Meet&CoDORAVILLE, Ga. — Serta Simmons Bedding (SSB) is bringing the Simmons brand back to the consumer market with the launch of Simmons Luxury, a new high-end mattress collection positioned above its Beautyrest line. The reintroduction marks the first time in over a decade that Simmons has been used as a consumer-facing product brand.
The collection features 11 hand-tufted models with suggested retail prices ranging from $4,599 to $9,999 for a queen size, targeting the fast-growing super-premium mattress segment. Rachel Litsky, Brand Manager for Simmons and Beautyrest, stated that the company had been evaluating this tier for some time and saw an opportunity to leverage Simmons’ 156-year heritage in a modern, elevated way. She explained that while Simmons Luxury emphasizes old-world craftsmanship through hand tufting, Beautyrest Black will continue to represent modern luxury where innovation takes center stage.
Simmons had remained part of the corporate name but ceased being used as a product brand in 2015, when the company transitioned to Beautyrest as part of its Recharge campaign.
Rolf Sannes, Senior Vice President of Beautyrest Brand Marketing, noted that founder Zalmon Simmons built the brand on innovation and consumer focus, qualities that generations have trusted. He added that the new collection honors that legacy while positioning Simmons for long-term growth.
Litsky further noted that the timing aligns with growing consumer demand for authenticity, premium materials, and visible craftsmanship. The Simmons Luxury collection will sit above Beautyrest in the company’s portfolio, differentiating the two flagship brands while expanding SSB’s presence at the top end of the market.
