• David Perry

Serta relaunches flagship line

Sleeper lineThe new Serta Perfect Sleeper line continues the company’s partnership with the National Sleep Foundation.
HOFFMAN ESTATES, Ill. — Serta is unveiling an all-new Perfect Sleeper mattress collection at the upcoming Las Vegas Market that features improved aesthetics and the line’s broadest range of comfort choices, officials said.

Serta’s flagship collection has been completely re-engineered from the inside out to give consumers more comfort options as part of the company’s commitment to bolster its positioning as providing superior comfort to consumers, officials said.

The new Serta product launches, which also include a new value-priced Sertapedic line, will be supported by an advertising campaign that builds on the company’s new tagline, “Always Comfortable.” It is set to launch in the spring and will include new commercials plus a fully integrated digital program, the company said.

Serta continues its partnership with the National Sleep Foundation. Perfect Sleeper remains the Only Official Mattress of the National Sleep Foundation, a designation first introduced in 2011.

Together, Serta and the NSF worked to design each Perfect Sleeper mattress with a unique set of features to help solve five common sleep problems. The partnership has driven significant success for Perfect Sleeper, with unit growth tripling since the 2011 launch, officials said.

“Our partnership with the NSF helped us create a winning proposition for Perfect Sleeper,” said Andrew Gross, executive vice president of marketing for Serta. “The five common sleep problems story gives our retail partners a simple, yet effective story that resonates with consumers who are ultimately shopping for a more comfortable night’s sleep.”

He said the new Perfect Sleeper mattresses will strengthen that proposition by offering even more comfort innovations and consumer-friendly feels across the entire collection.

“Our new 2017 products are designed to deliver on our brand promise of comfort,” said Gross. “That’s why we are introducing a new brand-reinforcing design language across all new products that we developed in partnership with a leading industrial design firm. We have also leveraged in-depth consumer research around the meaning of comfort to help us build the most comfortable mattresses at every price point.”

The new design language and consumer findings are brought to life in the new Perfect Sleeper models with improved aesthetics designed to visually communicate the product benefit of comfort. This includes premium covers, a high-end knit border, and a new premium neoprene label, officials said.

Additionally, select models feature new 739 and 886 individually wrapped coil systems with firm construction options, which allows for a wider range of feels. Serta will offer innerspring, memory foam and hybrid models ranging in price from $399 to $1,499 for a standard queen set. Some models are compatible with a Serta adjustable foundation.

Serta is also debuting a new Sertapedic mattress collection, also with improved aesthetics and features.

The new Sertapedic collection includes select models featuring a new 711 individually wrapped coil system with a firm construction option for a wider range of feels. Serta will offer innerspring and memory foam models ranging in price from $299 to $699. Some models are compatible with a Serta adjustable foundation.

Finally, Serta is launching a new Motion Essentials adjustable foundation designed to appeal to value-minded mattress shoppers. The new design includes a wireless remote and premium upholstered aesthetic at $799 for a queen size foundation.

The new mattresses and Motion Essential adjustable base will be available at select authorized Serta retailers starting in February, with national availability at all authorized Serta retailers offering Perfect Sleeper and Sertapedic in May.

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.

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