Simmons sets launch of Beautyrest Silver line

ATLANTA – In one of its largest product launches in years, Simmons is introducing a new Beautyrest Silver innerspring line that replaces the company’s successful Beautyrest Recharge line. Say hello to new plaid designs.

The new line features new technologies, new aesthetics, higher profiles and the best feels the company has provided, at retails ranging from $699 to $1,199 for two collections, and from $1,399 to $1,999 for an accompanying line of hybrid models.

Simmons Beautyrest SilverThe introduction of the “better” Beautyrest Silver line gives the bedding major an easy-to-understand and sell “better, best, luxury” step-up story for consumers, the company said.

With Beautyrest Platinum and Beautyrest Black rounding out the “best” and “luxury”

categories of the Beautyrest step-up story, Beautyrest Silver is designed to deliver superior sleep at mid-level price points, company officials said.

The line, which targets “discerning consumers” who expect premium elements in their day-to-day lives, includes 11 quilted models and five hybrid models. All beds in the line feature a new aesthetic that pairs blue and gray plaid visuals with diamond-pattern accents – a look that was decided upon and refined following significant consumer research, officials said.

The Beautyrest Silver quilted models feature 815 Density Beautyrest Pocketed Coil Technology to help deliver conforming back support, as well as DualCool Technology Fiber, which offers the benefits of temperature management and elevated comfort, the company said.

Simmons is providing those benefits, in part, through the use of fibers enhanced with silver to move heat and moisture away from the mattress surface, and to prevent the growth of bacteria, mold and mildew.

Each Beautyrest Silver quilted model includes additional comfort layers, such as AirFeel Foam, AirCool Foam and GelTouch Foam. AirFeel Foam is a soft, open-cell foam delivering high airflow to help keep consumers comfortable during sleep, while AirCool Foam is a channel surface design that promotes airflow through the mattress, and GelTouch Foam is a soft gel foam that provides soothing comfort with exceptional surface contouring and conformability, the company said.

Beautyrest Silver quilted models priced from $699 to $899 also contain AirCool Gel Memory Foam in the center third of the mattress to provide pressure point relief and a cool, comfortable sleeping environment.

Beautyrest Silver quilted models priced from $999 to $1,199 include both a full layer of AirCool Gel Memory Foam as well as BackCare Support, which features an additional 490 coils strategically located in the center third of the mattress designed to enhance contouring back support.

All Beautyrest Silver Hybrid models pair 1,000 Density Beautyrest Pocketed Coil Technology with DualCool Technology Memory Foam.

Each Beautyrest Silver Hybrid model includes various comfort layers, such as AirCool Memory Foam, AirCool Gel Memory Foam, Dynamic Response Memory Foam and GelTouch Foam.

While the types of layers in the models vary, each combination offers a distinctive feel based on the specific properties of each component, officials said.

The five Beautyrest Silver Hybrid models also feature an Evenloft top panel, which is a high-performance stretch knit fabric that helps provide conforming comfort, the company said.

All of the new beds are designed to work with adjustable bed bases.

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