Serta Simmons Bedding Launches New Serta® iComfort ® Collection

Brand Returns to Roots on Hugely Successful Line

Zoned Comfort That Always Has Your Back™

DORAVILLE, Ga. – May 15, 2024– Serta Simmons Bedding (SSB), a leading global sleep company, announced today the launch of its new Serta® iComfort® Collection. Designed to ensure all-night comfort, the new all-foam collection features 5 support zones for full-body alignment.

The new Serta iComfort mattress collection will start hitting retail floors for Memorial Day and will also be showcased at the Summer Las Vegas Market taking place July 28 – August 1, 2024.

“The original iComfort Collection was one of the most successful lines of all time for Serta,” said Anne Edwards, Senior Vice President, Serta Brand Marketing, SSB. “It was a simple, powerful formula: competitive pricing, clear merchandising, and great feeling beds. That’s what iComfort stands for, and that’s what we are delivering. The consumers who first fell in love with the original collection are back in the market today and will be delighted.”

The collection is on track to have samples shipped to 130 dealers across more than 700 doors by the end of the summer – with 80% on-site by the end of Q2. With this launch the iComfort retail footprint is growing by more than 20%.

“We are bringing our customers products that truly work at retail,” said Dominick Azevedo, Chief Sales Officer, SSB. “When iComfort launched, it had incredible immediate success, and this collection is poised to do the same, with forward-looking fashion aesthetics and simple step-up stories at extremely competitive pricing.”

About The Newest Serta iComfort Collection

iComfort mattresses will now feature 1” to 4.5” of memory foam, including Serta’s 5 ZoneResponse™ Design, providing head-to-toe comfort and support for restorative sleep:

In addition, the iComfort Collection features CoolFeel™ fabric with premium aesthetics to provide cool, restful sleep throughout the night and pressure relieving comfort through Perfect Conform™ memory foam that contours and cradles pressure points.

“With our Serta iComfort launch, we are honoring the legacy of the brand,” said Tim Oakhill, Chief Marketing Officer. “This is a beloved product, and we have made it even more comfortable, with a cohesive and intuitive step-up and merchandising story to welcome consumers to the Serta brand – and to make selling iComfort a dream for our retail partners.”

The collection spans 7 models, ranging from firm to plush support and comfort preferences with suggested pricing starting at $1,299 (Queen Firm) up to $1,999 (Queen Plush).

“Great new product launches like Serta iComfort are foundational to our turnaround strategy,” said Mark Genender, Interim CEO, SSB. “Coupled with close retailer partnerships and broad national advertising, we will continue to regain market share and expand our business. We have an innovative and compelling pipeline of new products including Perfect Sleeper X™, iComfortPro™, Perfect Sleeper Pro™, and our opening price point Serta® Classic®  which will be available in both flat mattresses and Mattress in a Box. I’m excited for us to drive results.”

For more information on all Serta products, visit https://www.serta.com/

About Serta Simmons Bedding

Serta Simmons Bedding (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensees, Beautyrest®, Tuft & Needle® and Beauty Sleep®. For more information about SSB and its brands, visit https://sertasimmons.com/.

Media Contact:

Jamie Wallis
SSBCommunications@Sertasimmons.com

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Serta Simmons Bedding Launches New Beautyrest Black® Collection

Unveils New Beautyrest® Marketing Campaign, Reimagining the Bowling Ball Commercial

DORAVILLE, Ga. – May 1, 2024– Serta Simmons Bedding (SSB), a leading global sleep company, announced today the launch of its new Beautyrest Black® Collection. Alongside the launch, the company also announced a new Beautyrest® marketing campaign which brings back a modernized version of the iconic bowling ball commercial which first appeared 29 years ago.

The new Beautyrest Black mattresses, as well as the other anchor products in SSB’s portfolio and elements from the new Beautyrest campaign, will be hitting retail floors throughout the second quarter and will also be showcased at the Summer Las Vegas Market taking place July 28 – August 1, 2024.

“At SSB we are always looking for opportunities to both enhance the overall sleep experience for our consumers, and create the best shoppable experience,” said Rolf Sannes, Senior Vice President, Brand Marketing, SSB. “Each level within the Beautyrest Black portfolio provides the customer with step-ups in features without losing any of the innovations of the previous series.”

The new Beautyrest Black Collection launched in mid-April, and by the end of the second quarter, SSB will have shipped samples to nearly 5,000 retail store locations across more than 190 dealers.

