Serta Receives Warm Reception to Arctic Mattress Line

BrandSource member Steve McMasters (l.) of McMasters Home Gallery in Loretto, Tenn., and Serta’s Derek Miller seen chillin’ at the Arctic cooling mattress display at Convention21.

By YSN Staff

Serta Simmons Bedding (SSB) was a major presence at this summer’s BrandSource Convention21, reflecting its longstanding collaboration with the group.

“Our partnership with the AVB buying group goes back decades, and it was an honor to be able to showcase our latest Serta and Beautyrest innovations as part of the ‘Double Down’ Convention,” said Derek Miller, the company’s Chief Sales Officer. “SSB is committed to the success of independent retailers, and we saw this Convention as a way to showcase our most innovative new products ever, which are specifically designed to help drive retail traffic and increase premium retail sales.”

Miller said many BrandSource members responded in kind by placing floor sample and stock orders the very first time they saw the new Arctic mattress line. While 2021 has been a year of challenges for all in the consumer product industry, Arctic is representative of Serta’s ongoing development of compelling new bedding products designed to delight retail customers.

The new Arctic line contains an easy-to-navigate four-bed line up, with each model highlighted by an exclusive Reactex system that provides cool, comfortable sleep all night long. The triple-layer technology features a fusion of premium memory foam and cooling gel, with each layer offering successively greater cooling capacity to pull heat away from the body and dissipate it deep into the mattress.

Indeed, Melanie Huet, Serta’s Chief Commercial Officer, described Arctic as the company’s “number one innovation,” and expressed her pleasure in unveiling it at the BrandSource Convention. “Serta has invested 18 months in research and development to bring the latest in cooling technology to the market,” she said, and initial response to Arctic in the test market is “exceeding our expectations.”

Designed as the flagship luxury model to the Serta assortment, the Arctic beds are engineered with 15 times better cooling ability compared to a Serta Perfect Sleeper Luminous Sleep. BrandSource members on the Expo floor in Nashville got to experience the “You have to feel it to believe it” cool comfort of the beds, the company said.

Surveys show that 67 percent of shoppers want to return to the brick-and-mortar store experience when buying higher-ticket merchandise, and Serta Arctic models will make sense to consumers and retail sales associates alike. There are two hybrid and two all-foam models, each priced at $3,499 and $3,999 queen mattress. Plush and medium comforts are at the lower price and firm and plush at the higher retail. The foam and hybrid beds have the same profiles at each of the two price points, making it simple to satisfy shoppers who desire the split king option. And, of course, the entire line can bed outfitted with adjustable bases.

The aesthetics feature an appealing blue ice-colored ticking accented by a cool blue base fabric. To further enhance the ability of the line to turn shoppers’ heads, Serta offers a full array of in-store display items including bold bannered headboards, interactive display screens, and lighted stands that tell the cooling story. And since no sleep system is complete without sheets, pillows, and mattress protectors, Serta is simultaneously introducing a full assortment of Arctic linens, to deliver complete comfort to shoppers and increased average sales for retailers.

For more information about Serta Arctic, please contact SSB’s Jim Moquin at jmoquin@sertaimmons.com.

BrandSource, a unit of YSN publisher AVB Inc., is a nationwide buying group for independent appliance, furniture, mattress and CE dealers.