the Simmons line, the Beautyrest Black luxury line is introducing a new coil design to add new comfort options, and a new foam technology, the Transflexion process. That process involves pre-compressing foam to break it in and ensure that consumers experience the same comfort on their bed at home as they experienced in the store.

Mark Owen, Simmons' vice president of brand management, said the consistency of the foam feels resulting from that process should lead to a significant reduction in comfort returns and should produce greater consumer satisfaction levels.

The Beautyrest Black line retails from about $2,000 to $5,000.

David PerryDavid Perry | Executive Editor, Furniture Today

Hi, online readers. I'm David Perry, executive editor of Furniture/Today, and the writer on the mattress beat. Get my musings on mattresses on our web site and on my Twitter feed. And let me know what you would like me to write about in the wonderful world of mattresses.

Follow me on Twitter at https://twitter.com/DT_Perry
See my first music video at http://ftbeddingman.com/


  • Klarna targets Millennials for its POS financing

    Camera Icon More Videos

Web Directory Search
Search for Products/Companies

RSA Insights & Intelligence


RSA Insights & Intelligence gives you, the retail sales associates, critical intelligence and insights. We make it easier for you to sell by providing actionable tips and key takeaways you can and should use for every sale. Check out our latest two articles:
* How to use an implied close
* The low cost of mattresses