Simmons Launches New Bowling Ball Advertising Campaign at Las Vegas Furniture Market; Advertisements Will Reintroduce Simmons' Iconic Bowling Ball Demonstration to Illustrate the Benefits of Motion Separation

ATLANTA--()--Jan. 30, 2006--Simmons Bedding Company is launching a new advertising campaign featuring a familiar concept at this week's Las Vegas Furniture Market. The advertisements for Simmons' flagship Beautyrest(R) brand incorporate elements of the company's famed 1995 bowling ball ad campaign, which set off a consumer craze for "the bowling ball mattress." Simmons decided to bring back the concept after conducting research among dealers, retail sales associates and consumers.

"Dealers asked Simmons to bring back the bowling ball campaign because it simply illustrates the concept of motion separation, which diminishes the effects of an individual's movement and helps prevent it from disturbing their partner's sleep," said Tim Oakhill, Simmons' senior vice president of marketing and international licensing. "The demo also helps consumers visualize the customized support our unique Pocketed Coil(R) design provides through its ability to conform to a person's unique body shape."

Simmons' research found that 56 percent of consumers surveyed still remember the 1995 bowling ball campaign, which showed an actor dressed in a lab coat dropping a bowling ball onto an open coil unit, then dropping the ball onto a Beautyrest Pocketed Coil unit. While the action knocked down ten bowling pins on the open coil unit, the pins on the Beautyrest mattress stayed upright.

Simmons' new campaign includes elements of the bowling ball demonstration that were originally seen in the 1995 ad. The campaign's television commercial, which will begin airing in March, focuses on Simmons' development of Pocketed Coil technology over 80 years ago and the company's continued improvement of the design. Simmons attributes the lack of motion transfer in its Beautyrest mattresses to the fact that their Pocketed Coil springs are encased in fabric pockets and are attached to each other in the middle, not on the top and bottom as in traditional innerspring designs.

"Each Pocketed Coil spring reacts independently to changes in weight and pressure, helping to provide individualized comfort and support," said Rolf Sannes, Beautyrest brand director. "Our new ad, which shows a model supported from head to toe on a Pocketed Coil unit, makes it easy for consumers to understand this idea."

The new bowling ball campaign will consist of national cable and syndicated television commercials, online advertisements and in-store displays. All of the campaign elements were created by Simmons' advertising agency, three, located in Atlanta. The firm's CEO, Jackson Houk, and co-creative director, Brad Ramsey, also worked on the 1995 bowling ball campaign while employed at Simmons' former ad agency, TuckerWayne. For additional information on Simmons, please visit www.simmons.com.

About Simmons Bedding Company

Atlanta-based Simmons Bedding Company is one of the world's largest mattress manufacturers, manufacturing and marketing a broad range of products under the Beautyrest(R), BackCare(R), BackCare Kids(R), Olympic(R) Queen, Deep Sleep(R) and HealthSmart(TM) brands. Its Simmons Kids division specializes in providing bedding products specifically designed for babies and children. The Company operates 17 conventional bedding manufacturing facilities and three children's bedding manufacturing facilities across the United States and Puerto Rico. 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 website at www.simmons.com.

"Safe Harbor" Statement under Private Securities Litigation Reform Act of 1995:

This press release includes forward-looking statements that reflect Simmons' current views about future events and financial performance. Words such as "estimates," "expects," "anticipates," "projects," "plans," "intends," "believes," "forecasts" and variations of such words or similar expressions that predict or indicate future events, results or trends, or that do not relate to historical matters, identify forward-looking statements. The forward-looking statements in this press release speak only as of the date of this release. These forward-looking statements are expressed in good faith and we believe there is a reasonable basis for them. However, there can be no assurance that the events, results or trends identified in these forward-looking statements will occur or be achieved. Investors should not rely on forward-looking statements because they are subject to a variety of risks, uncertainties, and other factors that could cause actual results to differ materially from Simmons' expectations. These factors include, but are not limited to: (i) competitive and pricing pressures in the bedding industry; (ii) legal and regulatory requirements; (iii) the success of new products, including HealthSmart(TM), our new Beautyrest(R) premium priced products, our new Deep Sleep(R) products, and the Beautyrest(R) Caresse(R) products; (iv) our relationships with our major suppliers; (v) fluctuations in costs of raw materials; (vi) our relationship with significant customers and licensees; (vii) our ability to increase prices on our products and the effect of these price increases on our unit sales; (viii) our labor relations; (ix) departure of key personnel; (x) encroachments on our intellectual property; (xi) product liability claims; (xii) our level of indebtedness; (xiii) interest rate risks; (xiv) compliance with covenants in our debt agreements; (xv) future acquisitions; (xvi) an increase in return rates and warranty claims; (xvii) our ability to achieve the expected benefits from the sales reorganization; and (xviii) other risks and factors identified from time to time in the Company's reports filed with the Securities and Exchange Commission ("SEC"). We undertake no obligation to update or revise any forward-looking statements, either to reflect new developments or for any other reason.

Contacts

three PR (for Simmons Bedding Company)
Christine Foster, 404-266-0899, ext. 101
cfoster@3atlanta.com
or
Katie O'Neill, 404-266-0899, ext. 125
koneill@3atlanta.com
www.simmons.com

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Contacts

three PR (for Simmons Bedding Company)
Christine Foster, 404-266-0899, ext. 101
cfoster@3atlanta.com
or
Katie O'Neill, 404-266-0899, ext. 125
koneill@3atlanta.com
www.simmons.com