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Simmons Moves into the Latter
Half of 2006
with Strong New Product
Introductions in Las Vegas This Summer
Simmons Bedding Company moved into the second
half of 2006 with breadth and depth by introducing three separate
product lines at the July Las Vegas market. The major manufacturer’s
latest product introductions included: the Beautyrest™ luxury line,
and completely revitalized Backcare® line up and the all-latex
Natural Care™ line. Each of these product lines were created and
designed to reach out to individual consumers who are looking for
mattresses to meet specific sleep needs and desires.
Addressing the individual design and product strategies for each of
these product groups, senior marketing vice president Tim Oakhill
stated, “Consumers seek products that fit with their personal
lifestyles instead of products that are designed for the general
population. We at Simmons recognize that the selection of a mattress
is a very personal process, and we are continuing to expand our
product lines to provide consumers with additional mattress choices
that are suited to their individual preferences. Our new Beautyrest
Black™, BackCare® and Natural Care™ lines are evidence of our
response to customer diversification.”
Oakhill noted that Simmons designed these new lines for the summer
market introduction after extensive research to determine what types
of sleep solutions customers felt would benefit them the most. Each
of these July introductions contained the latest innovations in
mattress technology and features the highest quality materials to
ensure that Simmons’ consumers receive a superior sleep solution.
Simmons invited the press to a special opening morning press
breakfast at a luxury hotel where members of the bedding industry
press got to listen to top executives present the introduction of
the new Beauty Rest Black™ premium bedding line. Simmons presented
11 key strategic beds with price points that were $1999 and up. The
new Beautyrest Black collection included all the motion separation,
comfort and conformance features for which the Beautyrest mattress
line has been known for over many decades. This new line placed the
Beautyrest line in the luxury category combining exquisite detail
and expert tailoring, providing supreme comfort levels. The line up
features Advanced Pocketed Coil™ technology for enhanced durability
and opulent components like silk and cashmere to pamper and indulge
consumers. Simmons exhibited and demonstrated Beautyrest Black beds
that offered varied choices of materials and construction including
beds in the $1999 and $2299 range, the “meat and potatoes” core of
the line ranging from $2699 to $3199. with several ultra luxury beds
ranging up from $3999 to $5999.
The BackCare Line
Simmons also introduced a new back care line at their show room
in the main building of the World Market Center in Las Vegas. The
new BackCare line featured the BackCare® Zone system, which was
designed to follow the contours of the human body providing maximum
support and proper spinal alignment. Each BackCare mattress offers
the unique Evenloft™ Design, which creates a smooth sleeping surface
to help ensure a more restful, restorative night’s sleep, as well as
Allercare™ fibers to reduce allergens in the sleep environment.
Select BackCare models also include the new, patented Technogel™
support technology. A brochure handed out at the Las Vegas market by
Simmons refers to the advantages of Technogel technology: “If gel
can increase the comfort and support in bicycle seats and running
shoes, imagine what it can do in a mattress. The Technogel™ layer in
the BackCare™ mattress gently massages and cradles your back helping
to relieve stress on the muscles that support the spine and pelvis.
This allows the muscles to relax so your body can return to its
natural position.”
The BackCare line offers consumers 24 models, in all, with seven
models featuring the new Technogel for those consumers who are
looking for the feel of gel and a non-quilted top as opposed to
traditional foam and quilting layers. The line starts at the $699 to
$899 range and goes up to around the $1200 range.
The Natural Care™ Latex Line
Simmons also introduced a third new product line at the Las
Vegas market. The Natural Care™ Latex line helps to create a natural
sleep environment that “serves as a retreat for the body every
night.” Simmons’ literature notes that, “Healthy living is a topic
of great concern in America today…many Americans want to live
healthier lives and are taking steps to do so….many consumers are
becoming more interested in environmentally-friendly products like
100 percent cotton fabrics and organically grown foods…The new
Simmons Natural Care™ line provides a retreat for the body every
night. These mattresses contain cores of natural latex, which is
extracted from the rubber tree and include a cotton fabric cover for
exceptional breathability and comfort.”
The Natural Care Latex mattresses feature a soft, supportive natural
latex surface providing lift in all the right places and helps to
eliminate pressure points across the entire body. In addition to its
remarkable comfort and support benefits, this natural latex is an
extremely resilient material that performs beautifully for years and
is naturally anti-microbial, hypoallergenic and resistant to dust
mites, mold and mildew. Simmons executives informed BEDROOM that the
all latex line begins at $1799 and ranges up in price points to
$3599.
Retailers seeking more information on Simmons Company and its range
of innovative new products are encouraged to contact:
www.simmons.com
(770) 512-7700 |
