Simmons Celebrates Beautyrest Black Partnership With RC Willey

Simmons will unveil its Beautyrest Black partnership with Western furniture giant RC Willey Home Furnishings with a little help from its brand sponsor Dempsey Racing, at the grand opening event of RC Willey’s new retail store in Salt Lake City. Serta Simmons Bedding CEO Gary Fazio and Simmons President Tony Smith will commemorate Beautyrest Black’s debut on RC Willey’s new showroom floor with the appearance of the Beautyrest Black-branded No. 27 Dempsey Racing Porsche GT America.

The RC Willey VIP ribbon-cutting event will be held April 23 and will feature food, live entertainment and music. This event celebrating the new 160,000-square-foot space – which officially opens its doors to the public on Thursday, April 24 – marks the opening of the Warren Buffett–owned retailer’s largest store. “RC Willey is one of the most respected, expert retailers in the business, and we are thrilled and honored to have been asked to participate in such a milestone event for their organization,” says Smith.

RC Willey began carrying Beautyrest Black in its stores in 2007 and renewed the partnership last year. Says RC Willey CEO Scott Hymas about the partnership: "For many years RC Willey and Beautyrest have worked together to provide exceptional values for our customers. We look forward to providing these values to our customers in the Draper area and we appreciate Beautyrest's support of our newest store."

Simmons’ new “techno-luxe” Beautyrest Black line, introduced at Las Vegas Market, hits retail floors in early May and offers consumers a mattress designed with modern luxury in mind, pairing signature high-quality luxury fabrics with state-of-the-art technology.

The No. 27 Dempsey Racing Porsche GT America is driven by actor and professional racecar driver Patrick Dempsey and his full-season teammate, Andrew Davis. In addition to the Beautyrest Black branding on the No. 27 Porsche, Patrick Dempsey is featured in upcoming nationally televised ads for Beautyrest Black. The TV spots are part of a larger multimedia advertising campaign focusing on the brand’s unique marriage of luxury and technology.

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