Simmons Bedding Company introduces a new product line targeted to the coveted and (by industry standards) untapped Millennial segment. Priced under $999, CURV delivers the comfort of memory foam at an affordable price point. Each mattress features CURV's specially designed memory foam, shaped in an exclusive horizontal curve pattern designed to support and conform to the curves of the body while facilitating airflow for a comfortable, restful night's sleep. For additional support, Simmons added gel to its CURV memory foam in select models; this gel memory foam pulls double duty, both providing support and helping to alleviate pressure while comforting the body.
For the generation that not only sleeps, but eats, works, texts, talks, studies, relaxes, entertains, connects – lives on their beds, Simmons understands the importance of a strong, hard-wearing bed. Therefore, each CURV mattress is reinforced with Simmons' exclusive supportive foundation for enhanced durability and protection.
Photo credit Simmons Bedding Company
The generation who has grown up during memory foam's rapid rise in popularity defines memory foam as the gold standard in mattress comfort. Based on Simmons' research of consumers under the age of 35:
- 53 percent of mattress-shopping Millennials would be "very" or "extremely" likely to consider a memory foam mattress.*
- However, 62 percent say "higher cost" was the biggest deterrent for buying a memory foam mattress.**
The launch of CURV will be backed by a consumer-driven marketing push with a heavy emphasis on social and digital outreach. Using engaging social content, a targeted digital media buy and strategic event activations, Simmons plans to bring CURV to its Millennial consumer base in a big way, beginning in late 2013.
Unlike most entry-level memory foams available in the market, the Simmons CURV is proudly designed and built in the USA according to strict safety and quality regulations. The memory foam is also CertiPUR-US® certified to meet standards for content, emission and durability. Simmons is the first major mattress manufacturer to have all polyurethane foams meet these strict environmental, health and safety standards.
The line includes three models: The Latest Thing™, All The Rage™ and Vogue®. The Simmons CURV line carries a 10-year limited warranty and is priced under $999.
Simmons sees increased sales, brand awareness as a result of massive advertising push
Simmons is on a record-setting pace after recently launching new product lines from Beautyrest® and ComforPedic® From Beautyrest® and introducing the largest advertising campaign in recent company history. The product launches and ad campaign have helped fuel record-breaking sales in April, May and June, with April being the largest selling month in company history.