“The response and excitement in the market has been incredible and has exceeded our expectations,” said Dominick Azevedo, Chief Sales Officer, SSB. “With the Beautyrest Black launch, we are bringing our retail partners a collection of products that are not only beautifully designed, but they take comfort to a new level – and their customers will be thrilled.”

About The Newest Beautyrest Black Collection

 

Beautyrest Black is the flagship line of Beautyrest, a leading brand in the luxury innerspring category. With the union of fine materials and premier technology, Beautyrest Black aligns where luxury meets innovation for restorative sleep.

First introduced in 2006, the latest evolution of the product lineup is being brought to the market this year with four levels of quilted innerspring models, branded Beautyrest Black Series One through Four.

All series feature the brand’s exclusive, unique triple-stranded Pocketed Coil® technology for individualized support and motion separation, Sleep Climate™ technology for temperature management, high-density foams, luxurious fashion-inspired aesthetics, quilted borders and eight handles.

The collection spans 20 models, with both Tight Top and Pillow Top options to suit support and comfort preferences with suggested pricing starting at $1,999 (Queen Series One) up to $4,999 (Queen Series Four).

Details of the new collection include:

  • Beautyrest Black Series One: Triple-stranded Pocketed Coil technology combined with Beautyrest gel memory foam and high-density memory foams, and Sleep Climate technology
  • Beautyrest Black Series Two: Addition of quilted memory foam and Micro Diamond™ memory foam
  • Beautyrest Black Series Three: Adds Self Response™ latex and 2K nano coils (Queen Pillow Top models)
  • Beautyrest Black Series Four: Upgrades to 4K nano coils (all Queen models)

New Beautyrest Marketing Campaign—The Bowling Ball Reimagined

The new brand campaign was developed to demonstrate the benefits of SSB’s Beautyrest Pocketed Coil technology, using bowling balls to serve as a symbol of the things that can disturb sleepers during the night – a partner, kids or even pets.

Comfort layers and the Pocketed Coil technology react to the impact and motion of falling bowling balls as they land and settle, demonstrating the incredible motion separation Beautyrest Black mattresses deliver. The campaign is grounded with the tagline “People at their best get their Beautyrest,” underscoring that no matter what drops into a consumer’s life, Beautyrest is there to help them experience peaceful, undisturbed sleep each night.

 

“Our new Beautyrest campaign goes back to our roots,” said Tim Oakhill, Chief Marketing Officer. “The original bowling ball commercial first aired in 1995, and then again in 2006, and we are excited to re-imagine that concept to highlight the individualized support and motion separation that the new Beautyrest Black line delivers.”

The new Beautyrest campaign was shot in early April and launches May 13 with a surround-sound media campaign across video, display, social and search.

“We are incredibly excited about the Beautyrest Black launch and the new campaign,” said Mark Genender,  Interim CEO, SSB. “This is the first of several major product launches we are executing over the coming months – through great new products, national advertising, and close partnerships with our retailers, we will continue to execute our turnaround strategy and regain market share.”

For more information on the new Beautyrest products, visit https://www.beautyrest.com/.

About Serta Simmons Bedding

Serta Simmons Bedding (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensees, Beautyrest®, Tuft & Needle® and Simmons®. For more information about SSB and its brands, visit https://sertasimmons.com/.

Media Contact:

Jamie Wallis
SSBCommunications@Sertasimmons.com

 

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New Serta Survey Discovers The Best Way To Achieve Maximum Comfort

Serta is a brand that’s been a champion of comfort for more than 90 years and with winter in full swing, we commissioned a survey with OnePoll* of 2,000 Americans to find out how people are experiencing comfort during these dark and cold winter months.

As part of our study, we discovered that only a fifth of Americans have experienced true comfort — feeling completely relaxed or at ease — in the past 24 hours and uncovered how people unwind, including:

  • The survey revealed that more than anything else, taking a nap (47%) was the top way respondents found true comfort. This was followed by taking a walk outside (41%), with having a spa day (36%) rounding out the top three ways respondents prefer to find comfort in their day.
  • And as the temperatures drop, respondents said they also find true comfort by taking a hot bath (34%) and creating the perfect temperature at home (25%) — which was determined to be 72 degrees Fahrenheit.
  • Catching some shut-eye is clearly a crowd favorite, but actually nodding off can be tricky for some — which is why 86% use a sleep or relaxation trick to help them catch some z’s.

While 46% of Americans surveyed who use a trick still count sheep to help them sleep, survey respondents detailed their must-haves to drift off to dreamland, with bedding revealed to be high in popularity.

