Serta Unifies Foam and Hybrid Products Under iComfort Brand

New collection includes both all-foam and hybrid models with Serta’s most advanced technologies

Serta unveiled a new collection of iComfort mattresses at the Winter 2016 Las Vegas Market. Every new iComfort mattress features Serta’s EverFeel Triple Effects Gel Memory Foam, an advanced material infused with millions of gel beads that responds to the body’s individual needs for comfort, support and temperature regulation. Select models also feature Serta’s new SmartSupport Memory Coil System, the world’s first memory coil support layer that brings the unique feel and response of memory foam to an advanced spring system.

For the first time ever, Serta will offer iComfort Hybrid models to create a full catalog of foam and hybrid products unified under the Serta iComfort brand. The new hybrid mattresses combine Serta’s EverFeel material with an advanced innerspring support system, creating an ideal solution for mattress shoppers interested in the benefits of Serta’s gel memory foam technology, but who prefer the support of a traditional innerspring.

The complete 2016 Serta iComfort collection offers a range of models across all comfort levels and price points:

  • 8 all-foam models from $1,499 - $2,499 (MSRP for standard queen set) featuring Serta’s EverFeel Triple Effects Gel Memory Foam and Ultimate Edge® Foam Support, with three models featuring the SmartSupport Memory Coil System.
  • 11 quilted hybrid models from $1,299 - $3,499 (MSRP for standard queen set) designed to look and feel like traditional mattresses and featuring Serta’s EverFeel Triple Effects Gel Memory Foam and Duet Coil System with Best Edge Foam Encasement. Three models feature the SmartSupport Memory Coil System.
  • 8 non-quilted hybrid models from $1,499 - $3,499 (MSRP for standard queen set) featuring Serta’s EverFeel Triple Effects Gel Memory Foam and Duet Coil System with Best Edge Foam Encasement. Three models feature the SmartSupport Memory Coil System.

“We are thrilled to take iComfort to the next level with new technologies designed to provide intelligent, individualized comfort to address the needs of today’s premium mattress shopper,” says Andrew Gross, executive vice president of marketing for Serta. “In addition to a better night’s sleep, we want to provide a more seamless shopping process for both our retailers and consumers, which is why we’ve unified foam and hybrid products under the Serta iComfort brand.”

The launch of the 2016 Serta iComfort products will be supported by a new advertising campaign set to launch for Memorial Day. It will include new commercials and a fully integrated digital program across all consumer touch points. The campaign will also introduce Serta’s new brand tagline, “Always Comfortable™”. According to Serta’s own consumer research, comfort is one of the most important qualities that consumers look for in a mattress, and an attribute already strongly associated with the Serta brand.

Serta will also introduce a new adjustable base program at the Las Vegas Market that includes its first true “smart bed” system. Serta SleepGPS™ with Sleeptracker® Technology is featured exclusively in the new Motion Custom® II model, allowing consumers to track and help improve the quality of their sleep through highly advanced sensor technology.

The new iComfort mattresses and Serta adjustable foundations will be available at select authorized Serta retailers starting in February, with national availability at all authorized Serta retailers offering iComfort in May.

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