Serta announced the next generation of its iComfort by Serta foam line of premium mattresses at the summer Las Vegas market. Developed with the guidance of in-depth research and testing – led by a recently established consumer insights team, the relaunch is the first significant innovation under new leadership.
“We know consumer insights are critical given how the retail landscape has shifted,” said Melanie Huet, Chief Marketing Officer. “Insights from our segmentation study, coupled with our newly established consumer insights team, provide us with information to help us deliver products consumers actually want. And we’ll bring innovation as often as the consumer needs it – accelerating our previous process of going to market – starting with the iComfort relaunch.”
The brand’s first and most anticipated innovation features a memory foam layer infused with carbon fiber for cooling as well as strength and resiliency. This system channels heat away from your body and provides exceptional strength for back and neck support.
Higher price points include added benefits. For example, beds at the $1499+ price range include Gel Active Max memory foam—an open celled memory foam helps promote airflow. At the $1,799+ tier customers get the “UltraCool system,” a layer of extra-cool Carbon Fiber memory foam that is engineered to absorb excess heat from the body and channel it away. In this same tier is the Max Cool Cover which is made from super cool high-performance fibers that offer an instant cool to the touch sensation. Finally, at the $2,100 price point is the Air Support Foam— an exclusive air-cushion technology that moves with the body and contours around it to help alleviate aches and pains caused by pressure points.
“Our new iComfort line was born from in-depth consumer research that has shown top purchase intent and appeal scores suggesting this will be a category leader. In fact, through this research we found that more than half want a mattress that prevents them from waking up feeling hot and keeps them at the perfect temperature for sleeping,” said Huet. “Our goal is to retain market share and return to growth, and we’re confident we’re on the right track to do this especially with an exceptional and experienced team in place along with a full arsenal of support behind us.”
The iComfort line will be launched in October, starting at $1,199 for a Standard Queen and running up to $2,199 as additional product features are added. The brand will support the launch with a significant investment, including a full new advertising campaign across TV, digital and social channels along with PR and consumer-driven activations, strongly focusing on targeting the millennial audience.
About Serta, Inc.: Serta, Inc. (“Serta”), through its licensees, is the No. 1 mattress manufacturer in the United States. Serta’s product portfolio includes the Perfect Sleeper®, which is the Only Official Mattress of the National Sleep Foundation, and the iComfort® Sleep System, both named Consumers Digest Best Buys. Serta through its licensees also manufactures the iSeries® Hybrid Sleep System and the exclusive Bellagio at Home® mattress collection.
As the leading provider of mattresses to the hospitality industry, Serta partners with hotel groups such as Hilton Worldwide, Marriott International, Intercontinental Hotels Group, Choice Hotels International, Best Western International, Omni Hotels and Resorts, as well as Bellagio Las Vegas. In addition, Serta is distributed internationally in more than 150 other countries.
With its worldwide network, Serta is able to respond quickly to customers’ needs while still preserving strict control standards to ensure the highest quality.
About Serta Simmons Bedding, LLC: Serta Simmons Bedding, LLC is the leading sleep company and the largest manufacturer, marketer and supplier of mattresses in North America. Based in Atlanta, SSB owns and manages the two best-selling bedding brands in the mattress industry: Serta®, which has five other independent licensees, and Beautyrest®. The brands are distributed through national, hospitality, and regional and independent retail channels throughout North America. SSB also owns the Tuft & Needle® original direct-to-consumer mattress brand. SSB operates more than 30 manufacturing plants throughout the United States and Canada.