Category: SSB

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

Serta Simmons Bedding Names Dominick Azevedo Chief Sales Officer

Azevedo to Join the Company in Late June

DORAVILLE, Ga. – June 12, 2023 – Serta Simmons Bedding (SSB), a leading global sleep company, announced today that Dominick Azevedo will be joining the company’s executive leadership team as Chief Sales Officer in late June. In this role, Azevedo will lead the sales function for the organization.

“We are continuing to advance our strategic initiatives which include delivering commercial excellence,” said Shelley Huff, CEO, SSB. “Over the past 18 months, we have strengthened our retail partnerships to drive greater impact of our trusted brands at retail. Dom’s industry expertise and proven track record in both merchandising and generating sales growth will enable us to accelerate these efforts and further enhance our leadership position in the market.”

“The brands in SSB’s portfolio have a deep heritage in delivering industry-leading sleep solutions for consumers,” said Azevedo. “I look forward to partnering with Shelley and the sales team to extend the reach of these brands. We will move with agility and execute decisive and data-driven strategies to grow our, and our retail partners’, businesses.”

Azevedo, who will report to Huff, brings more than 30 years of bedding marketing, merchandising and sales experience to SSB. He most recently served as Vice President of Merchandising and New Business Development at City Mattress, a regional mattress retailer serving Florida and New York. Prior to that, he held senior leadership roles at E.S. Kluft & Company and Advanced Sleep Concepts. Earlier in his career, Azevedo spent more than a decade at Simmons Bedding Company where he ultimately served as Executive Vice President of Sales responsible for all sales functions.

With Azevedo joining SSB, Derek Miller, current Chief Sales Officer, will transition to a new role on the sales team leading key national accounts, reporting to Azevedo.

“I’d like to recognize Derek for his leadership over the sales organization for the past four years, and his commitment to the company for the past 25 years. He will continue to play an important role at SSB as we position the company for the future,” added Huff.

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

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Serta Simmons Bedding Achieves Confirmation of Plan of Reorganization

DORAVILLE, GA., June 6, 2023 – Serta Simmons Bedding, LLC (“SSB” or the “company”), a leading global sleep company, today announced that the U.S. Bankruptcy Court for the Southern District of Texas has confirmed the company’s pre-arranged Plan of Reorganization (“Plan”). SSB, which has continued to operate as normal and serve retail partners and sleepers as usual throughout the court-supervised process, expects to emerge from Chapter 11 in the near future.

“With the Court’s confirmation of our Plan, SSB will emerge with the financial resources and flexibility to continue to drive forward our strategic growth initiatives and further bolster our leadership position in the market,” said Shelley Huff, CEO, SSB. “Throughout the process, we advanced our strategic priorities by introducing new products, investing in marketing, strengthening retail partnerships, operating a high-performing supply chain, and making critical additions to our executive leadership team. We look forward to emergence and continuing to invest in our business and our brands to deliver the high-quality and innovative sleep products, as well as excellent service levels, for which our company is known.”

Huff added, “We are grateful to our associates for their commitment to our business throughout this process. We also thank our retail and supplier partners, as well as our other business stakeholders, for their ongoing support of our mission to help people sleep better so they can live healthier lives.”

The company expects to emerge with a strengthened financial position, including ample liquidity and a flexible capital structure, to fund its strategic priorities. As a result of the financial restructuring, SSB will have substantially reduced its secured debt from approximately $1.9 billion to $315 million, which will also lower the company’s annual cash interest expense by more than $100 million.

Additional information regarding the court-supervised process is available on SSB’s restructuring website, www.SSBRestructuring.com. Court filings and other information related to the proceedings are available on a separate website administrated by the company’s claims agent, Epiq, at https://dm.epiq11.com/sertasimmons; by calling Epiq toll-free at 877-618-5414, or 503-966-3043 for calls originating outside of the U.S.; or by emailing sertasimmonsinfo@epiqglobal.com.

Weil, Gotshal & Manges LLP is serving as SSB’s legal counsel, Evercore Group L.L.C. is serving as SSB’s investment banker, and FTI Consulting, Inc. is serving as SSB’s financial and restructuring advisor.

