Serta Simmons Bedding Launches Beauty Sleep® & Serta® Classic® Collections

Quality and Comfort Products at Value Price Points Designed for Retail Velocity

DORAVILLE, Ga. – May 22, 2024– Serta Simmons Bedding (SSB), a leading global sleep company, announced today the launch of its new Beauty Sleep® Collection & Serta® Classic® Collection.

Designed to provide exceptional comfort and support at a compelling value, the new Beauty Sleep collection, with Original Beautyrest® Pocketed Coil® Technology for consistent, supportive sleep, and Serta Classic collection, with 3 comfort zones designed for essential lower back care and classic comfort, were developed with clear step-up merchandising platforms to introduce new consumers to the Beautyrest® and Serta® brand portfolios.

The new products are arriving at retail for Memorial Day and will also be showcased at the Summer Las Vegas Market taking place July 28 – August 1, 2024.

“The value segment is a growth area in the mattress market, but consumers are looking for trusted brands,” said Dominick Azevedo, Chief Sales Officer, SSB. “With the Beauty Sleep and Serta Classic collections, we are launching great new products that offer superior comfort, support and quality at a value price, helping drive velocity for our retail partners.”

The new launches of Beauty Sleep and Serta Classic continue the pace of 2024 new product introductions for SSB. Combined with recent Beautyrest® Black® and Serta® iComfort® launches, SSB expects to deliver more than 25,000 placements at over 6,000 retail store locations over the first half of 2024.

About The New Beauty Sleep Collection

The new Beauty Sleep Collection features Original Beautyrest® Pocketed Coil® Technology for consistent support and comfort designed with value in mind. The collection is available in Quilted Innerspring and Hybrid constructions, both with supportive sleep surfaces made from quality foams.

Key benefits for Beauty Sleep models include:

  • Firm or Plush 815 density Original Beautyrest Pocketed Coil Technology for consistent, comfortable support
  • AllCool™ Gel memory foam* that contours the body for increased pressure relief
  • AirCool® foam with a unique channeled design that allows airflow through the mattress for cool, comfortable sleep*

*Available in select models 

“We developed Beauty Sleep to be separate from but adjacent to Beautyrest,” said Rolf Sannes, SVP, Beautyrest Brand Marketing. “Beauty Sleep was introduced for price-conscious consumers looking for the aesthetics, performance and quality that Beautyrest offers at a value price point.”

The Flat Mattress collection spans 8 models in total that feature clear merchandising step-ups across the line. This collection features options for all sleepers, with 6 Quilted models ranging from firm to ultra plush comfort preferences with suggested pricing starting at $399 (Queen Firm) up to $699 (Queen Ultra Plush) and 2 Hybrid models with medium and plush support with suggested pricing starting at $699 (Queen Medium) up to $799 (Queen Plush).

A Beauty Sleep Mattress in a Box collection will follow in August of 2024.

For more information about Beautyrest products, visit

About the New Serta Classic Collection

All Serta products now feature Zoned comfort that always has your back™. The new Serta Classic Collection was designed to give consumers quality and comfort at an affordable price with 3 support zones designed for essential lower back care and classic comfort.

Serta Classic is offered at two levels – Standard and Enhanced. Each mattress features a soft, breathable cover, as well as PillowSoft® Aire foam to provide enhanced cushioning while promoting airflow through its unique, gently rippling design and 800-density coil support system. The Enhanced level features additional pressure relief for enhanced comfort with Gel Memory Foam.

“The Serta Classic Collection was developed to bring consumers into the Serta family at an approachable price,” said Anne Edwards, Senior Vice President, Serta Brand Marketing. “With supportive, individually wrapped coils and cushioning foam, the new Serta Classic blends the durability you want with the zoned comfort you need to sleep well for years to come.”

The collection spans 6 Quilted models, ranging from firm to plush pillow top support and comfort preferences with suggested pricing starting at $399 (standard Queen Medium) up to $699 (enhanced Queen Plush Pillow Top).

Building Loyalty and Driving a Turnaround

“With these new launches, we’re introducing new consumers to our brands, so they can ultimately start the step-up journey,” said Tim Oakhill, Chief Marketing Officer. “The Serta Classic consumer will one day be a Serta iComfort consumer, and the Beauty Sleep consumer will one day be a Beautyrest Black consumer. We are perfecting our already powerful brand portfolio and have created a value proposition that allows the consumer to find the right products to fit their needs.”

Serta Simmons has a pipeline of exciting new products launching over the coming months. For Serta, this includes Perfect Sleeper X™, iComfortPro™ and Perfect Sleeper Pro™, as well as Serta® Classic® Mattress in a Box. For the Beautyrest platform, this includes Beautyrest Black Hybrid and the Beauty Sleep Mattress in a Box Collection.

“The launch of Beauty Sleep and Serta Classic, designed for retail velocity, are foundational to our turnaround strategy,” said Mark Genender, Interim CEO. “Coupled with our premium Beautyrest Black and Serta iComfort launches earlier this spring and supported with retailer partnerships and our national advertising campaigns, we will continue to regain market share, expand our business, and drive success.”

For more information on all Serta products, visit

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

Media Contact:

Jamie Wallis


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