Serta Simmons Bedding (SSB) has relaunched the iconic Simmons mattress brand with a new high-end line, marking the first consumer-facing Simmons products in over a decade. The Simmons Luxury Collection features 11 hand-tufted models, with queen-size prices ranging from $4,599 to $9,999, positioned above the company's Beautyrest tier.
© Serta Simmons Bedding (SSB)
The move aims to leverage Simmons' 156-year heritage in craftsmanship while targeting the growing super-premium mattress segment. According to Rachel Litsky, the collection emphasises traditional detailing and hand-tufting, reflecting renewed consumer interest in authenticity, premium materials, and heritage design.
SSB executives note that while Simmons Luxury celebrates "old world" luxury, Beautyrest Black continues to represent innovation-led modern luxury with features like Triple Stranded Pocketed Coil technology.
The relaunch also underscores SSB's strategic differentiation of its flagship brands, expanding presence at the top of the market while honouring the legacy of Simmons founder Zalmon Simmons, who pioneered high-quality mattress design.
Source: www.furnituretoday.com
