Simmons Bedding Company today announced that its focus at this week’s Las Vegas Market will be on reinforcing the company’s commitment to recharging its partnership with retailers through a successful marketing campaign, effective merchandising strategies and product line expansion.
“Our company’s transformation this year has clarified where we need to invest and building our brand, having technology that can deliver on our brand promise and supporting retailers through a robust merchandising program continue to be our top priorities,” said Simmons CEO Gary T. Fazio. “There is a lot left to do, but we are encouraged as our sales have achieved a double-digit increase versus last year, and we believe that Simmons is continuing to gain market share. Our marketing is driving traffic and creating customers for our retailers, and our Recharge Sleep System, with its hybrid technology, is delivering the sleep experience that consumers want and that helps them Live Life Fully Charged.”
The company’s RECHARGE® campaign which includes national television advertising, a new website and active social media presence is building awareness of the Beautyrest® brand. Nearly 900 million targeted impressions have been delivered in less than eight weeks, and traffic to the brand’s social media properties and Beautyrest.com, specifically the dealer locator, is up dramatically.
“One metric that we analyze very closely is whether our web properties are converting users and driving purchase intent,” said Simmons President Tony R. Smith. “Nearly 100,000 visitors have completed a retail locator submission, which tells us the campaign is helping to drive qualified traffic to our retailers’ stores.”
Connecting the brand in-store
At retail, Simmons’ merchandising strategy has been very effective at creating differentiation for a new category of hybrid technology and specifically the Recharge™ Sleep System, which fuses AirCool® Design and AirCool® Memory Foam with legendary Beautyrest® Smart Response™ Pocketed Coil® Technology.
The company’s Recharge Sleep Station raises the bar on consumer engagement and branding by displaying three models in combination with an interactive video display. The video monitor is integrated into the center of the station with a sleep set, typically on an adjustable base, facing the display. This unique positioning enables consumers to ‘test rest’ the sleep set with an aided degree of privacy while gaining product knowledge by watching a benefit-focused Recharge video. The Recharge Sleep Station has been set up in hundreds of store locations and will achieve significant placements by year- end.
New Beautyrest Black® Collection Offers Expanded Range of Comfort
At the Market, the 2012 Beautyrest Black® collection expands with luxury-firm versions of its Ansleigh, Georgianna and Ella models, blending the technology of the Recharge Sleep System with a firmer coil to deliver a broad range of comfort choices. A fourth model, called Bray, will also be introduced.
Nestled inside each Beautyrest Black® mattress is Beautyrest® Independent Support™ Technology which combines alternating rows of Beautyrest® Smart Response™ and Advanced Pocketed Coil™ springs to deliver a progressive level of personalized back support. Each of the line’s fifteen models features ventilated foam encasement right to the edge, hi-tech mesh border fabric for greater breathability and airflow, and GelTouch™ foam for soothing comfort.
The Beautyrest Black® line comes with Transflexion® Comfort Technology to ensure a more consistent comfort throughout the life of the mattress and a 20-year limited warranty.
Introductory Beautyrest TruEnergy® joins the line-up
Simmons is also featuring a new TruEnergy® model with an introductory suggested retail price of $1,299; previously the entry price point for the line was $1,599. The model, called Blaine, features the Recharge™ Sleep System, and the spring’s dual action design enhances conformability and contouring while offering progressive levels of personalized back support for proper sleeping posture throughout the night. Blaine brings the line to ten models, which range in price from $1,299–$2,799, and features a 20-year limited warranty. Select TruEnergy® models feature AirCool™ Memory Foam with GelTouch™ for added pressure relief.
“Our introductions this Market are designed to complement our existing line-ups,” said Simmons Senior Vice President of Brand Management Mark Owen. “The 2012 collection has been our most successful Beautyrest Black launch ever, so our goal with the new models is to create a greater array of comfort choices and feels, and a lower introductory price point on TruEnergy makes owning a Beautyrest possible for price-driven consumers.”
ComforPedic LOFT phases out ahead of major specialty introduction this Fall
Simmons also announced at the Market that it is phasing out the ComforPedic LOFT line, and plans are underway for introducing an innovative line in the Fall.
“We will be launching a major new ComforPedic line in October and are aggressively clearing the decks after Labor Day to focus on this introduction,” said Fazio. “We roll out the latest when it is ready; it is not our way to sit on progress. We hope to be prepared to ship product as early as November.”
For more information, visit www.simmons.com.
About Simmons Bedding Company: Atlanta-based Simmons Bedding Company is one of the world’s largest mattress producers and the maker of Beautyrest®. Simmons manufactures and markets a broad range of products including Beautyrest®, Beautyrest TruEnergy™, Beautyrest Black®, ComforPedic® from Beautyrest®, Natural Care® and BeautySleep®. Simmons 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, helping ensure consumers around the world are Living Life Fully Charged®.