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Simmons banks on repositioned Beautyrest

David Perry -- Furniture Today, January 30, 2012

LAS VEGAS - Simmons is aiming for a bigger piece of the innerspring bedding pie with the launch of its repositioned flagship Beautyrest brand here.
     It is introducing two new lines. Both the Beautyrest Tru-Energy Collection, retailing from $1,599 to $2,799, and the Beautyrest Black Collection, retailing from $1,999 to $5,999, feature the company's new Recharge Sleep System, tied to the new Beautyrest tag line: "Living Life Fully Charged."
     The Recharge Sleep System features AirCool memory foam, Beautyrest's Pocketed Coil technology, and an Air-Cool design that helps sleepers stay at their ideal temperature by using airflow technology, officials said.
     Simmons also is aiming to increase its share in the specialty sleep arena with the relaunch of its ComforPedic line, which is now co-branded with the Beautyrest name, as ComforPedic from Beautyrest.
     Simmons officials said retailers believe the Beautyrest brand, traditionally associated with innerspring bedding, can be "stretched" beyond Pocketed Coils into foam products.
     The new ComforPedic from Beautyrest line features five models retailing from $2,499 to $4,599. It also uses a Recharge Sleep System, but this one substitutes Independent Support Technology - hundreds of sculpted foam cushions that respond independently to the body's shape - for Simmons' Pocketed Coils.
     All five of the ComforPedic beds feature gel foam, which is located at the top of the bed.
     There are nine models in the Beautyrest TruEnergy Collection, which replaces the former World Class line. GelTouch memory foam is in most of the beds.
     There are also nine models in the new Beautyrest Black and Beautyrest Black Beyond line. The Beautyrest Black models retail from $1,999 to $2,999, while the Beautyrest Black Beyond models retail from $3,999 to $5,999.
     Simmons' AirCool memory foam, which features an expanded cell structure, is new to the Beautyrest Black line and to the Beautyrest line. The memory foam is designed to dissipate heat.
     The new Beautyrest beds carry 20-year warranties, while the new ComforPedic line features a 25-year warranty.
     Simmons officials said the new lines meet consumers' preferences in sleep sets. They help dissipate heat and keep the sleeper at his or her ideal sleeping temperature, provide personalized back support for proper sleeping posture, and give sleepers pressure point relief and freedom of movement, the company said.
     Officials said the lines were designed with consumer preferences in mind as part of the company's new "consumer centric" approach to doing business.

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