  • Half of respondents identified using fresh sheets or pillowcases help them fall asleep, and 43% said using their favorite pillow. Millennials were more likely to attribute a good night’s sleep to fresh sheets (51% vs. 45%), while baby boomers were more likely to depend on their favorite pillow (55% vs. 43%).

Meanwhile, when it comes to blankets, Americans are split if they make the final cut in their nighttime routine, as 54% need to be either fully or partially covered. Regardless of individual sleep preferences, Serta is making it easier to find relaxation this winter by creating offerings across the Serta portfolio that are designed to provide superior comfort.

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*Data from a survey conducted by OnePoll on behalf of Serta, with a panel of 2,000 Americans.

Serta Simmons Bedding Unveiling Seven New Collections Across Its Serta® and Beautyrest® Product Platforms at Winter Las Vegas Market

New Serta and Beautyrest Product Lineups Provide Innovation at Every Price Point From Affordable Entry Level to Luxury to Ultra-Premium

Doraville, GA (January 27, 2024) Serta Simmons Bedding, LLC, one of the world’s leading sleep companies, today announced that it will launch seven new collections across its Serta® and Beautyrest® product platforms this year. The collections are designed to better position each brand with compelling product lineups with “step-up” value propositions and feature sets that are easy for consumers to understand and give our retailers the product assortment to drive step-up selling.

The new products from Serta and Beautyrest will be showcased to retailers at the upcoming Winter Las Vegas Market inside Serta Simmons Bedding’s dedicated suites B1265 and B1201. Retailers can begin ordering the products at the tradeshow in advance of the product launches starting this spring.

“As we assessed our product portfolio and spoke with many key retail partners, it became clear that we have a unique opportunity to innovate and extend our leading brand platforms to better meet the needs of our valued retailers and consumers,” said Mark Genender, Interim CEO of Serta Simmons Bedding. “Our new product lineups from Serta and Beautyrest have stunning aesthetics and are better differentiated than ever, with easy to navigate features, benefits and pricing, all designed to make it simple for retailers to showcase and sell our powerful brands. We are looking forward to their introduction at Winter Las Vegas Market as we plan for their launch this year.”

In developing the new Serta and Beautyrest collections, the Serta Simmons Bedding team was careful to protect and highlight the benefits of each brand, while creating “product platforms” that let each brand stand on their own with unique selling stories.

Serta – Zoned Comfort that Always Has Your Back
Every mattress in the new Serta lineup will feature zoned comfort to support the sleeper’s body the way it was meant to be supported. The lineup consists of six mattress collections that each have unique value propositions and, within each, offer ever-increasing features and benefits that allow the customer to zone in on their perfect comfort at any price point. The collections include:

  • Serta Classic®: Affordable, entry level pricing that is classically comfortable with features such as breathable fabric, gel memory foam and three zones of innersprings
  • Serta Perfect Sleeper®: Perfectly zoned comfort with CoolFeelTM fabric, Cool Twist® memory foam, and three ZoneActive® support designs
  • Serta Perfect Sleeper® Hybrid: Perfectly conforming with CoolFeel fabric, PerfectConform Memory Foam, and a five ZoneActive hybrid design
  • Serta Perfect Sleeper ProTM Hybrid: Perfectly responsive with CoolFeel Pro System, natural True ResponseTM Latex Foam, and a premium hybrid five ZoneActive hybrid design consisting of coils and zoned latex.
  • Serta iComfort®: Conforming comfort with CoolFeel fabric, PerfectConformTM memory foam and an all-foam five ZoneResponseTM design
  • Serta iComfortProTM: Responsive comfort with CoolFeel Pro System, natural True Response Latex Foam, and premium all-foam five ZoneResponse design

In addition, Serta is adding an all-new Serta Motion Renew™ Adjustable Base to its lineup of adjustable bases, which features key step-up benefits including dual massage, sound machine, underbed lighting, anti-snore and memory presets.

Beautyrest – People at Their Best Get Their Beautyrest™

Beautyrest is focused on providing a sleep environment created with individualized support and motion isolation to deliver individualized sleep, designed for you.Beautyrest Black® is the flagship line of Beautyrest and a leading brand in the luxury innerspring category. First introduced in 2006, the latest evolution of the product lineup is being brought to the market this year with four levels, branded Beautyrest Black Series One through Four. All series feature the brand’s unique triple-stranded Pocketed Coil® technology for individualized support and motion separation, micro-diamond memory foam for temperature management, high-density foams, luxurious fashion-inspired aesthetics, quilted borders and eight handles.

