New Simmons CURV is aimed at younger consumers.
“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, Simmons executive vice president. “We believe the Millennials represent a huge untapped opportunity. We know these 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.”
In quantitative consumer research using a projectable sample, Simmons found that 53% of respondents younger than 35 were “very likely” or “extremely likely” to consider a memory-foam mattress purchase. In a separate quantitative study, 62% of recent mattress purchasers said that “higher cost” was the biggest deterrent to the purchase of memory foam.
The three CURV beds retail for just less than $999 and have exclusive memory foam that is shaped in a “curved pattern to support and conform to the curves of your body,” a news release said.
“Our industry as a whole does a great job servicing our customers already ankle- and knee-deep in the bedding lifecycle, but what about those just starting out?” said Anne Kozel, ComforPedic brand director and brand lead on the CURV line. “There was such a demand in this market for a low-cost memory foam, but very little to show for the product category.”
The Simmons CURV line is “designed and built in the USA” and has three models—The Latest Thing, All The Rage and Vogue. It’s being launched at the Las Vegas Market, held at the World Market Center July 29-Aug. 2.
