Serta launches high-end, high-tech iComfort line

David Perry -- Furniture Today, January 29, 2013

LAS VEGAS - Serta is following up on its blockbuster iComfort line of gel memory foam beds with the launch of a new high-end iComfort line.
Called iComfort Directions, the line introduces what Serta says is the industry's first dual-action gel memory foam, Cool Action Dual Effects. It features a new gel that uses phase-change materials encapsulated in gel to capture, store and dissipate heat away from the mattress. It also offers 25% more gel than iComfort's original Cool Action gel memory foam.
Serta says the new design provides enhanced cooling from its surface but also adds individualized support from the core.
The four models in the iComfort Directions line retail from $1,999 to $2,999, and are part of a push by Serta to maintain the double-digit sales growth the iComfort line has enjoyed. Serta says iComfort, launched two years ago here, has been the most successful product launch in bedding history.
Bob Sherman, Serta's president, said the new line represents "the next-generation of gel bedding."
The iComfort Directions line features three other new technologies, in addition to the dual-action gel memory foam. The line also introduces EverCool Gfx, which Serta says is the first memory foam to incorporate a super-fine infusion of heat-conducting graphene, which offers 25% more heat dissipation ability than the Serta's original Kool Comfort memory foam.
Also new are Pods, a gel-activated support system. The macro gel discs help provide extra push-back support from the lower portions of the mattress, while maintaining a firm seating edge, the company said.
And the new ThermoCool high performance fiber treatment in the cover is designed to help enhance moisture wicking capability. The Tencel fibers aid moisture dissipation and resist the growth of molds, bacteria and odors, Serta said.
All four of the new materials work together to balance comfort, support and temperature regulation, the company said.
The four beds feature Italian ribbons in a band that divides the border of the mattresses.
In addition, the line is offered with a new Serta Motion Custom adjustable base that offers a lumbar support system, head-tilt support, a built-in sound system, Bluetooth to sync smart devises, USB outlets, a motion-sensitive backlit remote and safety lighting under the base.
Serta also is using this market to relaunch its Perfect Sleeper line. New features include the SmartSurface quilt, which offers various cooling technologies, Cool Twist gel memory foam, with a liquid gel-enhanced material, and a new support system providing up to 25% more support in the center of the mattress.
The three lines in the new Perfect Sleeper offering retail from $399 to $1,199.
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