Each level within the Beautyrest Black portfolio provides the customer with step-ups in features without losing any of the innovations of the previous series, including the following highlights:

  • Beautyrest Black Series One: Triple-stranded Pocketed Coil® technology combined with Beautyrest gel memory foam and high-density memory foams, and Sleep ClimateTM technology
  • Beautyrest Black Series Two: Additional layer of quilted memory foam and Micro DiamondTM memory foam
  • Beautyrest Black Series Three: Adds Self Response™ latex and 2k nano coils
  • Beautyrest Black Series Four: Upgrades to 4k nano coils

In addition, the Beauty Sleep® brand will be re-introduced this year and unveiled at Las Vegas Market. Positioned separate from, but adjacent to Beautyrest, Beauty Sleep will deliver quality, affordable products with consistent support and long-lasting comfort. Each of the eight models feature Pocketed Coil® technology, available in both quilted and hybrid constructions.

About Serta Simmons Bedding
Serta Simmons Bedding, LLC (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensees, Beautyrest®, Tuft & Needle® and Simmons®. For more information about SSB and its brands, visit sertasimmons.com.

Media Contact:
SSBCommunications@sertasimmons.com

Serta Simmons Bedding Opens New State-of-the-Art Manufacturing Plant in Wisconsin

Janesville, WI (November 14, 2023) Serta Simmons Bedding, LLC (SSB), one of the world’s leading sleep companies, today held a grand opening event and ribbon-cutting ceremony for its new state-of-the-art 500,000 square foot manufacturing plant in Wisconsin that will produce mattresses and other bedding products under its Serta, Beautyrest and Simmons brands. SSB has long had a manufacturing presence in Rock County, and this plant is retaining more than 300 jobs for the local economy.  SSB expects to create additional jobs at the plant over the next few years as the business regains lost market share.

SSB’s new plant at 200 Innovation Drive in Janesville consolidates two Rock County plants that were located in Beloit and at another location in Janesville, transferring production to this new, state-of-the-art manufacturing plant recently completed by Zilber Property Group. The new plant will enable SSB to manufacture its portfolio of high-quality mattresses – including its Serta Perfect Sleeper®, Serta iComfort, Beautyrest Harmony® and Beautyrest Black® collections — under the same roof, enabling the company to better serve Midwest-area retailers and customers as production was previously split between the two plants.

“Our company has a proud history here in Rock County and we couldn’t be more excited to reinvest here and continue to be a big part of the local economy,” said Mark Genender, Chairman of the Board of Directors and Interim CEO at SSB. “This new manufacturing plant will enable us to enhance the quality of products and service excellence we offer to retail partners and consumers, all thanks to our experienced, talented and dedicated team of plant associates. On behalf of all my colleagues at SSB, we are very appreciative of this project’s support from Janesville and Rock County and applaud Zilber for delivering such a high quality and industry leading plant.”

Kevin Lahner, Janesville City Manager, said, “Serta Simmons Bedding expanding its operations in Rock County is an excellent indicator of the direction the city is moving. The partnership brings more job opportunities into the community and boosts the local economy. We couldn’t be happier.”

“We are thrilled to have partnered with Serta Simmons Bedding on their remarkable state-of-the-art facility, meticulously designed to meet their exact operational needs. We are grateful for the opportunity to contribute to sustained economic growth in the area and look forward to being a part of SSB’s continued success in their new plant,” stated Chad Navis, Vice President, Zilber, Ltd.

This new plant is one of the 18 manufacturing plants across the U.S. and Canada operated by SSB, and additional five Serta plants in the U.S. are operated by licensing partners.

About Serta Simmons Bedding
Serta Simmons Bedding, LLC (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensee, Beautyrest®, Tuft & Needle® and Simmons®. For more information about SSB and its brands, visit sertasimmons.com.

Media Contact:
SSBCommunications@sertasimmons.com

Serta Simmons Bedding Initiates CEO Transition

Charlie Eitel Resigns as CEO
Chairman Mark Genender to Serve as Interim CEO

Serta Simmons Bedding, LLC (SSB), a leading global sleep company, today announced that Mark Genender, Chairman of the Board of Directors, has been appointed Interim Chief Executive Officer. He succeeds Charlie Eitel, who has stepped down as CEO, effective today.

The Board of Directors has initiated a search process for the company’s next CEO to identify and review candidates.

“We are grateful that Charlie joined SSB as CEO at an important time. He strengthened our retail relationships and put leaders in place to accelerate our turnaround,” said Genender. “As I step into the Interim CEO role, I am committed to working closely with the management team to ensure a smooth transition as we continue to execute on our turnaround strategy. Looking ahead, SSB remains focused on continuing to innovate, investing in – and reinvigorating – our powerful brands, enhancing our retail partnerships and operating a high-performing supply chain that delivers industry-leading product quality and customer service.”

