Serta Adds to iComfort with iComfort Directions Mattresses

Serta is reinventing memory foam again with its new iComfort® Directions™ premium gel memory foam mattresses, debuting at the Winter 2013 Las Vegas Market. The company will add four new models to its successful iComfort collection, each featuring these four new technologies working together to provide enhanced cooling comfort from the surface and individualized support from the core of the mattress:

1. EverCool™ Gfx - premium, breathable memory foam featuring an extra-fine infusion of super heat conducting graphene for supple, body conforming support and more heat dissipation ability.

2. Cool Action™ Dual Effects™ - the first dual-action gel memory foam made with Serta’s MicroSupport® gel for extra support and MicroCool+™ gel featuring advanced phase change material encapsulated in a proprietary gel for enhanced cooling power.

3. Pods™ Gel-Activated Support – strategically positioned macro-gel discs that help provide extra support from the deepest part of the mattress.

4. ThermoCool™ Fabric Covers with Tencel® - performance fabric designed to enhance moisture wicking. Soft Tencel fibers help with moisture transfer and resist the growth of mold, odors, bacteria and dust mites.

Serta has designed the iComfort Directions mattresses to stand apart on retail floors, with a new cover design and matching boxspring. New headboard display graphics allow retailers to use the existing iComfort headboard displays while communicating the new features and benefits of the Directions mattresses to consumers.

“iComfort has been a tremendous success with retailers, and our own research shows that iComfort owners are very satisfied with their iComfort purchases,” says Andrew Gross, senior vice president of marketing for Serta. “The new iComfort Directions models represent a true innovation in gel memory foam technology, and will help our retailers capitalize on the success of iComfort while closing more sales at premium price points.”

Suggested Queen price points on the new iComfort Directions mattresses with a standard foundation will range from $1999 - $2999.

Serta is also introducing its newest and most advanced adjustable foundation, the Motion Custom™, designed to provide optimal comfort for today’s “always connected” consumer. New features include a lumbar support system, a head tilt support system, built-in sound system, Bluetooth to synch smart devices, USB outlets, a motion-sensitive backlit remote and safety lighting under the base. The Motion Custom Adjustable Foundation has a suggested retail price of $2999 (queen).

Finally, Serta will introduce a complete iComfort accessories program that includes three new iComfort pillows, including an iComfort Directions pillow made with Cool Action Dual Effects gel memory foam, an iComfort Renewal Refined™ pillow made with Talalay Latex infused with MicroSupport gel and a travel size version of the popular iComfort Scrunch Pillow™. The new accessories program also includes iComfort sheets made from 100% Tencel and a new reversible iComfort Mattress Protector designed to protect the mattress without altering its feel.

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About Serta Mattress Company: Serta’s product portfolio includes the only official mattress of the National Sleep Foundation, The Serta Perfect Sleeper® and the revolutionary iComfort® gel memory foam sleep system, both named Consumers Digest Best Buys. Serta also manufactures the upscale Trump Home™ and Perfect Day® iSeries™ collections, featuring a combination of Serta’s exclusive gel memory foam and an advanced innerspring system. As a leading provider of mattresses to the hospitality industry, Serta partners with hotel groups such as Hilton Hotels, Marriott, Intercontinental Hotels Group, Bellagio Hotel, Wyndham Hotels, Omni Hotels, Choice Hotels, Accor Hotels and many more. Serta has 23 U.S. and 4 Canadian manufacturing plants. In addition, Serta is distributed internationally in more than 100 other countries.