Heritage Brand Is Young at Heart

Serta Simmons Bedding LLC has reinvented the Simmons brand as a fun, affordable “first mattress” for Generation Z. 

Serta Simmons Bedding LLC has relaunched the Simmons brand “as a playful, value-priced first mattress” in two models designed specifically for Generation Z and millennials, the Atlanta-based manufacturer said. 

The new Simmons boxed bed debuted online in December at Walmart and Wayfair, and at in-store big-box retailer Costco in January. Retail pricing is $299 for a memory foam queen and $349 for a hybrid queen. SSB plans to expand the line and its distribution this year. 

The brand, with its lighthearted winking eye logo, is supported by a “Just for Fun-ZZZs” marketing campaign that includes a robust collection of banner ads and array of social content, such as entertaining videos, funny phrases and games to play in bed. 

“The market has been disrupted based on consumer shopping preferences for simpler choice and desired convenience,” said Melanie Huet, SSB executive vice president and chief marketing officer. “With our expertise in product design and technology we are now disrupting those disrupters and re-establishing our brands as the undisputed leaders in delivering a great night’s sleep for every consumer, at every price point and through every retail channel. We are proud to be the first bedding company to actively target and market to Gen Z with products made just for them.

“I’m particularly pleased with the social experience we’ve created for the new Simmons brand. We’re showcasing how delightfully different we are when compared to the greater mattress market and recognizing how our target consumer wants to live more than they sleep. Followers will be excited to find bed hacks, dance moves, jumping on the bed techniques and recipes for eating in bed — all which helps them break the sleep rules of the past.” 

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