Genender will lead an experienced leadership team, including:

  • Dominick Azevedo, Chief Sales Officer;
  • Rob Burch, Chief Operations Officer;
  • Kristen McGuffey, Chief Legal Officer;
  • Esther Ni, Chief Human Resources Officer;
  • Tim Oakhill, Chief Marketing Officer; and
  • Lisa Wyn, Interim Chief Financial Officer.

“It has been a privilege to join SSB and set the course for the company’s future,” said Eitel. “After discussions with the Board, I have decided to step down as CEO. I know that I am leaving the company in capable hands.”

About Mark Genender

Mark Genender is the Chairman of our Board of Directors and Interim CEO at Serta Simmons Bedding. Mark is also a Managing Partner at Bristol Growth Capital, LLC, a growth and early-stage investor in the consumer/retail and media and technology sectors. Genender previously served in senior investment roles at Eldridge Industries and in the same role at the predecessor entity, Guggenheim Partners. Prior to joining Guggenheim, Genender was a Partner and Portfolio Manager at Red Mountain Capital, co-founded Star Avenue Capital, a consumer growth equity vehicle, and served as a Managing Director/Partner at Fenway Partners. While at Fenway Partners, Genender served as a Director on the Simmons Bedding Board, working very closely with management. Genender received his A.B. from Princeton University and received his M.B.A. from INSEAD.

About Serta Simmons Bedding

Serta Simmons Bedding (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensees, Beautyrest®, Tuft & Needle® and Simmons®. For more information about SSB and its brands, visit www.sertasimmons.com.

Contacts

Jamie Wallis
Serta Simmons Bedding
SSBCommunications@sertasimmons.com

Ed Trissel / Aaron Palash
Joele Frank, Wilkinson Brimmer Katcher
212-355-4449

Serta Simmons Bedding Names Industry Veteran Robert Burch Chief Operations Officer

Serta Simmons Bedding (SSB), a leading global sleep company, announced today that Robert (Rob) Burch has joined the company’s senior leadership team as Chief Operations Officer, effective immediately. In this role, Burch will lead SSB’s operations function, including the company’s network of manufacturing facilities across the U.S. and Canada.

“As we continue to execute SSB’s turnaround strategy, one of our primary areas of focus is serving our valued retail partners with industry-leading quality and exceptional service levels,” said Charlie Eitel, CEO, SSB. “Rob is a highly experienced leader with a proven track record in all facets of operations and, with his leadership, we will deliver on that promise.”

“The Serta and Beautyrest brands have a long history in being synonymous with quality,” added Burch. “I look forward to partnering with Charlie and the operations team to build on that legacy by enhancing existing processes and implementing new ones that will enable us to provide the lead times, quality and service levels that our retail partners expect and deserve.”

Burch, who will report to Eitel, brings decades of operations leadership experience to SSB. He previously served as Executive Vice President of Operations for Simmons Bedding Company responsible for manufacturing, logistics and sourcing, as well as new product development. In this role, he architected the Simmons Production System – with a focus on lean manufacturing – which drove significant improvements in lead times, quality, and cost performance.

Burch comes to SSB from Kindel Grand Rapids Furniture Company, a luxury residential furniture brand, where he served as President and CEO and led a turnaround strategy to reenergize its brands. He began his career at Steelcase Inc., a leading global producer of office furniture, where he spent more than 25 years in positions of increasing responsibility across product development and North American manufacturing.


About Serta Simmons Bedding
Serta Simmons Bedding (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensees, Beautyrest®, Tuft & Needle® and Simmons®. For more information about SSB and its brands, visit https://sertasimmons.com/.


Contacts:

Danit Marquardt, Eric Mangan
Serta Simmons Bedding
SSBCommunications@sertasimmons.com

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Serta Simmons Bedding Continues to Bring New Products to Market Through Launch of Updated Beautyrest Harmony Collection and Expansion of Beautyrest Black Line

Unveils New Serta Marketing Campaign Highlighting Serta Perfect Sleeper

Serta and Beautyrest’s Anchor Products to be on Display at the Summer Las Vegas Market in Suites B1265 and B1201

DORAVILLE, Ga. – July 28, 2023 – Serta Simmons Bedding (SSB), a leading global sleep company, announced today an updated Beautyrest Harmony® collection and the expansion of its Beautyrest Black® collection. The company also announced a new Serta marketing campaign highlighting its Perfect Sleeper® collection. The new Beautyrest mattresses, as well as the other anchor products in SSB’s portfolio and new campaign, will be showcased at the Summer Las Vegas Market taking place July 30 – August 3, 2023.

