About those Serta-Simmons rumors
Heard those rumors about Serta buying Simmons? If not, you’ve been stuck in a cave somewhere for the last few days. (Is it cool in there?)
I’ve been asked repeatedly about the supposed Serta-Simmons union, and I’ve repeatedly responded that there’s nothing to it … yet. But I also note that this industry has gotten so crazy of late that I can believe almost anything.
For the record, I have no first-hand knowledge that Serta’s owners are working on a deal to acquire Simmons. But, then, they wouldn’t be telling me if they were.
I do know that Simmons is looking to get a new owner, and that Serta’s owners could be expected to consider any number of possible acquisitions. And I also know that Serta, with its exclusive distribution through its sleep shop network and Sam’s Club, could much more easily add Simmons to its portfolio than, say, a Sealy could join with Simmons. And I also know that Serta plus Simmons would equal a new No. 1 in Mattressville, a crowning achievement for Serta.
Now this doesn’t necessarily add up to a Serta-Simmons marriage. If such a union does occur, this column will be Exhibit A
that I saw it coming. If such a union doesn’t occur, well, it was interesting speculation, wasn’t it?
Matress King commented:
Simmons went for a high price market customer, but does not deliver a high quality product. The numbers speak for themselves Serta is killing Simmons in sales!!!
tommy b the bed selling daddy commented:
Serta hope they stay where they are Big lots BJ's Wholesale Americas Mattress and the likes, they have no one to go against just a price buyer who wants to drag that stuff home !! for some short term misery
Dazed & Confused commented:
All I can hope for, should a buyout like this happen, is that Serta doesn't degrade the preceived value that Simmons holds - the way they did their own product.
It will be a sad day when my local hardware store starts selling Beautyrest.
Anyone who's sold both Serta and Simmons at a multi-end level can tell you that at every price point Simmons makes Serta look ridiculous.
Serta has wiped any value from their brand name, in at least the chicago-land market, in the past few years.
The thing I find most commical is that I believe Serta is who has cheapend the veiw, in the consumers eyes, of the whole mattress industry (followed closely by what Sealy did to Sterns), that led to the fall of Simmons. Build a name with quality, and then use it to abuse it - I wonder why America is failing?
Dazed & Confused commented:
All I can hope for, should a buyout like this happen, is that Serta doesn't degrade the preceived value that Simmons holds - the way they did their own product.
It will be a sad day when my local hardware store starts selling Beautyrest.
Anyone who's sold both Serta and Simmons at a multi-end level can tell you that at every price point Simmons makes Serta look ridiculous.
Serta has wiped any value from their brand name, in at least the chicago-land market, in the past few years.
The thing I find most commical is that I believe Serta is who has cheapend the veiw, in the consumers eyes, of the whole mattress industry (followed closely by what Sealy did to Sterns), that led to the fall of Simmons. Build a name with quality, and then use it to abuse it - I wonder why America is failing?
Dazed & Confused commented:
To Warren Littrell:
Bad news... the market is already flooded with over seas built mattresses.... who do you think supplies foams to most of the "American Made" brands?
Dazed & Confused commented:
To Warren Littrell:
Bad news... the market is already flooded with over seas built mattresses.... who do you think supplies foams to most of the "American Made" brands?
Tom commented:
Oh well!
sealy rep commented:
Will the new company name will be SEMMEN?
phoenix mattresses commented:
how about selling simmons to a chines company.Insted of having SERTA Buying Simmons.
B.A. In Phoenix commented:
Well i guess one must talk about a monopoly in the industry.Serta controling Simmons dosent sound logical. For Simmons to be in the same line as Spring air Dosent look right. kind hard to belive... this when Serta , Sealy and spring air were all coping simmons on the one side mattress....have we forgotten how much advance Simmons products are ove Serta, Sealy and any mattress company out there... hey look at the simmons name... when was the last time you so them natinaly advertise..
Dan Mindow commented:
No matter who becomes #1 in volume it is still the service, quality and people that will make a brand strong. Today, more than ever the retailers need all the help that they can get. Let's not get carried away that sales volume and profit dollars are the only issues. If Simmons and Serta do not demonstrate the ability to make synergy thier competition certainly will. Look what has happened in the void that Spring Air left - those who seized the opportunity have gained share. Still a lot of questions to be answered don't you think?
reprip commented:
Serta Rep,
Why would FT not allow Springypoo's comments? Are you so sensitive about your product line that you advocate censorship? We get people in our store every single days who complain about body impressions in your mattresses after 2-4 years. Hardly awe-inspiring quality. Serta, Sealy and Simmons no longer enjoy the brand name domination it once enjoyed because they started sacrificing quality for profit margin.
Mattexpert commented:
Well said Serta Rep. I am an owner and currently floor both brands. Just an opinion, but it seems a poor move for Serta. Why take on so much debt just for the ego of saying you're bigger than Sealy? If Simmons were to fail, Serta could buy the pieces at a larger discount. I'm all for some consolidation, but this one leaves me scratching my head.
Serta Rep commented:
To springypoo
I am amazed that furnituretoday allowed your post. You say you had an excessive comfort exchange for 6 years. You must be the worst businessman in the world, or perhaps the owner of your business realized that the ratio of sales per exchange was very profitable. Serta has far more satisfied customers than any other in the industry. You should have to qualify any opinion you state in this forum with at least the name of your business or some sort of background other than you being a disgruntled salesperson. i have sold Serta retail for 20 years, and am now a Serta sales rep. Simmons is a fine product, and so is Sealy along with many others. In this environment you are a common person to "knock" a company as you have attempted here.
www.sleepspert.com commented:
Oy vey, sounds like a retailer's nightmare. But looking on the bright side, this could present wonderful new opportunities for 2nd tier players in mattress manufacturing--many of whom make a fab product.
www.sleepspert.com commented:
Oy vey, sounds like a retailer's nightmare. But looking on the bright side, this could present wonderful new opportunities for 2nd tier players in mattress manufacturing--many of whom make a fab product.
mattressmusemistress commented:
Maybe the bed buyers out there know it's time for a change? Ever tried buying a bed with a mattress that actually suits you and your significant other? Ever worried about the impact discarded mattresses have on our planet? Perhaps the industry needs to welcome change not block it...
SPRINGYPOO commented:
God help the mattress industry if Serta buys out Simmons! I personally sold serta for over 6 years and it is absolute junk! I never did so many comfort exchanges and had so many warranty issues in my life! On the other hand I can never recall having a comfort exchange on a Simmons model I sold! Too bad for Simmons!
I,ll never forget Sertas famous line! We will never make a one sided mattress!!!!!!!!Bob Sherman should of jumped ship to Spring Air and save that company!
Warren Littrell commented:
It it possible that Simmons could receive TARP money from the Federal Government. Maybe Simmons is "Too large to fail". The mattress business is in such disarray that it is too hard to understand how any company will survive this legnthy downturn. I know one thing, thattwo "Major" mattress suppliers is not the answer. If this happens, then chinese made mattresses will flood this market. Healthy competition is necessary for this industry to survive as MADE IN THE USA.