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 Launches New Serta iComfortECO and Perfect Sleeper Collections

Introduces Enhanced Serta.com Experience for More Seamless Research and Shopping

New Marketing Campaigns Begin Running This Week

Doraville, Ga., April 19, 2023 – Serta Simmons Bedding, LLC (SSB) announced today the launch of its new Serta® Perfect Sleeper® and Serta iComfortECOTM collections. Timed to these new releases, which are rolling out now to retailers nationwide, the company is introducing enhancements to Serta.com that offer sleepers a more seamless research and shopping solution, and kicking off marketing campaigns tied to the new lines.

“At Serta, we are proud of our 90-year heritage in providing trusted sleep solutions. This year, we are bringing a tremendous amount of newness to the market across the SSB brand portfolio, including through the launches of our Serta iComfortECO and Serta Perfect Sleeper collections,” said Laura Brewick, President of Serta, Serta Simmons Bedding. “To support these launches and enhance the overall shopping experience for the Serta brand, we are introducing new features to our Serta.com channel as well as marketing campaigns that speak to the strong value proposition of our products.”

The updates to Serta.com offer sleepers a more seamless and comprehensive research and shopping solution. Highlight features include more robust content and imagery as well as a guided buying tool so sleepers can select options within a collection and better understand the consumer benefit of each choice. The site also features omnichannel touchpoints to enable sleepers to shop however they want to shop, whether that be online or by visiting one of Serta’s many retail partners.

“We are committed to serving sleepers at every part of their mattress shopping journey and, through our updates to Serta.com, are providing them with comprehensive product content that empowers sleepers to make the purchase decision that is right for them,” added Brewick. “We look forward to continuing to meet the evolving needs of sleepers and offering them tools to shop at both our retail partners and e-commerce platform.”

About Serta iComfortECO and Serta Perfect Sleeper

Serta iComfortECO is the next generation of the Serta iComfort line, first introduced to the market in 2011 and last updated in 2019. The new collection features the comfort, support, and cooling that iComfort is known for, while incorporating more sustainable materials, such as recycled fibers in both the CoolTemp™ cover and bottom support layer of the mattress, a 5-zone coil support system which is made from 85% recycled steel, and Terra FusionTM memory foam made from nearly 30% plant-based content that is USDA BioPreferred Certified.

Serta iComfortECO

The refreshed Serta Perfect Sleeper offers significant value to consumers. The line, which provides pressure relief through zoned support at every price level, is available starting at $599 (Queen), representing a 30 percent savings compared to the opening price point of the previous collection.

The refreshed Serta Perfect Sleeper

Launching New Marketing Campaigns

The new Serta collections will be supported by national advertising campaigns that began running this week. The iComfortECO campaign, which includes a 30 second video spot and will run across CTV platforms, digital and social channels, focuses on the line’s integration of more sustainable materials. Meanwhile, the Perfect Sleeper campaign, which includes short-form video content, will run on digital and social platforms, with messages on how the collection helps deliver perfect sleep every night for every type of sleeper.

For more information on the new Serta collections, visit 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 Simmons®. For more information about SSB and its brands, visit https://sertasimmons.com/.


Media Contact:

Eric Mangan
SSBCommunications@Sertasimmons.com

# # #

Serta Simmons Bedding Announces New Executive Leadership Appointments

Guy Longworth joins SSB as Chief Marketing Officer; Brian Dengler to join as Chief Innovation Officer

DORAVILLE, Ga. – April 10, 2023 – Serta Simmons Bedding (SSB), a leading global sleep company, announced today additions to its executive leadership team to advance the company’s growth strategy and strengthen its business.

  • Guy Longworth joins SSB as Chief Marketing Officer, effective today. He will be responsible for leading the SSB portfolio of brands, along with brand marketing strategy and activation, consumer insights, creative and media. He will also oversee the company’s strategy, emerging channels, and licensing business.
  • Brian Dengler will join the company as Chief Innovation Officer, effective May 8. He will be responsible for innovation strategy, R&D and product development, aesthetics, and advanced engineering.

“We are strengthening our leadership team as we move forward with our strategic growth initiatives that include leading with innovation, building demand for our trusted brands and operating a high-performing and resilient supply chain to provide industry-leading service to both retail partners and sleepers,” said Shelley Huff, CEO, SSB. “We are pleased to welcome Guy and Brian, who bring proven track records in consumer-driven innovation and igniting brand growth. These seasoned leaders will play an important role in helping us advance our strategic plans as we serve sleepers and work to reclaim our leadership position in the market.”

