New Serta iComfort Collection: All-Foam Comfort

DORAVILLE, Ga. – May 15, 2024 – Serta Simmons Bedding (SSB), a leading global sleep company, has just launched its new Serta® iComfort® Collection. Designed for all-night comfort, this new all-foam collection features five support zones to ensure full-body alignment.

Starting Memorial Day, the new Serta iComfort mattress collection will begin hitting retail floors and will also be showcased at the Summer Las Vegas Market from July 28 to August 1, 2024.

“The original iComfort Collection was a massive hit for Serta,” said Anne Edwards, Senior Vice President of Serta Brand Marketing at SSB. “The formula was simple and effective: competitive pricing, clear merchandising, and incredibly comfortable beds. We’re bringing that same winning formula back. The consumers who loved the original collection are back, and they’ll be thrilled with what we’ve done.”

The collection is set to have samples shipped to 130 dealers across more than 700 locations by the end of the summer, with 80% of them on-site by the end of Q2. This launch will expand the iComfort retail presence by over 20%.

“We’re delivering products that truly perform at retail,” said Dominick Azevedo, Chief Sales Officer at SSB. “The original iComfort had immediate success, and this new collection is ready to follow in those footsteps. It features forward-looking aesthetics and simple, competitive step-up stories.”

About The Newest Serta iComfort Collection

The iComfort mattresses now feature 1” to 4.5” of memory foam, including Serta’s 5 ZoneResponse™ Design, offering head-to-toe comfort and support for restorative sleep.

Additionally, the iComfort Collection includes CoolFeel™ fabric, designed to provide cool, restful sleep throughout the night, and Perfect Conform™ memory foam, which contours to and cradles pressure points for ultimate comfort.

“With this launch, we’re honoring the brand’s legacy,” said Tim Oakhill, Chief Marketing Officer. “This product is beloved, and we’ve made it even more comfortable. We’ve created an intuitive step-up and merchandising story that will welcome consumers to the Serta brand and make selling iComfort easy for our retail partners.”

The collection includes seven models, ranging from firm to plush, with suggested pricing starting at $1,299 (Queen Firm) up to $1,999 (Queen Plush).

“New product launches like Serta iComfort are key to our turnaround strategy,” said Mark Genender, Interim CEO at SSB. “With strong retailer partnerships and national advertising, we’re regaining market share and growing our business. Our pipeline includes innovative new products like Perfect Sleeper X™, iComfortPro™, Perfect Sleeper Pro™, and the Serta® Classic®, available in both flat mattresses and Mattress in a Box. We’re excited to see the results.”