Simmons Relaunching Beautyrest Line

Will roll out new models at Las Vegas Market
ATLANTA — Bedding major Simmons is rolling out a new flagship Beautyrest line that is the culmination of three years of research and features new coil designs, feels, aesthetics and styles.

The line, to be introduced at the Las Vegas Market next week, was designed with the aid of retail sales associates, among other groups, and extends the brand’s promise of providing superior motion separation, conformability, support and durability, officials said.

The line is backed with an array of updated marketing materials, including the new tagline: “It’s not just sleep, it’s Beautyrest.”

The heart of the line is a new Super Pocketed Coil, designed with new wire gauges and offered in higher-density configurations, including the first 1,000-coil design, in the Beautyrest World Class line.

Retails for the line will range from $599 to about $2,000, the same range covered by the former Beautyrest line, which was introduced in 2007 and enjoyed a longer run in the marketplace than some other flagship lines. Simmons officials said the former line was highly successful for Simmons dealers in its three-year life but was ready to be refreshed and updated.

To take the Beautyrest brand to the next level, Simmons embarked on a comprehensive research process. The result is a new line with “striking aesthetics and the broadest range of feels” in the 85-year history of the Beautyrest line, officials said. The new line “delivers an enhanced sleep experience,” they added.

There are three families of products in the new Beautyrest line.