Simmons Unifies Beautyrest Brand with Historic Product Introduction
More than 70 percent of company product portfolio to debut at January Market.
(ATLANTA – January 18, 2015) – This January Market, Simmons Bedding Company (“Simmons”) celebrates the unification of its Beautyrest® brand with the largest product launch in company history. The cross-category product introduction representing more than 70 percent of Simmons’ product portfolio will unite under the company’s flagship brand.
The One Beautyrest strategy comes to life in the new Recharge family of products.
Four new lines will debut under the Beautyrest Recharge® banner:
- Beautyrest Recharge® and Recharge® Ultra, an upgrade of the popular classic at affordable price points
- Beautyrest Recharge® World Class™, expertly crafted to provide the ultimate in support, comfort and temperature management
- Beautyrest Recharge® Hybrid, redesigned to combine the best and latest in Pocketed Coil® Technology and AirCool™ Memory Foam
- Beautyrest Recharge® Memory Foam Plus, innovative memory foam technology comprises a true support system unlike anything else in the category
The new offering promises more value at every level, ensuring exclusive technologies, unmatched feels and legendary support across all lines.
“Simmons has steadily moved toward Beautyrest brand unification since 2012, and we’re excited to implement this fully realized brand alignment in 2015. Beautyrest already commands strength in the marketplace with consumers, retailers and suppliers alike. This move was the natural next step in powering brand momentum,” said Jeff Willard, EVP of Marketing at Simmons.
Beautyrest Recharge and Recharge Ultra feature Legendary Pocketed Coil® technology, providing conforming back support and motion separation for undisturbed sleep. Comfort comes thanks to layers of premium GelTouch™ and AirCool Foams that promote freedom of movement and pressure relief, as well as exceptional surface contouring and conformability. Recharge Ultra models also contain a layer of AirCool Memory Foam for comfort, pressure relief and temperature management. The line’s 13 models are priced from $699-$1,299 and offer multiple feel choices.
Beautyrest Recharge World Class combines the unparalleled support of Beautyrest Pocketed Coil technology with the comfort of GelTouch and AirCool Memory Foam and temperature management of the new SurfaceCool Plus™ Fiber. This unique fiber layer is designed to dissipate heat away from the surface to help the sleeper maintain an ideal sleep temperature. This expertly crafted combination aims to help consumers experience a superior night’s sleep. The line’s 10 models are priced from $1,399-$1,999 and offer multiple feel choices.
Beautyrest Recharge Hybrid is the next generation mattress that combines the best of both worlds – Beautyrest Pocketed Coil technology with AirCool Gel Memory Foam technology – to deliver the support consumers need and the comfort they want. Also featured is the innovative, new AirCool® Max Memory Foam, using conductive properties of Simmons’ proprietary Micro-Diamond Technology to help move heat away from the body. The conforming back support of Beautyrest Pocketed Coil springs paired with the comfort, pressure relief and temperature management of AirCool Memory Foam technologies is the choice for consumers looking to experience energizing sleep. The line’s six models are priced from $1,399-$2,499 and offer multiple feel choices.
Beautyrest Recharge Memory Foam Plus combines exclusive new technologies for conforming support, comfort and temperature management. Unlike most memory foam mattresses, this line offers a Dual Support System, topping its base support foam with the new Beautyrest Engineered Gel Support Layer. The over 700 responsive sculpted cushions that make up the Engineered Gel Support Layer independently conform to your shape and movement for personalized support. This layer combines with the temperature managing, conductive properties of AirCool Max Memory Foam to help provide restful, restorative sleep. The line’s five models are priced from $1,399-$2,499 and offer several feel choices.
All four lines offer Simmons’ new, non-prorated ten-year limited warranty.
The lines feature striking new aesthetics, including an enhanced Beautyrest Navy and a new sable-colored design, featuring a sophisticated herringbone pattern on select models in the Recharge World Class line.
From value to looks to performance, we’ve improved upon every facet of the new Beautyrest lines across all price points,” said Rolf Sannes, ce President of Brand Management. “With the best new technologies and aesthetic trends, the new Recharge product family brings consumers the comfort, support, innovation and quality they expect from Beautyrest.”
