Serta Simmons Bedding is taking the high road with two new mattress lines, a road that passes $3,000, $4,000 and $5,000 retail price points and travels all the way up to $10,000. Oops, make that $9,999.
And it is doing so with some old names seeing vibrant new lives. What is old is new again for the bedding major.
At the recent Las Vegas Market, SSB brought back an iconic name known around the world for high-quality bedding, but one that hadn’t seen much use at the company domestically in recent years.
“Simmons. EST. 1870” read the signage in the special SSB showroom where the company introduced an ultra-high-end Simmons line, retailing from $4,599 to $9,999.
This was, the company said, the “revitalization of Simmons,” a brand with a “156-year legacy of craftsmanship.”
Simmons was long the flagship line for the bedding major, but in recent decades the company has focused instead on its Beautyrest brand, particularly the Beautyrest Black line that has resonated with consumers for years, officials said. The Simmons name was used on more promotional offerings as SSB leaned into the Beautyrest brand.
The new Simmons mattresses feature natural materials like cashmere and alpaca and an exclusive Talalay Thermal Response Latex foam, along with the company’s new OptiFit nested coil technology. The mattresses are all hand-tufted, a type of construction long used for premium mattress offerings.
The new mattresses carry the tag line “For whatever world you dream in.” That is a nod to the company’s worldwide reputation for offering high-end mattresses, and a salute to the benefits of a dreamy night of sleep.
“Seeing our retail partners react to the Simmons Luxury Collection—rooted in our heritage yet elevated for the future—was unforgettable, and the energy in the showroom was undeniable,” said Rachel Litsky, brand manager, Beautyrest. “They’ve been asking for higher-priced offerings, and their enthusiasm proved we not only delivered but surpassed expectations.”
Also seeing new life is another brand with a former life: Masterpiece. That was a high-end offering at Serta a few decades ago, and it was a logical choice to bring back when Serta executives looked to make a splash in the luxury market, officials said.
The new Masterpiece models, “Handcrafted by Serta,” present an elevated quality story, with seven beds with suggested retails ranging from $2,499 to $4,999, with high margins.
The line features hand-tufting, elegant tailoring, premium Talalay latex, natural fibers like silk and wool, and a new “knit damask” with a soft hand that is new to the U.S. market, the company said.
Like the new Simmons models, the new Masterpiece models were shown in a special showroom.
“The response at the Las Vegas Market exceeded our expectations,” said Cameron MacLaughlan, senior director, Serta brand marketing. “Retailers were impressed by the level of design, comfort, and storytelling we brought together with Masterpiece.”
Those introductions help SSB round out its bedding portfolio, which has seen extensive introductions in recent years. That trend continued at the Las Vegas Market.
Serta added a new split-head to its popular iSeries line with iSeries NXG, building on a design that is gaining popularity in the marketplace, and also rolled out an all-new Serta Perfect Sleeper line. The 13 models in that line, 12 of which feature wool, retail from $699 to $1,299. The line uses the new Q4 Support System, which features linked coils for even weight distribution and stable support.
Beautyrest expanded its Beautyrest Black portfolio with the introduction of new Beautyrest Black Hybrid XCS models, with a new cutting-edge look. Series 3 retails start at $3,999 and extend into Series 5 at $5,699.
Tim Oakhill, SSB’s chief marketing officer, said the new Perfect Sleeper and Black Hybrid XCS models “will serve as catalysts for a strong step-up story, supported by clearly articulated, retailer-ready selling narratives.”
Looking at the company’s aggressive product offerings, Oakhill offered a prediction for SSB’s growth prospects. “2026,” he exclaimed, “is going to be an incredible year.”
