Katie O’Neill
three PR
404.835.4527
koneill@3atlanta.com
Jennie Kim
Manning Selvage & Lee
415.293.2805
jennie.kim@mslpr.com
--Companies to launch Beautyrest branded mattress protector--
(ATLANTA – April 24, 2007) – Simmons Bedding Company announced today that it has finalized a licensing agreement with Protect-A-Bed North America, L.L.C. to create a Beautyrest® branded mattress protector. The product will be available in sizes ranging from crib size to California King and will have a suggested retail price of $29.99 and up. It will be sold at mattress retailers and home goods retailers across the nation.
The Beautyrest® mattress protector helps maintain a clean and healthy sleep environment by adding a layer of protection from liquid stains and by preventing dust mites and other debris from settling into the mattress, which can contribute to allergies and asthma. The protector is made of 100 percent natural cotton fiber and Protect-A-Bed’s Miracle Membrane®, a waterproof yet breathable fabric that acts as a barrier.
Simmons’ Executive Vice President of Marketing Tim Oakhill says the partnership between these two established and well-respected brands will complement Simmons’ already-strong assortment of bedding accessories and reinforce the company’s commitment to introducing innovative solutions that meet real consumer needs.
“Proper sleep hygiene is an essential part of a healthy lifestyle,” said Mr. Oakhill. “Sleeping on the right mattress is a key component of that, but making sure that the mattress is protected from environmental factors is also critical. Through our partnership with Protect-A-Bed, we can offer consumers a solution to help keep their mattress clean and hygienic for as long as possible.”
In addition to its strong brand and quality product, Protect-A-Bed has an extensive distribution network and world-class sales training. “Buying decisions are made at retail so having a partner like Protect-A-Bed that understands the power of retail and values the importance of training and customer service is vital,” said Mr. Oakhill. “Their selling methods will complement our own efforts with our dealers.”
“Simmons is an ideal partner for Protect-A-Bed because the company understands the importance of clean, hygienic bedding, and consumers already associate the Beautyrest® name with excellence,” said Lawrence Hirson, managing partner of Protect-A-Bed. “The Beautyrest® mattress protector offers consumers superior Protect-A-Bed® mattress protection from a brand they know and admire.”
For more information, please visit www.simmons.com or www.protectabed.com.
About Simmons Bedding Company Atlanta-based Simmons Bedding Company, a subsidiary of Simmons Company, is one of the world's largest mattress manufacturers, manufacturing and marketing a broad range
®®
of products under brands including Beautyrest , BackCare , Beautyrest Black™, Natural
® ®
Care™, BackCare Kids and DeepSleep . It operates 21 conventional bedding manufacturing facilities and two juvenile bedding manufacturing facilities across the United States, Canada and Puerto Rico. Simmons also serves as a key supplier of beds to many of the world’s leading hotel groups and resort properties. Simmons Bedding Company is committed to developing superior mattresses and promoting a higher quality sleep for consumers around the world. For more information, visit the company's website at www.simmons.com.
About Protect-A-Bed North America, L.L.C. Protect-A-Bed was founded in 1980 to produce a mattress protector that would provide consumers with a perfect, healthy and comfortable sleep environment. As the most effective mattress protector ever produced, Protect-A-Bed® bedding protectors help create a dry, allergy-free sleep zone for children, teens, adults and seniors. Protect-A-Bed’s focus and dedication is to provide complete customer satisfaction by not compromising on quality and by producing a product that has no equal in the marketplace. Protect-A-Bed® products are listed as a Class 1 Medical Device with the Food and Drug Administration (FDA). For more information, visit www.protectabed.com.
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This press release includes forward-looking statements that reflect Simmons Company and its affiliates (combined “Simmons Company”) current views about future events and financial performance. Words such as “estimates,” “expects,” “anticipates,” “projects,” “plans,” “intends,” “believes,” “forecasts” and variations of such words or similar expressions that predict or indicate future events, results or trends, or that do not relate to historical matters, identify forward-looking statements. The forward-looking statements in this press release speak only as of the date of this release. These forward-looking statements are expressed in good faith, and Simmons Company believes there is a reasonable basis for them. However, there can be no assurance that the events, results or trends identified in these forward-looking statements will occur or be achieved. Investors should not rely on forward-looking statements because they are subject to a variety of risks, uncertainties, and other factors that could cause actual results to differ materially from Simmons Company’s expectations. These factors include, but are not limited to: (i) competitive pricing pressures in the bedding industry; (ii) legal and regulatory requirements; (iii) the success of new products; (iv) Simmons Company’s relationships with and viability of its major suppliers; (v) fluctuations in Simmons Company’s costs of raw materials; (vi) Simmons Company’s relationship with significant customers and licensees; (vii) Simmons Company’s ability to increase prices on its products and the effect of these price increases on its unit sales; (viii) an increase in Simmons Company’s return rates and warranty claims; (ix) Simmons Company’s labor relations; (x) departure of Simmons Company’s key personnel; (xi) encroachments on Simmons Company’s intellectual property; (xii) Simmons Company’s product liability claims; (xiii) Simmons Company’s level of indebtedness; (xiv) interest rate risks; (xv) compliance with covenants in Simmons Company’s debt agreements; (xvi) Simmons Company’s future acquisitions; (xvii) Simmons Company’s ability to successfully integrate Simmons Canada into its operations; (xviii) the loss of key personnel at Simmons Canada as a result of Simmons Company’s acquisition of Simmons Canada; (xix) Simmons Company’s ability to achieve the expected benefits from any personnel realignments; and (xx) other risks and factors identified from time to time in Simmons Company’s reports filed with the Securities and Exchange Commission. Simmons Company undertakes no obligation to update or revise any forward-looking statements, either to reflect new developments or for any other reason.