• David Perry

Matt Firm-SSB ink 5-year agreement

HOUSTON - Mattress Firm announced that it has entered into an “initial five-year strategic partnership agreement” with Serta Simmons Bedding.

To kick-off the partnership, Mattress Firm and SSB will launch new, exclusive products, backed by an incremental $100 million marketing investment over the next 18 months to drive consumer awareness and interest, the companies said.

This joint advertising investment is in addition to Mattress Firm’s annual advertising expenditures and builds on “significant investments” that SSB is also making to drive awareness for its flagship Serta and Beautyrest brands, officials said.

SSB said it is ready to meet Mattress Firm’s product requirements “in full.”

The partnership builds on SSB’s success in the memory foam and hybrid mattress product categories with Mattress Firm. In the last year, SSB products have become the fastest-growing product lines for the retailer, officials said.

“We are excited to announce the strategic expansion of our long-standing partnership with Serta Simmons Bedding,” said Ken Murphy, CEO of Mattress Firm. “With customers more focused on sleep than ever before, they look to Mattress Firm as the leading specialty mattress retailer to offer innovative products at a compelling value.

“As a result of our recent partnership changes, we now have more flexibility than ever before to bring exciting and innovative products in all price bands to our customers,” he continued. “With the consolidation of all of our stores under the Mattress Firm banner nationally nearly complete, we can now focus fully on improving value for all consumers, while driving the business forward.”

“We strongly value our partnership with Mattress Firm and are excited about the additional marketing investment which we believe will drive further consumer demand and expand our leadership in the marketplace,” added Michael Traub, CEO of SSB. “With Serta and Beautyrest we have two of the strongest sleep brands in the industry and look forward to expanding our product presence in Mattress Firm stores this spring.”

David PerryDavid Perry | Executive Editor, Furniture Today
dperry@furnituretoday.com

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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