Simmons Bedding Company is celebrating the unification of its Beautyrest brand with the largest product launch in company history at the Winter Las Vegas Market. The cross-category introduction unites more than 70 percent of Simmons’ product portfolio under the company’s flagship brand name.
“Simmons has steadily moved toward Beautyrest brand unification since 2012 and we’re excited to implement this fully realized brand alignment in 2015,” said Jeff Willard, EVP of Marketing. “Beautyrest already commands strength in the marketplace with consumers, retailers and suppliers alike. This move was the natural next step in powering brand momentum.”
The new One Beautyrest strategy comes to life with four new lines under the Beautyrest Recharge banner, promising more value at every level with exclusive technologies, unmatched feels and legendary support.
An upgrade of the classic Recharge collection, the new Beautyrest Recharge and Recharge Ultra offer advanced technology at affordable price points. Comprised of 13 models that retail from $699 to $1,299, this collection features Unique Pocketed Coil technology to provide conforming back support and motion separation for undisturbed sleep. Layers of premium GelTouch and AirCool Foams promote freedom of movement and pressure relief, as well as exceptional surface contouring and conformability.
The Beautyrest Recharge World Class provides the ultimate in support, comfort and temperature management by combining the unparalleled Beautyrest Pocketed Coil technology with layers of GelTouch and AirCool Memory Foam and the new temperature-regulating SurfaceCool Plus Fiber. This unique fiber layer is designed to dissipate heat away from the surface to help maintain an ideal sleep temperature. The line’s 10 models are priced from $1,399 to $1,999.
The Beautyrest Recharge Hybrid has been redesigned to combine the best of both worlds—Beautyrest Pocketed Coil and AirCool Gel Memory Foam technologies—to deliver the support consumers need and the comfort they want. Simmons further enhanced the feel with the new AirCool Max Memory Foam, which utilizes the conductive properties of Simmons’ proprietary MicroDiamond Technology to help move heat away from the body. This new six-bed line- up offers an energizing hybrid story at a retail price that ranges from $1,399 to $2,499.
The final introduction of the One Beautyrest strategy is the Beautyrest Recharge Memory Foam Plus—a five-bed collection priced from $1,399 to $2,499. In addition to combining exclusive new technologies for conforming comfort and temperature management, this collection also offers a superior Dual Support System. The base support foam is topped with the new Beautyrest Engineered Gel Support Layer, made from over 700 responsive sculpted cushions that independently conform to the sleepers’ shape and movement for personalized support.
All four lines feature striking new aesthetics, including an enhanced Beautyrest Navy and a new sable-colored design— while select models in the Recharge World Class line also feature a sophisticated herringbone pattern.
“From value to looks to performance, we’ve improved upon every facet of the new Beautyrest lines across all price points,” said Rolf Sannes, Vice 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.”
The revamped Beautyrest portfolio will be supported by a full-scale advertising campaign, the largest in company history. Picking up where the 2014 Recharge campaign left off, the new high-energy Recharge 2.0 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.
This new unified brand strategy coincides with Simmons’ growing focus on programs that help retail sales associates simplify and streamline the sell. In addition to expanding the Simposium retail sales initiative, Simmons will also make its proprietary SIMulator augmented reality app available to the public to download beginning January.
“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,” said Simmons President Tony Smith, “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.”