Simmons Launches Next-Generation Innovations on New Beautyrest and

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Simmons Launches Next-Generation Innovations on New Beautyrest and Powered By Docstoc
					FOR IMMEDIATE RELEASE                                                   For more information:
                                                                        Christine Foster
                                                                        three PR

                                                                        Katie O’Neill
                                                                        three PR

             -New mattresses incorporate combination of technologies
                    for next-generation comfort and design-

(ATLANTA – January 25, 2008) – Simmons Bedding Company announced today that it is
introducing two new line extensions at next week’s Las Vegas Furniture Market—the
Beautyrest® NxG™ Series and the Beautyrest Black™ Custom Collection. The new beds build
upon Simmons’ history of innovation by incorporating the latest comfort materials and design
      The combination of technologies used in the hybrid design of the Beautyrest® NxG™
Series enables consumers to experience both the benefits of Pocketed Coil® springs and NxG™
Advanced Memory Foam, while the Beautyrest Black™ Custom Collection allows consumers to
personalize the comfort of their bed.
      “We designed our product introductions to offer consumers new options and greater
flexibility when it comes to how a mattress meets their specific sleep needs,” said Tim Oakhill,
Simmons executive vice president of marketing. “We are focused on building upon Simmons’
stable of brands and technologies to continue bringing a great shopping experience to
consumers and an easy selling process to dealers. Thanks to the Beautyrest® NxG™ Series and
the Beautyrest Black™ Custom Collection, we continue to push the envelope.”

The Beautyrest® NxG™ Series
      In the Beautyrest® NxG™ Series, the legendary motion separation and conformability of
the Beautyrest® mattress meet the advanced performance of Next-Generation Memory Foam,

Simmons Launches Next-Generation Innovations/ page 2

which was pioneered in the Comforpedic® line.
      The beds feature NxG™ Advanced Memory Foam on top of the original Simmons®
Beautyrest® Pocketed Coil® springs, creating a unique feel for consumers as well as a strong
selling story for dealers. The technology combination provides consumers with the motion
separation and conformability benefits of the signature Beautyrest® Pocketed Coil® design and
the heat dissipation, quicker recovery and consistent comfort qualities of Next-Generation
Memory Foam technology as featured in the ComforPedic® line.
      “There is a segment of bedding consumers that is interested in specialty sleep technology
but is not quite ready to purchase an all-foam bed,” said Rolf Sannes, Beautyrest brand director.
“We view the Beautyrest® NxG™ Series as an introduction to our Crossover™ category, which
eases these consumers into the specialty sleep arena. This collection lets them experience the
benefits of both NxG™ Advanced Memory Foam and the trusted Beautyrest® Pocketed Coil®
springs simultaneously.”
      “The addition of the ComforPedic® products to Simmons’ portfolio last summer provided
us with a truly unique and proprietary foam technology that we knew we could leverage
throughout our other product lines,” said Oakhill. “The ComforPedic® brand has quickly become
an integral part of Simmons, and the inclusion of NxG™ Advanced Memory Foam technology in
our flagship line is evidence of that fact.”
      The six models in the Beautyrest® NxG™ Series also feature the company’s patent-
pending EvenLoft™ construction, which allows consumers to come in closer contact with the
luxurious comfort and conformability of NxG™ Advanced Memory Foam and Beautyrest®
Pocketed Coil® technology. The collection has a suggested retail price range of $1,999 to

The Beautyrest Black™ Custom Collection
      With a layer of Advanced Pocketed Coil™ springs that gently conform to the shape of the
body, the Beautyrest Black™ Custom Collection offers the same enhanced durability and
unsurpassed motion separation as the original Beautyrest Black™ luxury line with one big
difference—personalized comfort. Consumers can customize the comfort by choosing from
different types of soft, supportive latex foam for either a firmer or plusher feel all over the
mattress, or customers can select the Dual Comfort® Option, where both partners select the

Simmons Launches Next-Generation Innovations/ page 3

comfort option they like best for their side of the bed.
      “An individual’s comfort preference is an extremely personal decision, and unfortunately
many couples have had to compromise on this very important aspect in order to please their
partner,” said Mark Owen, Simmons’ vice president of brand management. “We feel that our
luxury customers should not have to compromise on anything and developed the Beautyrest
Black™ Custom Collection to address the comfort needs and desires of both partners.”
      The Beautyrest Black™ Custom Collection also features a layer of Next-Generation
Memory Foam as well as silk upholstery to deliver the ultimate in sleeping comfort and true
luxury. The high-end collection has a suggested retail price range of $5,999 to $6,499.
      Simmons will exhibit the Beautyrest® NxG™ Series and a new ComforPedic® pillow
program, plus the ComforPedic® and Natural Care™ lines at its main showroom (World Market
Center, building A, space 525) during next week’s Las Vegas Furniture Market. The Beautyrest
Black™ Custom Collection will be displayed in Simmons’ second showroom (World Market
Center, building A, space 946) and is open to retailers by invitation only. The second showroom
will also house new Simmons Kids® baby mattresses along with the company’s Beautyrest® and
Deep Sleep® offerings. For additional information on Simmons® products, please visit

About Simmons

Atlanta-based Simmons Company, through its indirect subsidiary Simmons Bedding Company,
is one of the world’s largest mattress manufacturers, manufacturing and marketing a broad
range of products under brands including Beautyrest®, Beautyrest Black™, Natural Care™,
ComforPedic by Simmons™ , Beautyrest Beginnings™ and Deep Sleep®. Simmons Bedding
Company operates 21 conventional bedding manufacturing facilities and two juvenile bedding
manufacturing facilities across the United States, Canada and Puerto Rico. Simmons also
serves as a key supplier of beds to many of the world’s leading hotel groups, casinos and resort
properties. Simmons is committed to developing superior mattresses and promoting a higher
quality sleep for consumers around the world. For more information, visit the company’s Web
site at

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This press release includes forward-looking statements that reflect our current views about future events
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success of our new products and the future costs to roll out such products; (iv) our relationships with and
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