Simmons will also introduce a new line of BeautySleep® mattresses, providing customers with unmatched comfort, support and value at entry-level price points. Select models feature GelTouch Foam and AirCool Memory Foam for comfort and freedom of movement. The line’s seven models offer multiple feel choices. The line offers Simmons’ new, non-prorated ten-year limited warranty.
Four new pillows will debut in Vegas as well. Priced $69-$149, this line features AirCool Memory Foam, removable covers and travel cases in select models.
RECHARGE 2.0: 2015 BEAUTYREST AD CAMPAIGN
The revamped Beautyrest portfolio will be supported by a full-scale advertising campaign, the largest in company history. In a time when the CDC calls the country’s sleep habits “a public health epidemic (1) where as many as 70 million Americans suffer from lack of sleep (2), Simmons aims to offer consumers the easiest, most natural solution to fix their sleep problems: the mattress.
The 2015 Recharge 2.0 campaign picks up where the 2014 Recharge campaign left off. After showing a world where people didn’t get their Beautyrest, the new campaign wakes up America’s Sleep Challenged. The new high-energy campaign, aptly themed Look Out World, transitions the focus from the Day Before to the Morning After.
“The Recharge 2.0 campaign is a celebration of consumers taking back the day after a recharging night of Beautyrest,” said Willard. “It’s a quick-witted, fun and empowering take on a serious issue, and provides a look at how a Beautyrest mattress allows people to reclaim healthy sleep habits to vastly improve their lives.”
The consumer campaign kicks off in February 2015, with TV spots airing prior to Presidents’ Day on network and cable channels. A comprehensive digital, social, public relations push will round out this national, multimedia campaign.
Simmons will also expand its retail sales initiative Simposium dedicated to helping Retail Sales Associates (RSA) simplify and streamline the sell.
In January, the company will launch SleepSells.com, a one-stop information hub for the retail sales community. The site houses a multimedia mix of informative, relevant content that RSAs can leverage to strengthen their pitch. This includes behind-the-scenes looks at Simmons’ emerging products and technologies, industry and consumer trends around sleep and wellness, and retail best practices – all informed and inspired by real comments and feedback from RSAs, Simmons Retail Account Specialists (RAS), and Simmons leadership. Sharing and comment features allow for two-way conversation among RSAs, RASs and Simmons decision-makers.
Unlike other industry resource sites, SleepSells.com connects the RSA directly to the manufacturer, making for a unique, personal dialogue that encourages learning on both sides. SleepSell.com is the first manufacturer-developed site of its kind targeted directly and exclusively to the RSA.
Simmons also announces, as of Market, the public availability of SIMulator, its proprietary, groundbreaking augmented reality app, across all major product lines. This app, introduced with great success at Market in July 2014, uses customized, trackable torso boards to trigger an interactive 3-D model that breaks down the mattress layer-by-layer. This peek “behind the curtain” is designed to increase consumers’ comfort and confidence, thereby shortening the purchasing cycle and enabling RSAs to more easily close the sale. SIMulator will feature products from all flagship lines, including: Beautyrest Recharge, Beautyrest Recharge World Class, Beautyrest Recharge Hybrid, Beautyrest Recharge Memory Foam Plus and Beautyrest Black®. The app is available for download on the App Store and Google Play™ beginning January 2015.
With a final word on his company’s 2015 strategy, Simmons President Tony Smith says: “By uniting our innovative products under the muscle of our flagship brand, we strengthen our multi-category portfolio offering in the full range of price points. We’re investing more than ever before in national advertising in order to continue the momentum of Beautyrest in the Marketplace. This, combined with our unique approach to retail sales outreach, sets us on the course to continue to match – even exceed – our stellar sales growth of recent years.”
1) “Insufficient Sleep Is a Public Health Epidemic.” Centers for Disease Control and Prevention. National Center for Chronic Disease and Prevention and Health Promotion, Division of Adult and Community Health, n.d. Web. 12 Dec. 2014
2) Institute of Medicine. Sleep Disorders and Sleep Deprivation: An Unmet Public Health Problem. Washington, DC: The National Academies Press; 2006.