Serta Simmons Bedding Launches New Serta® iComfort® Collection

Brand Returns to Roots on Hugely Successful Line

Zoned Comfort That Always Has Your Back™

Serta Simmons Bedding (SSB) announces the launch of its new Serta® iComfort® Collection. (Photo: Business Wire)

DORAVILLE, Ga.--()--Serta Simmons Bedding (SSB), a leading global sleep company, announced today the launch of its new Serta® iComfort® Collection. Designed to ensure all-night comfort, the new all-foam collection features 5 support zones for full-body alignment.

The new Serta iComfort mattress collection will start hitting retail floors for Memorial Day and will also be showcased at the Summer Las Vegas Market taking place July 28 – August 1, 2024.

“The original iComfort Collection was one of the most successful lines of all time for Serta,” said Anne Edwards, Senior Vice President, Serta Brand Marketing, SSB. “It was a simple, powerful formula: competitive pricing, clear merchandising, and great feeling beds. That’s what iComfort stands for, and that’s what we are delivering. The consumers who first fell in love with the original collection are back in the market today and will be delighted.”

The collection is on track to have samples shipped to 130 dealers across more than 700 doors by the end of the summer – with 80% on-site by the end of Q2. With this launch the iComfort retail footprint is growing by more than 20%.

“We are bringing our customers products that truly work at retail,” said Dominick Azevedo, Chief Sales Officer, SSB. “When iComfort launched, it had incredible immediate success, and this collection is poised to do the same, with forward-looking fashion aesthetics and simple step-up stories at extremely competitive pricing.”

About The Newest Serta iComfort Collection

iComfort mattresses will now feature 1” to 4.5” of memory foam, including Serta’s 5 ZoneResponse™ Design, providing head-to-toe comfort and support for restorative sleep.

In addition, the iComfort Collection features CoolFeel™ fabric with premium aesthetics to provide cool, restful sleep throughout the night and pressure relieving comfort through Perfect Conform™ memory foam that contours and cradles pressure points.

“With our Serta iComfort launch, we are honoring the legacy of the brand,” said Tim Oakhill, Chief Marketing Officer. “This is a beloved product, and we have made it even more comfortable, with a cohesive and intuitive step-up and merchandising story to welcome consumers to the Serta brand – and to make selling iComfort a dream for our retail partners.”

The collection spans 7 models, ranging from firm to plush support and comfort preferences with suggested pricing starting at $1,299 (Queen Firm) up to $1,999 (Queen Plush).

“Great new product launches like Serta iComfort are foundational to our turnaround strategy,” said Mark Genender, Interim CEO, SSB. “Coupled with close retailer partnerships and broad national advertising, we will continue to regain market share and expand our business. We have an innovative and compelling pipeline of new products including Perfect Sleeper X™, iComfortPro™, Perfect Sleeper Pro™, and our opening price point Serta® Classic® which will be available in both flat mattresses and Mattress in a Box. I’m excited for us to drive results.”

For more information on all Serta products, visit

About Serta Simmons Bedding

Serta Simmons Bedding (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta®, which has five other independent licensees, Beautyrest®, Tuft & Needle® and Beauty Sleep®. For more information about SSB and its brands, visit


Jamie Wallis


Jamie Wallis