Mattress major Serta Simmons Bedding LLC hosted a virtual event Sept. 23-25, following its decision to permanently exit the Las Vegas Market. The SSB 2020 Leading the Way trade show targeted retailers, consumers and media members, and provided a remote showcase of new products streamed live from company headquarters in Atlanta. The event also included a showroom walkthrough, in-depth product tours, speeches by company officials and a celebrity host, TV chef G. Garvin.
“The virtual showcase far exceeded our expectations in terms of audience participation, engagement and receptivity to our latest brand innovations,” said Derek Miller, SSB chief sales officer. “Attendance at our virtual showcase even exceeded that of last year’s Summer Las Vegas Market, and feedback from our retail partners about our new product lineup has been overwhelmingly positive.”
Among the product news was the launch of Beautyrest’s new Harmony collection. SSB said it is “a complete reimagination of the Beautyrest Silver line that incorporates new technology in support, comfort cooling and technology at an affordable price point.”
In addition, SSB introduced the redesigned Serta Perfect Sleeper, which features proprietary HexCloud foam technology and is said to relieve pain from pressure points.
The Simmons brand relaunched as an under-$500 boxed collection targeted to Gen Z and millennial buyers.
Chief Marketing Officer Melanie Huet, said: “In today’s environment, consumer behavior is changing rapidly and we have to change with it. We were proud to be the first major sleep company to lead the way with a fully digital event that showcased our exceptional new product innovation. Customers received the new Serta Perfect Sleeper and Beautyrest Harmony lines with enthusiasm.”
SSB also announced it will use HeiQ V-Block, a textile finish developed by HeiQ Group, based in Zurich. HeiQ V-Block is an antimicrobial finish that prevents unpleasant odors and product deterioration. Pending government approvals, SSB said it expects to have HeiQ V-Block versions of Serta and Beautyrest mattresses available in its hospitality lines by fall 2020 and in its retail lines by early 2021.