Simmons Raises Brand Awareness And Furthers its Commitment to Philanthropy taking its ComforPedic® Advanced NxG® Memory Foam mattress line to the Red Carpet

ATLANTA – Participating in the 2011 GBK Emmy Awards celebrity gift lounge, which benefits charities Art of Elysium and CancerCare, allows Simmons Bedding Company to raise brand awareness and further its commitment to philanthropic programs with its ComforPedic® Advanced NxG® Memory Foam mattress

“We’re thrilled to be back in Hollywood and introducing the ComforPedic brand to this unique, impactful group of people,” said Scott Smalling, president of Simmons’ Specialty Sleep division. “Celebrity alignment has consistently allowed us to strengthen the ComforPedic brand and simultaneously give back to charities across the country.”

Celebrities are invited to visit the ComforPedic by Simmons lounge space at the W Hollywood from September 16-17 and to test out a ComforPedic® Mystic® mattress set on Simmons’ adjustable NuFlex™ Foundation.

“Thanks to our ComforPedic® Advanced NxG® Memory Foam, designed to respond quickly to movements and dissipate heat through improved airflow, our products help provide a restful night’s sleep at an ideal sleeping temperature,” said Anne Kozel, Simmons’ Specialty Sleep brand director.

For each celebrity photographed with one of these ComforPedic® products, Simmons will donate $100, totaling up to $7,500, to Art of Elysium, a non-profit that provides artistic workshops with actors, artists and musicians for critically-ill children. Visiting celebrities will also receive a ComforPedic® Free Spirit™ pillow, and select presenters and nominees will receive a ComforPedic® Mystic® mattress set.

“ComforPedic products have been a huge hit in Hollywood,” said Smalling. “Since we attended GBK’s pre-Oscar gift lounge, numerous celebrities including William Shatner, Tony Shalhoub and Emmy Awards host, Jane Lynch, are enjoying a better night’s sleep on a ComforPedic mattress.”

Additionally, the brand was featured at this week’s L.A. Confidential Magazine & The Art of Elysium Party, held Thursday at the London Hotel in West Hollywood. Simmons donated a ComforPedic® Mystic® mattress set for the rooftop soiree’s silent auction to benefit Art of Elysium.

“Art of Elysium is an incredible organization that’s brightening the lives of children battling serious medical conditions,” said Smalling. “We’re delighted to help fund such an important cause that offers creative outlets for these remarkable kids.”

To learn more, visit www.ComforPedic.com, and to make a donation to Art of Elysium, click here.

About Simmons Bedding Company: Atlanta-based Simmons is one of the world's largest mattress manufacturers, manufacturing and marketing a broad range of products including Beautyrest®, Beautyrest Black®, Beautyrest NxG®, ComforPedic by Simmons™, ComforPedic Loft™, Natural Care® and BeautySleep®. Simmons Bedding operates 19 conventional bedding manufacturing facilities across the United States, Canada and Puerto Rico. Simmons Bedding also serves as a key supplier of beds to many of the world’s leading hotel groups and resort properties. Simmons Bedding is committed to developing superior mattresses and promoting a higher quality sleep for consumers around the world.

About AOT Bedding Super Holdings, LLC: AOT owns and manages two of the world's largest bedding manufacturers, Simmons Bedding Company and National Bedding Company, LLC. Under AOT Bedding's direction and leadership, the two companies work together where joint activities can achieve efficiencies, enhance results or provide better products and services to customers. In the marketplace, Simmons is responsible for maximizing the success of the Beautyrest®, ComforPedic®, Natural Care® and BeautySleep® brands, while National Bedding is responsible for its competing brands of Serta®, iComfort® and Perfect Sleeper®.