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Simmons Sees Record-Breaking Sales, Brand Awareness

Simmons
October 18, 2013

Massive advertising push yields largest sales and awareness numbers in company history
 

(ATLANTA – October 19, 2013) – Simmons Bedding Company (“Simmons”) is on a record-setting pace after launching new product lines from Beautyrest® and ComforPedic® from Beautyrest® and introducing the largest advertising campaign in recent company history earlier this year. The product launches and ad campaign have helped fuel record-breaking sales in Q2, with July being the largest selling month in company history. Simmons’ record Q2 also brought about the company’s largest market share gain in the past decade.

Simmons’ historic ad campaign continues to far exceed expectations. It surpassed the goal of 2 billion impressions in early September, and the company will continue to garner millions of additional impressions through the end of the year via a focused digital media ad push. Simmons is quickly seeing a significant return on its media investment, reporting a six percent increase in overall awareness since July 2012.*

“The success of this campaign is validation that we’re on the right track with our new product lines and advertising strategy,” said Simmons President Tony Smith. “We believe this increase in awareness and record sales gains indicate that the momentum we have been building since January continues to flourish and is moving consumer preference in our favor.”

SIMMONS TARGETS MILLENNIALS WITH NEW CURV™ MEMORY FOAM LINE

This High Point Furniture Market, Simmons Bedding invites the trade to meet CURV™, the company’s newest consumer-driven product innovation. This new product line, targeted to the coveted and (by industry standards) untapped Millennial segment, is a three-model, Simmons-branded memory foam line that delivers outstanding comfort for an affordable cost. Debuted at July 2013 Las Vegas Furniture Market, Simmons CURV is available for in-store purchase starting October 2013.

“The Millennials are just starting to pave their way in the world, and our CURV mattress provides them with the good rest they need to do it,” said Jeff Willard, Executive Vice President of Marketing for Simmons. “We believe this group represents a huge untapped opportunity. We know Millennial consumers are looking for the latest technology from a trusted brand, and many want memory foam. However, until now, many couldn’t afford a memory foam mattress from a leading brand. With CURV, we’re changing this.”

The launch of CURV will be backed by a consumer-driven marketing push with an emphasis on digital outreach. Simmons plans to launch the brand’s new microsite mid-November 2013, giving consumers the opportunity to explore and interact with CURV through social sharing, a quirky video series and more.

The generation who has grown up during memory foam’s rapid rise in popularity defines memory foam as the gold standard in mattress comfort. Based on Simmons’ research of consumers under the age of 35: 

  • 53 percent of mattress-shopping Millennials would be “very” or “extremely” likely to consider a memory foam mattress.**
  • However, 62 percent say “higher cost” was the biggest deterrent for buying a memory foam mattress.*** 

Each mattress features CURV’s specially designed memory foam, shaped in an exclusive horizontal curve pattern designed to support and conform to the curves of the body while facilitating airflow for a comfortable, restful night’s sleep. For additional support, Simmons added gel to its CURV memory foam in select models to help alleviate pressure while conforming to the body. Additionally, each CURV mattress is reinforced with Simmons’ exclusive supportive foundation for enhanced durability and protection.

“Our industry as a whole does a great job servicing our customers already ankle-deep and knee-deep in the bedding lifecycle – but what about those just starting out?” said Anne Kozel, Simmons’ ComforPedic Brand Director and a brand lead on the CURV line. “There was such a demand in this market for a low-cost memory foam mattress, but very few quality, brand-name options available. Our Millennial audience spoke, and we listened: they wanted a version of the expensive memory foam mattress, but at an attainable price point.  CURV gives younger customers everything they’re looking for: affordable, comforting memory foam that supports their busy lives by giving them that all-important restful sleep.”

Unlike most entry-level memory foams available in the market, the Simmons CURV is proudly designed and built in the USA according to strict safety and quality regulations. The line includes three models: The Latest Thing™, All The Rage™ and Vogue®. The Simmons CURV line carries a 10-year limited warranty and is priced from $699-999.

* Statistic taken on overall awareness increase from July ’12 to Sept ’13.

** SBC Analytics Monthly Tracking Study, April 2013

*** Keystat Buyer Behavior Study, December 2012

About Simmons Bedding Company 

Atlanta-based Simmons Bedding Company (“Simmons”) is one of the world's largest mattress producers and the maker of Beautyrest®. Simmons manufactures and markets a broad range of products including Beautyrest®, Beautyrest TruEnergy®, Beautyrest Black®, ComforPedic® from Beautyrest®, and BeautySleep®. Simmons operates 19 conventional 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 is committed to developing superior mattresses and promoting a higher-quality sleep, helping ensure consumers around the world are LIVING LIFE FULLY CHARGED®. For more information, visit www.Beautyrest.com, or follow Beautyrest on Facebook, Twitter and YouTube.
 
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Forward-Looking Statements
This press release includes forward-looking statements that reflect our current views about future events. The forward-looking statements in this press release speak only as of the date of this press release and are expressed in good faith. However, these forward-looking statements are subject to a variety of risks, uncertainties, and other factors that could cause actual results to differ materially from Simmons's expectations, including, but not limited to, operational pressures, including our ability to launch new products on a timely basis, the success of our new products and costs related thereto; our product liability, intellectual property and other litigation claims; and strategic decisions, including potential acquisitions and personnel realignments. We undertake no obligation to update or revise any forward-looking statements, either to reflect new developments or for any other reason.