Serta Simmons Bedding Launches New Serta iComfort Collection

new Serta iComfort collection

Serta Simmons Bedding, a global sleep company headquartered in Doraville, Georgia, has designed a new Serta iComfort collection. The all-foam line features five support zones for full-body alignment.  

The collection will start hitting retail floors in time for Memorial Day and also will be showcased at the summer Las Vegas Market, July 28–Aug. 1, according to a news release.  

“The original iComfort Collection was one of the most successful lines of all time for Serta,” said Anne Edwards, senior vice president of Serta brand marketing. “It was a simple, powerful formula: competitive pricing, clear merchandising and great feeling beds. That’s what iComfort stands for, and that’s what we are delivering. The consumers who first fell in love with the original collection are back in the market today and will be delighted.”  

The collection is on track to have samples shipped to 130 dealers across more than 700 doors by the end of the summer – with 80% on-site by the end of the second quarter. With this launch the iComfort retail footprint will grow by more than 20%, the release said.  

“We are bringing our customers products that truly work at retail,” said Dominick Azevedo, chief sales officer. “When iComfort launched, it had incredible immediate success, and this collection is poised to do the same, with forward-looking fashion aesthetics and simple step-up stories at extremely competitive pricing.” 

In the latest collection, iComfort mattresses offer 1 inch to 4.5 inches of memory foam, including Serta’s 5 ZoneResponse design. In addition, the iComfort collection features CoolFeel fabric and Perfect Conform memory foam that contours and cradles pressure points.  

“With our Serta iComfort launch, we are honoring the legacy of the brand,” said Tim Oakhill, chief marketing officer. “This is a beloved product, and we have made it even more comfortable, with a cohesive and intuitive step-up and merchandising story to welcome consumers to the Serta brand — and to make selling iComfort a dream for our retail partners.”  

The collection spans seven models, ranging from firm to plush support with suggested pricing starting at $1,299 for the queen firm and topping out at $1,999 for the queen plush. 

“Great new product launches like Serta iComfort are foundational to our turnaround strategy,” said Mark Genender, interim CEO. “Coupled with close retailer partnerships and broad national advertising, we will continue to regain market share and expand our business. We have an innovative and compelling pipeline of new products including Perfect Sleeper X, iComfortPro, Perfect Sleeper Pro, and our opening price point Serta Classic, which will be available in both flat mattresses and mattress in a box. I’m excited for us to drive results.” 

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