“At Serta Simmons Bedding, we have some of the most valuable brands in the industry and we are driving demand for these brands this year through the introduction of new products across our portfolio,” said Dominick Azevedo, Chief Sales Officer, SSB. “Our Beautyrest launches, in combination with the newness from Serta we began offering earlier this year, are the latest example of how we are delivering consumer-centric innovation. We look forward to enhancing our relationships with our retail partners by continually providing them and their customers with the industry-leading sleep solutions for which we are known and trusted.”

Introducing the Latest Beautyrest Harmony Collection

The updated Beautyrest Harmony collection offers advanced motion isolation and support while incorporating more sustainable materials. Highlight features include:

  • Advanced Motion Isolation and Improved Support – The collection addresses motion transfer, particularly for those who sleep with a partner. The collection also incorporates an improved Precision Support SystemTM, featuring increased coil counts across the line, that provides consistent support in any sleep position.
  • A lush, durable sleep surface made from ocean-bound plastic bottles – The cover of the collection is produced from up to 100 plastic bottles – which is up to twice the amount in the previous collection — gathered from coastlines and ocean-bound waterways and then transformed into a premium fabric.
  • Three layers of cooling technology in the top model –The collection offers various levels of cooling with the top model featuring surface level cooling fibers, plant-based cooling technology on the cover and charcoal-infused cooling foam in the quilt.
  • Premium Pressure Relief – The refreshed collection provides premium pressure relief due to the Beautyrest ActiveResponseTM Memory Foam that contours to the body to help alleviate aches and pains.

The Beautyrest Harmony collection, which consists of innerspring and hybrid options, will be available for suggested retail pricing ranging from $699 to $2,199 (Queen).

Expanding Beautyrest Black

Following last year’s relaunch of Beautyrest Black, SSB is expanding the premium line with the introduction of the all-new Beautyrest Black B-Class, a new foundational model. Beautyrest Black B-Class, which brings the line’s core support, pressure relief and cooling benefits to a broader segment of sleepers, will be available in innerspring and hybrid options at suggested retail pricing ranging from $1,999 to $2,399 (Queen).

The new Beautyrest Harmony and Beautyrest Black B-Class mattresses will be available for retailers to order beginning this month, with shipments starting in September.

New Serta Marketing Campaign

Following the introduction of the new Perfect Sleeper and Serta iComfortECO collections earlier this year, Serta is unveiling a new brand marketing campaign. Featuring the Serta sheep and highlighting Serta Perfect Sleeper, the campaign demonstrates the restorative power of comfort, both physical and emotional, with the iconic Serta sheep taking on their new role as shepherds of comfort. The campaign, which kicks off in August, will run across national cable, CTV platforms, digital and social channels.

“We are committed to not only delivering innovative products to sleepers, but also supporting our valued retail partners with strong marketing initiatives that drive traffic to their stores,” said Laura Brewick, President of Serta, SSB. “Our new campaign helps deliver on this promise by underscoring the trademark comfort of the Serta brand while also celebrating those who provide comfort to others on a daily basis.”

About Serta Simmons Bedding
Serta Simmons Bedding (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensees, Beautyrest®, Tuft & Needle® and Simmons®. For more information about SSB and its brands, visit https://sertasimmons.com/.

Media Contact:
Eric Mangan
SSBCommunications@sertasimmons.com

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Serta Simmons Bedding Announces Leadership Transition

Industry Veteran Charlie Eitel Appointed Chief Executive Officer

Seasoned Marketing Leader Tim Oakhill Named Chief Marketing Officer

Established Private Equity Investor Mark Genender to be Named Executive Chairman of the Board of Directors and Former Stanley Black & Decker CEO James M. Loree Has Joined Board

DORAVILLE, Ga., – July 25, 2023 – Serta Simmons Bedding, Inc. (SSB), a leading global sleep company, today announced that Charlie Eitel, current Board member and former Chairman and CEO of Simmons Bedding, has been appointed Chief Executive Officer (CEO) and Tim Oakhill, former Chief Marketing Officer (CMO) of Simmons Bedding, has been appointed CMO, both effective immediately. Eitel succeeds Shelley Huff and Oakhill succeeds Guy Longworth, who are both departing the company. In addition, SSB announced today that the Board intends to name Mark Genender as Executive Chairman of the Board, and that James M. Loree, the former President and CEO of Stanley Black & Decker, has been appointed to the Board.

