Purple marks 1st major launch in years with 9 new mattresses

Purple has launched its Premium and Luxe Collections, which feature nine all-new mattresses with the brand’s proprietary GelFlex Grid technology. 

This new launch is the latest growth initiative for Purple since acquiring Intellibed in late 2022 and the first major launch in more than three years.

Chief Innovation Officer Jeff Hutchings tells Bedding News Now that the products were introduced and well-received at the January Las Vegas Market. Over the past few months, the company has been creating supporting ad campaigns and making sure they can meet the demand for the now-available lines.

Jeff Hutchings, Purple chief innovation officer

“We believe we’re really poised for growth at this point,” Hutchings says. “Through a combination of the leadership we think we can take by focusing on health and well-being, and the differentiated technology that brings authentic benefits to sleepers, it’s great timing for a new innovative entry into the market for Purple. And we’ve got quite a bit of test data to back that up.”

Last year, Purple conducted a study in conjunction with world-renowned sleep scientists, including “The Sleep Doctor” Michael Breus, which revealed Purple mattresses improved sleep quality/quantity, perceived pain, productivity, mood and daytime fatigue over an eight-week period. 

The study, the purpose of which was to examine the effectiveness of the Purple mattress on sleep and health outcomes of adults with occasional sleeplessness, was conducted over an eight-week time frame with 39 adult participants, median age 45. The participants slept on the Purple 3-inch GelFlex Grid for eight weeks. Sleep quality/quantity, perceived pain, productivity, mood and daytime fatigue improved significantly from baseline to week 8, p’s < .05. 

“Many manufacturers claim health benefits with a particular mattress; however, insufficient research exists to support these claims. The study purpose was to examine the effectiveness of a Purple mattress on sleep and health outcomes in otherwise healthy adults with occasional sleeplessness,” says Breus. “Compared to baseline, sleeping on the Purple mattress resulted in significant improvements in nighttime sleep quality/quantity and pain, as well as corresponding improvements in daytime mood (i.e., tension, anger, vigor, fatigue and confusion), perceived stress, daytime fatigue and pain.”

Hutchings says these beds are part of Purple’s push on the wholesale side, and that they were designed and built with input from Purple’s wholesale partners.

“We expect them to be as effective or more effective as our older beds in the DTC market, but they’re primarily for our trade partners,” he says. “With these lines, we have a full lineup, so we think we can target pretty much any price point, any field preference and bring the innovation of the grid to a lot more people.”

Purple’s Premium Collection, made up of the Restore mattresses, comes in two distinct feels — soft or firm — and includes a moisture-wicking cover with an antimicrobial cover. 

Features of the individual Restore Mattresses:


  • 2-inch layer of the GelFlex Grid instantly adapts to your body, cradles pressure points and draws excess heat away.
  • Adaptive Comfort Foam layer conforms to your body and helps isolate motion.
  • Responsive coils offer targeted support and improve temperature balance


  • Thicker, 3-inch layer of GelFlex Grid paired with an Ultra Comfort Foam layer provides increased cooling and upgraded pressure relief.
  • Edge-to-edge responsive coils arranged in three zones, delivers targeted support throughout the night.
  • Edge Support System ensures long lasting shape and support, makes getting in and out of bed even easier and decreases sagging or falling toward the edge while sleeping.


  • Added Ultra Comfort Foam-topped responsive coil for advanced support, plus 3-inch layer of GelFlex Grid.
  • An independent coil and foam system for unparalleled temperature balance.
  • An Edge Support System ensures long-lasting shape and support to make getting in and out of bed even easier, and decreases sagging or falling toward the edge while sleeping.

The Restore, RestorePlus and RestorePremier come in two comfort profiles: soft and firm and various sizes depending on model.  Queen-sized mattress pricing ranges from $2,295 to $3,495. 

The pinnacle of Purple innovation meets the luxurious feel of a Quilted Comfort Cover. Layer upon layer of ultra-responsive comfort foam rests on reinforced GelFex Grid Plus, to provide maximum support without sacrificing temperature balance. 

Benefits of the individual Rejuvenate Mattresses:


  • Features the GelFlex Grid Plus, a higher-density version of Purple’s proprietary technology that provides responsive stability and support beneath increased comfort layers.
  • Luxurious layers of comfort foam surround the GelFlex Grid Plus to conform to your body for instantly adaptive pressure relief.
  • Three Zone Responsive Coil System offers focused support where you need it.
  • Cooling cover and GelFlex Grid Plus paired with a coil core ensure a comfortable sleeping temperature.
  • Firm supportive comfort wrapped up with a luxurious Quilted Comfort Cover.


  • Active Response Comfort Foam quickly adapts to cradle pressure points.
  • Dual layer of Ultra Comfort Foam provides enhanced body cradling and breathability.
  • Reinforced GelFlex Grid Plus maximizes support.
  • Cooling cover and GelFlex Grid Plus paired with a coil core ensure a comfortable sleeping temperature.
  • Soft luxurious comfort wrapped up with a Quilted Comfort Cover.


  • Dual layers of GelFlex Grid Plus combined with a layer of Talalay latex for incredible combination of responsive comfort and bolstered support.
  • Five Zone Responsive Coil core provides targeted support to keep your body aligned.
  • Cooling cover and GelFlex Grid Plus paired with a coil core ensure a comfortable sleeping temperature.
  • Medium feel wrapped up with a Quilted Comfort Cover.

Each of the models is available in sizes twin XL, queen, king and Cal king. Queen-sized mattress pricing ranges from $5,495 to $7,495. 

Purple’s new Restore and Rejuvenate mattresses are available nationwide at Purple showrooms and select furniture stores. To learn more about the new collections, Purple’s proprietary GelFelx Grid or to find a dealer near you, visit www.Purple.com.

Alex Milstein

Alex Milstein is the Editor in Chief of Casual News Now and Bedding News Now. He previously served as senior editor of both Casual Living and Designers Today, and covered technology for Furniture Today, with a focus on augmented reality, e-commerce, and 3D visualization.

View all posts by Alex Milstein →

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