Simmons Targets Millennials with CURV Memory Foam Mattresses

Beautyrest CURVAt the Summer Las Vegas Market, Simmons Bedding Company will debut the Simmons CURV—a three-model, memory foam line targeted to Millennials.

“The Millennials are just starting to pave their way in the world—and our CURV mattress provides them with the good rest they need to do it,” said Jeff Willard, Executive Vice President for Simmons. “We believe the Millennials represent a huge untapped opportunity. We know these consumers are looking for the latest technology from a trusted brand, and many want memory foam. However, until now, many couldn’t afford a memory foam mattress from a leading brand. With CURV, we’re changing this.”

Memory foam defines mattress comfort for this generation. Based on Simmons’ research of consumers under the age of 35:

53 percent of mattress-shoppers would be “very” or “extremely” likely to consider a memory foam mattress.

However, 62 percent say “higher cost” was the biggest deterrent for buying a memory foam mattress.

Priced under $999, CURV delivers the comfort of memory foam at an affordable price point. Each mattress features CURV’s specially designed memory foam, with a curved pattern shape to support and conform to the body while facilitating airflow for a comfortable night’s sleep. In select models, Simmons added gel to the foam to enhance support and alleviate pressure while comforting the body.

This generation not only sleeps, but eats, works, texts, studies, entertains—lives on their beds and Simmons gets the importance of a strong and durable bed. That’s why each CURV mattress is reinforced with Simmons’ exclusive supportive foundation.

“Our industry as a whole does a great job servicing our customers already ankle and knee-deep in the bedding lifecycle—but what about those just starting out?” asked Anne Kozel, Simmons’ ComforPedic Brand Director and a brand lead on the CURV line. “Our Millennial audience spoke and we listened: they wanted a version of the expensive memory foam mattress, but at an attainable price point. CURV gives younger customers everything they’re looking for: affordable, comforting memory foam that supports their busy lives by giving them that all-important restful sleep.”