“SSB has a strong foundation built on the company’s deep heritage in innovation and portfolio of leading brands,” said Genender. “To regain market leadership, our new Board believes we must build on that legacy by continuing to innovate and invest in our brands, enhancing retail partner relationships and providing industry leading quality and service. Charlie is an experienced industry leader with deep retailer and supplier relationships and an appreciation for the competitive environment, while Tim is a seasoned marketer with extensive experience building brands and driving product development in the bedding industry. The Board is confident that Charlie and Tim, in addition to the existing senior team, are the right leaders to position SSB for the future.”

“We thank Shelley for leading SSB through its restructuring and positioning the company for its next phase of growth. We wish her well in her future endeavors,” Genender added.

“It is a privilege to join Serta Simmons Bedding during this important moment at the company,” said Eitel. “We have a clear vision of how to strengthen our market position. I look forward to working with the rest of the Board and leadership team at SSB to execute our strategy and deliver the innovative sleep products for which retailers and consumers have always trusted us.”

Eitel and Oakhill join the company’s experienced leadership team including:

  • John Linker, Chief Financial and Operations Officer;
  • Dominick Azevedo, Chief Sales Officer;
  • Kristen McGuffey, Chief Legal Officer;
  • Esther Ni, Chief Human Resources Officer;
  • Heather Decker, Chief Strategy Officer; and
  • Brian Dengler, Chief Innovation Officer.

Loree brings extensive experience to the Board driving operational excellence and business transformation and will play an important role helping the company continue to evolve. In addition to Eitel, Genender and Loree, SSB’s Board is comprised of business leaders with relevant experience in manufacturing, consumer durables and retail, including Jim Fogarty (CEO, FULLBEAUTY Brands), Alan Shaw (Former President and CEO, North America, Electrolux) and Brandi Thomas (Group Vice President and Chief Audit Executive, General Electric).

About Charlie Eitel

Charlie Eitel previously served as CEO of Simmons Bedding from 2000 to 2008 during which time Simmons experienced unprecedented growth and established its position as a global sleep solutions pioneer. He also served as Vice Chairman of the Simmons Bedding Board from 2008 to 2010. More recently, Eitel served on the Boards of both Mattress Firm and City Mattress, a leading retail innovator. He also previously served as Chairman and CEO of WS Packaging Group. Eitel received a B.S. from Oklahoma State University.

About Tim Oakhill

Tim Oakhill previously held various marketing roles including Chief Marketing Officer at Simmons Bedding. In these roles, Oakhill drove significant growth of the product and brand platforms that built on the company’s legacy. More recently, he founded one of the industry’s first direct-to-consumer brands, Yogabed. He served as Worldwide Chief Marketing Strategist for IBM and as EVP at Mattress Firm. Oakhill received an M.B.A. from the University of Virginia, and a B.S. and B.A. from the University of South Carolina.

About Mark Genender

Mark Genender is currently a Managing Partner at Bristol Growth Capital, LLC, a growth and early-stage investor in the consumer/retail and media and technology sectors. Genender previously served in senior investment roles at Eldridge Industries and in the same role at the predecessor entity to Eldridge Industries, Guggenheim Partners. Prior to joining Guggenheim, Genender was a Partner and Portfolio Manager at Red Mountain Capital, co-founded Star Avenue Capital, a consumer growth equity vehicle, and served as a Managing Director/Partner at Fenway Partners. While at Fenway Partners, Genender served as a Director on the Simmons Bedding Board. Genender received his A.B. from Princeton University and received his M.B.A. from INSEAD.

About James M. Loree

James M. Loree is the former President and Chief Executive Officer of Stanley Black & Decker, Inc. Prior to serving as Stanley Black & Decker’s CEO, he served as its Chief Operating Officer. Before that, he served as Chief Financial Officer of The Stanley Works prior to its merger with Black & Decker. Earlier in his career, Loree served in various operating and fiscal management positions of increasing responsibility at General Electric Company. Loree holds a bachelor’s degree from Union College, where he serves as a trustee. Loree currently also serves on the Board of The Whirlpool Corporation where he has served since 2017.

About Serta Simmons Bedding

Serta Simmons Bedding (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensees, Beautyrest®, Tuft & Needle® and Simmons®. For more information about SSB and its brands, visit www.sertasimmons.com.

