Serta Launches New iComfort Collection

Updates a top-seller with enhanced foam, fabric and features

By Alan Wolf, YSN

Serta Simmons Bedding (SSB) has launched a new Serta iComfort Collection that will begin hitting retail floors in time for the Memorial Day sales window.

The new all-foam collection, which will also be showcased at the Summer Las Vegas Market (July 28 – Aug. 1), marks the return of a Serta top-seller that’s been updated with five support zones for full-body alignment and all-night comfort, the company said.

Success Breeds Success

According to Anne Edwards, senior vice president, Serta brand marketing, the original iComfort Collection “was one of the most successful lines of all time” for the bedding badge. “It was a simple, powerful formula: competitive pricing, clear merchandising and great-feeling beds.”

Edwards said the timing was right for a relaunch, as “the consumers who first fell in love with the original collection are back in the market today and will be delighted.”

SSB said it’s on track to ship samples to 130 dealers across more than 700 doors by the end of the summer — representing a 20% increase in retail reach — and should have 80% on-site by the end of Q2.

Retail Ready

“We are bringing our customers products that truly work at retail,” said Dominick Azevedo, SSB’s 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.”

Specifically, iComfort mattresses will now feature 1-4.5 inches of Perfect Conform memory foam that contours and cradles pressure points; Serta’s CoolFeel fabric with premium aesthetics to provide cool, restful sleep; and the company’s five ZoneResponse design for head-to-toe comfort and support. The collection spans seven models, ranging from firm to plush support and comfort preferences with suggested pricing starting at $1,299 (queen firm) up to $1,999 (queen plush).

Legacy Brand

“With our Serta iComfort launch, we are honoring the legacy of the brand,” added Chief Marketing Officer Tim Oakhill. “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.”

Mark Genender, interim CEO of the Doraville, Ga.-based bedding manufacturer, said “Great new product launches like Serta iComfort are foundational to our turnaround strategy. Coupled with close retailer partnerships and broad national advertising, we will continue to regain market share and expand our business.”

Related: Serta Shipping Beautyrest Black Collection

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