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

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

Media Contact:

Jamie Wallis





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