SSB will showcase its new Baselogic line of adjustable bases and a full selection of Serta and Beautyrest beds at Summit 2025.
Seven questions for Senior Manager Seth Atkinson
By Gordon Hecht, YSN
In this second installment of “Money in the Mattress,” YSN’s new monthly bedding series, we spoke with Seth Atkinson, senior manager, buying groups at Serta Simmons. He offered a peek at Serta’s plans for next month’s AVB Summit in Nashville, along with the company’s new eight-point “Promise” to drive dealer success in the mattress space.
Give us a brief history of Serta Simmons Bedding.
Zalmon Simmons introduced the world to the Simmons Manufacturing Company in the late 1800s. His actions ignited a century of industry leading innovation. Over the past 100 years, Simmons has introduced the individually pocketed coil, the queen- and king-size mattress, the single-sided mattress and the hybrid mattress.
Serta is also an innovator, with the introduction of the iconic sheep mascot and the launch of iComfort. The sheep was pivotal in changing mattress advertising and iComfort brought cooling technology to the forefront. These industry-first milestones have positioned the combined Serta Simmons Bedding (SSB) with the largest footprint of innovation of any company in the industry today.
What new products will SSB bring to the AVB Summit?
At Summit 2025 we will showcase the new Beautyrest World Class, Beautyrest Core and adjustable brand Baselogic by the makers of Serta and Beautyrest. We will also display Serta iComfort Pro, iComfort and Perfect Sleeper X collections.
Beautyrest World Class and Beautyrest Core round out the Beautyrest platform of individualized support and motion separation. The two collections provide strong benefits and aesthetic packages ranging with price points from $699 to $1,899.
Baselogic, our co-branded motion base program is uniquely positioned for the regional and independent dealer. The program is branded, domestic and competitive. In addition to offering the power of the Serta and Beautyrest brands, it also brings the free motion base program to an attainable level for the independent retailer.
How can Serta Simmons help BrandSource members drive foot traffic, revenue and margins?
This year has ignited the collaborative culture at Serta Simmons Bedding and the company is excited about the opportunity to partner alongside the robust network of independent dealers. Partnership is our theme for this year, and the company is specifically eager to share the “SSB Promise” at Summit. The SSB Promise is an eight-part support program that will drive traffic, increase the average ticket and convert more sales for the regional and independent channel.
What is your outlook for the mattress and home furnishings business for the first half of 2025?
Based on economic factors, 2025 is positioned to be a transitional year. Retailers should expect to face a more competitive landscape and a reduction in consumer traffic. As plans are formulated, retailers should account for long-term planning and look beyond 2025. The actions retailers take this year are poised to have longer-term ramifications. Winning at retail will require strategic planning and attention to detail.
What can members do on their own to increase their mattress business?
Some key steps in the planning process should include a clear understanding of the competitive landscape as well as a value proposition for the consumer with the alignment of process and procedures.
On a practical level, there are four key pieces that every retailer can evaluate:
- The competitive landscape of the local market
- Their retail sales process
- Their website (navigation and messaging)
- Their advertising
This means the dealer should shop the competition and gain an understanding of the customer journey, as well as the value proposition being offered. The practice also offers guidance in respect to merchandising. Providing the sales staff with merchandising and an easy-to-execute process improves clarity for the consumer and consistent messaging from the sales team.
What advice would you give an appliance dealer looking to add mattresses to their assortment?
Opportunity is available in 2025 for appliance retailers who want to take a vigilant approach.
The SSB Promise offers a solution to the most prominent challenges of the year. The program is built around a collaborative relationship where both the dealer and SSB benefit. SSB is stronger when regional and independent retailers are stronger. Our name is on the mattress but not the building. We consider it a privilege to be included in the value proposition of all our dealers.
What were the biggest changes in mattress products and marketing over the last five years?
Today over 90% of shoppers start their purchase journey online. Your website now carries the same magnitude as your physical showroom. The quality and appearance of a retailer’s website has become the determining factor in whether the shopper decides to make an in-person visit. The site must be easy to navigate, offer trusted products at competitive prices and communicate a value proposition.
Advertising is the first step in driving traffic to the dealer’s website as well as to the store. But it now takes on different forms. The days of Yellow Page ads are long gone. A retailer’s digital footprint is now the primary source.
Also, even if a retailer has a long history in the market, they cannot fall into the mindset of being “well known.” The customer base has never been more segmented or transitional. It is important to remember that the largest group of potential customers are people who have just moved into the market.
We invite everyone to see all the new Serta Simmons product and learn about the SSB Promise at Summit EXPO space 2912 in Nashville.
YSN publisher AVB BrandSource is the nation’s largest merchandising and marketing co-op for independent appliance, mattress, furniture and CE dealers.
