• David Perry

Simmons adds boxed beds to Beautyrest, BeautySleep

LAS VEGAS — Bedding major Simmons introduced a new line of bed-in-a-box models here being offered under the Beautyrest and BeautySleep brands.

The new beds are the result of a recently announced strategic partnership with Sinomax USA, a global manufacturer and distributor that specializes in memory foam technology products.

Launching during the fourth quarter of 2017, the mattress-in-a-box offerings will be sold in-store and online via the brand’s dealer network, officials said.

The collection includes the 10-inch Beautyrest ST (Smart Technology) High Performance Memory Foam Mattress, which comes bundled with a Beautyrest Sleeptracker monitor. In addition, the collection features 8-inch and 10-inch memory foam models sold under the Simmons BeautySleep name. All three products will be assembled in the United States at Sinomax’s new facility in Nashville, Tenn., the company said.

“Consumers possess a variety of preferences regarding the mattress shopping process, so we strive to offer a range of purchasing experiences through our dealers,” said Cara Finger, Beautyrest’s vice president of brand management. “The introduction of Beautyrest and Simmons BeautySleep mattress-in-a-box products is a first for our brand, and we were excited to preview this new category in Las Vegas.”

Simmons officials said they also promoted the new Beautyrest consumer advertising campaign at the Las Vegas Market. Positioning Beautyrest mattresses as the ultimate equipment for high-performance sleep, the campaign builds upon the growing belief that personal performance is based on three basic pillars of health — exercise, nutrition and sleep — and that to achieve success in daily life, one must perform optimally in all three areas, the company said.

In connection with the launch of its new campaign, Beautyrest has partnered with Dr. Rebecca Robbins, a sleep researcher and co-author of “Sleep for Success.”

Beautyrest will showcase consumer-oriented content from Robbins on Beautyrest. com, on its Under the Covers blog and on the brand’s social media channels. Robbins will also be featured on SleepSells, the brand’s online training destination for retail sales associates and other industry insiders.

Throughout market, Beautyrest touted the success of its SleepSells program and its second annual National Training Month, which focused on educating retail sales associates about key industry topics prior to the summer selling season, officials said.

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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