Contacts

Danit Marquardt
Serta Simmons Bedding
SSBCommunications@sertasimmons.com

Ed Trissel / Aaron Palash
Joele Frank, Wilkinson Brimmer Katcher
212-355-4449

Serta Simmons Bedding Completes Financial Restructuring and Emerges from Chapter 11

Strengthened Financial Position to Advance Turnaround Strategy

 DORAVILLE, Ga., June 29, 2023 – Serta Simmons Bedding, LLC (“SSB” or the “company”), a leading global sleep company, today announced that it has concluded its financial restructuring and emerged from Chapter 11, marking the completion of a critical step in the company’s turnaround effort.

“The financial restructuring process we completed today signifies an important step forward that will enable us to accelerate our turnaround and strengthen our leadership position in the market,” said Shelley Huff, CEO, SSB. “The Serta and Beautyrest brands in our portfolio have a deep heritage in innovation and have played meaningful roles in the lives of consumers for generations. With our financial restructuring behind us, we are taking steps to drive growth by getting back to our innovation roots, reinvesting in our iconic brands, and nailing the fundamentals of our business with a focus on commercial and supply chain excellence.”

SSB, which has been executing on its strategic initiatives over the past 18 months, is advancing its turnaround across the following pillars:

  • Leading with Product Innovation – The company is bringing significant newness to the market this year through the refresh of the vast majority of its product portfolio. Looking ahead, SSB will more frequently update its product mix to deliver consumer-driven innovations as well as high-value products across brands and price points.
  • Brand Reinvigoration – Alongside SSB’s commitment to innovation, the company is increasing marketing investments and sharpening its brand positioning to create greater differentiation for the brands in its portfolio, as well as maximize the potential of each brand.
  • Commercial Excellence – As it brings new products to market, SSB is focused on better supporting retail partners and their sales associates to drive sales growth. The company is also leveraging its direct-to-consumer platforms to test new shopping concepts and improve the omnichannel consumer experience.
  • Operating a High-Performing Supply Chain – The investments SSB continues to make in its supply chain are enabling the company to efficiently deliver quality products and excellent service levels to retail partners and sleepers. Supply chain enhancements include the implementation of new processes and technology as well as the optimization and upgrading of its manufacturing network.

“As we execute our turnaround, we will become an even stronger partner to retailers and will help them better serve their customers with our trusted brands and refreshed product portfolio,” added Huff.

As SSB emerges from Chapter 11, a new Board of Directors has been appointed to oversee the company. Previous board members Huff and Brandi Thomas (Group Vice President and Chief Audit Executive, General Electric) will continue to hold board positions. Established private equity investor Mark Genender (Managing Partner, Bristol Growth Capital, LLC), who previously sat on the Simmons Board, will serve as Chairman. The rest of the Board is made up of business leaders with relevant experience in manufacturing, consumer durables and retail, including Charlie Eitel (Former CEO, Simmons Bedding Company), Jim Fogarty (CEO, FULLBEAUTY Brands), Alan Shaw (Former President and CEO, North America, Electrolux), and an additional board member to be announced.

“I look forward to partnering with Shelley and the management team, as well as the rest of the Board of Directors and the company’s investors, to help advance SSB’s turnaround effort,” said Genender. “Serta and Beautyrest are among the most valuable brands in the industry. These brands, in combination with SSB’s strategic areas of focus, executive leadership, and investor support, will drive the next phase of growth for the company.”

SSB is emerging with ample liquidity and a more flexible capital structure that will enable it to execute its turnaround. As a result of the Chapter 11 process, SSB successfully reduced its funded debt from approximately $1.9 billion to approximately $315 million. The nearly
$1.6 billion debt reduction lowers the company’s annual cash interest expense by more than $100 million, enabling more investments back into the business. In addition, in connection with emergence, SSB has obtained a $100 million revolving credit facility which, along with substantial cash on hand and cash generated from operations, will provide additional financial flexibility to support the company’s strategic initiatives.

During the Chapter 11 process, Weil, Gotshal & Manges LLP served as SSB’s legal counsel, Evercore Group L.L.C. served as SSB’s investment banker and FTI Consulting, Inc. served as SSB’s financial and restructuring advisor. Gibson, Dunn & Crutcher LLP served as legal counsel, and Centerview Partners served as financial advisor and investment banker, to an ad hoc group of SSB’s priority lenders.

About Serta Simmons Bedding
Serta Simmons Bedding (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensees, Beautyrest®, Tuft & Needle® and Simmons®. For more information about SSB and its brands, visit www.sertasimmons.com

Contacts
Danit Marquardt
Serta Simmons Bedding
SSBCommunications@sertasimmons.com

Ed Trissel / Aaron Palash
Joele Frank, Wilkinson Brimmer Katcher
212-355-4449