Serta’s new iComfortECO collection incorporates more sustainable materials.
Supports intros with national ad campaigns
By Alan Wolf, YSN
In advance of this week’s High Point furniture market, Serta Simmons Bedding (SSB) has launched updated Serta Perfect Sleeper and Serta iComfortECO collections.
iComfortECO is the next generation of the iComfort line, which was first introduced in 2011 and last refreshed in 2019. Serta said the new collection “features the comfort, support and cooling that iComfort is known for” while incorporating more sustainable materials. Those include recycled fibers in both the cover and bottom support layer of the mattress; a five-zone coil support system made from 85% recycled steel; and memory foam made with 30% plant-based content that is USDA BioPreferred Certified.
Turning to its updated Perfect Sleeper collection, Serta said the new 2023 line offers “significant value” to consumers while providing pressure relief through zoned support at every price level. Suggested retail prices begin at $599 (queen), representing a 30% savings compared to the opening price point of the preceding collection, the company noted.
The new collections are supported by national advertising campaigns that began running mid-April. The iComfortECO effort includes a 30-second video spot that focuses on the line’s integration of more sustainable materials, and is appearing on cable TV and digital and social channels. In contrast, the Perfect Sleeper campaign includes short-form video content on digital and social platforms that heralds how the collection helps deliver “perfect sleep every night for every type of sleeper,” the company said.
The mattress maker has also enhanced its consumer-facing website, Serta.com, with more robust content and imagery, a guided buying tool that helps shoppers better understand the consumer benefit of each option within a collection and the choice of buying direct online or being directed to the nearest retail partner.
“We are committed to serving sleepers at every part of their mattress shopping journey and, through our updates to Serta.com, are providing them with comprehensive product content that empowers sleepers to make the purchase decision that is right for them,” said SSB President Laura Brewick. “We look forward to continuing to meet the evolving needs of sleepers and offering them tools to shop at both our retail partners and e-commerce platform.”