Serta Simmons Bedding says its aggressive new product strategy is resonating on retail floors and positions the company for success this year.
The bedding major brought out 88 new models in its flagship Serta and Beautyrest brands last year and followed that launch this year with 25 new Beautyrest and Beautyrest World Class models and a new four-model adjustable bed base line.
Tim Oakhill, SSB’s chief marketing officer, says retailers have embraced the company’s product direction and offerings.
“We separated the brands, devised clear and differentiated value propositions for each of the brands, and introduced a very logical step-up merchandising strategy that leans into how our retail partners sell and how consumers buy,” he said.
SSB officials say the new lines launched last year are performing well on retail floors.
“Both the Beautyrest Black and Beauty Sleep collections have surpassed our expectations,” said Jessica Goldberg, senior director of Beautyrest brand marketing. “We’re proud to see such strong customer demand and exceptional growth, reinforcing our brand’s dedication to quality and innovative sleep technology.”
Added Kristin Flanagan, vice president of Serta brand marketing: “Our 2024 product launches have resonated broadly with retailers and consumers, and the Serta brand has powerful momentum. A great example is the Perfect Sleeper X collection — dealers are reporting double-digit sales growth month over month.”
SSB aims to keep that momentum with its newest product launches.
Two new Beautyrest lines have joined that portfolio. There are 10 new Beautyrest models, all with 875-density Pocketed Coil Technology, with retails starting at $699, and 15 new Beautyrest World Class models, all with 1,000 Pocketed Coil Technology and elevated aesthetics. Retails for the two levels in the World Class line start at $1,399 and $1,699.
Retails for the Beautyrest Black line start at $1,999.
SSB also unveiled a simplified adjustable bed base line, baselogic, to support both the Serta and Beautyrest brands. The four models will be available to retailers starting March 1.
The company is supporting its new products with marketing programs that celebrate two important milestones — the 100th year of the Beautyrest brand and the 25th year of the famous Serta Counting Sheep.
The Beautyrest showroom displayed highlights of the 100-year anniversary, and in-store materials will celebrate that milestone throughout the year. In addition, Beautyrest’s TV advertising campaign, which launches across TV and digital channels on Memorial Day, will mark that anniversary.
Serta’s celebration of the Counting Sheep will include a series of initiatives designed to drive retail traffic, increase conversion rates at retail and lift average unit selling prices.
The marketing push will span key holidays, including Memorial Day, Labor Day and Black Friday, and will feature retro advertising images. Also, promotions will offer consumers extra savings in honor of the counting sheep birthday. And Serta has created a “Birthday in a Box” that retailers can use to enhance the in-store experience and engage consumers.
“Celebrating 25 years of Serta’s iconic counting sheep is not just about nostalgia — it’s a testament to the enduring power of storytelling in building a brand,” said Anne Edwards, senior vice president of Serta brand marketing. “Our sheep have become a symbol of comfort, trust and a promise of a great night’s sleep.”