“Serta Simmons Bedding has an outstanding portfolio of trusted sleep brands beloved by consumers around the world,” said Longworth. “I’m thrilled to be working with Shelley and the rest of the team to build awareness and demand, helping SSB achieve its vision to be the trusted leader in sleep.”

“Innovation is – and always has been – at the core of SSB’s mission, and that is one of the many reasons I’m excited to join this team,” said Dengler. “Together, we will bring the next generation of sleep innovation to the market and ultimately help people sleep better so they can live healthier lives.”

About Guy Longworth
Longworth joins SSB with more than 30 years of global marketing experience. He has held leadership roles at iconic brands, including Intuit and Sony Interactive Entertainment America, where he led the launch of the PlayStation PS4 and was credited for returning PlayStation to market leadership, as well as disruptive technology startups, such as the agriculture-tech company Farmers Business Network, where he most recently was CMO. Longworth also held strategic marketing roles at Procter & Gamble, Kraft Foods, and Kellogg’s earlier in his career.

About Brian Dengler
Dengler brings more than 30 years of innovation and product development experience to SSB. He has held senior leadership roles at Yeti, where he owned the product roadmap, driving the company’s future vision and path beyond coolers, as well as Newell Brands, where he led global development and innovation, and paved the way for new technology for the Calphalon brand. He comes to SSB from Instant Brands, a global manufacturer of kitchen and homeware appliances, where he served as Senior Vice President, Product Development and led global product development and quality for Instant Pot, Pyrex, Chicago Cutlery, Corelle and CorningWare.

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/.

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Media Contact:

SSBCommunications@sertasimmons.com

 

Serta Simmons Bedding Digitally Transforms Supply Chain Planning with Blue Yonder

Company implementing Blue Yonder’s Luminate Planning solution to further enhance customer experience and support ongoing growth efforts  

DORAVILLE, Ga., and SCOTTSDALE, Ariz. – Mar. 16, 2023 – Serta Simmons Bedding (SSB), a leading global sleep company, today announced that it is digitally transforming its supply chain planning capabilities with Blue Yonder. SSB is in the process of implementing Blue Yonder’s SaaS-based Integrated Demand and Supply Planning solution, part of Luminate® Planning, into its existing Advanced Planning System (APS) to improve manufacturing efficiency and meet ongoing customer demand, as well as support the company’s ongoing growth efforts.

“At Serta Simmons Bedding, we are focused on helping people sleep better so that they can live healthier lives, and we are continuing to enhance our supply chain capabilities to ensure we deliver on that promise,” said Bhavani Subramanian, Chief Supply Chain Officer, Serta Simmons Bedding. “The implementation of Blue Yonder’s solution is the latest step in our effort to further build a high-performing and resilient supply chain so that we can continue providing excellent, on-time in full service to our retail partners and, ultimately, sleepers.”

Blue Yonder’s Integrated Demand and Supply Planning solution will enable SSB to better understand changing demand patterns and support advanced planning of raw materials. Leveraging artificial intelligence and machine learning prescriptive recommendations, the solution offers a holistic and connected view of the supply chain planning process supporting the company’s forecast accuracy and inventory management efforts.

“We developed the Blue Yonder solution to help companies optimize their planning capabilities and improve manufacturing efficiencies,” said Terry Turner, President – Manufacturing, Blue Yonder. “We are excited to team up with Serta Simmons Bedding to enhance their supply chain and support their efforts to deliver industry-leading sleep solutions to both retailers and consumers.” 

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/.


About Blue Yonder
Blue Yonder is the world leader in digital supply chain transformations and omni-channel commerce fulfillment. Our end-to-end, cognitive business platform enables retailers, manufacturers and logistics providers to best fulfill customer demand from planning through delivery. With Blue Yonder, you’ll unify your data, supply chain and retail commerce operations to unlock new business opportunities and drive automation, control and orchestration to enable more profitable, sustainable business decisions. Blue Yonder – Fulfill your Potential™  blueyonder.com

“Blue Yonder” is a trademark or registered trademark of Blue Yonder Group, Inc. Any trade, product or service name referenced in this document using the name “Blue Yonder” is a trademark and/or property of Blue Yonder Group, Inc. All other company and product names may be trademarks, registered trademarks or service marks of the companies with which they are associated.

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Media contacts:

Serta Simmons Bedding:
SSBCommunications@sertasimmons.com

Blue Yonder:
Marina Renneke
marina.renneke@blueyonder.com