Serta Simmons Bedding Announces Major Serta® and Beautyrest® Launches at Winter Las Vegas Market

Company finishes Third Quarter of 2025 with $160 Million in Total Liquidity and more than $100 Million in Adjusted EBITDA in the previous Twelve Months

DORAVILLE, Ga.--(BUSINESS WIRE)--Serta Simmons Bedding, LLC, one of the world’s leading sleep companies, today announced major new product launches for its Serta^® and Beautyrest^® brands, building on strong 2025 business momentum to drive continued success in the new year.

In addition to adding a new split-head to the popular iSeries line, Serta is introducing the all-new Serta Perfect Sleeper^®, offering a new Q4™ Support System, as well as best-in-class, demonstrable cooling, zoned comfort, and thick, impressive profiles.

Beautyrest is expanding the Beautyrest Black^® portfolio with the introduction of the all-new Beautyrest Black^® Hybrid XCS models, with a new cutting-edge look, elevated technologies, and new split-head sizes.

Closing Third Quarter of 2025 with Strong Sales and Controlled Costs

The new launches are built on very strong company performance, with strong sales and carefully controlled costs resulting in EBITDA growth and expanded liquidity.

“Our performance through Q3 2025 reflects the strength of our strategy and the discipline of our execution,” said Jim Loree, CEO, Serta Simmons Bedding. “As of the third quarter of 2025, we delivered more than $100 million in adjusted EBITDA through the last twelve months, with EBITDA margins averaging approximately 8% of net sales, while our gross margin expanded to roughly 40%—a clear signal that the quality of our revenue continues to improve.”

“At the same time, excluding Mattress Firm and Big Lots, we were up 5% in net sales, building strong momentum through the end of Q3. That growth is built on a foundation of operational rigor: we’ve become a leaner, more focused organization, reducing SG&A by 350 basis points since 2024 through smarter resource allocation and more effective use of capital.”

As of the end of the third quarter of 2025, SSB had $125 million in cash on-hand and $160 million in total liquidity.

“We have the financial flexibility to continue investing in innovation and our retail partners,” said Loree. “Since 2023, we’ve sharpened our focus on those relationships and we have added more than 100 new retail accounts in the last 18 months, reinforcing our position as a trusted, long-term growth partner across the industry.”

Powerful Brand Launches for 2026

The new products from Serta and Beautyrest will be showcased to retailers at the upcoming Winter Las Vegas Market inside Serta Simmons Bedding’s dedicated suites B1265 and B1201. Retailers can begin ordering the products at the tradeshow in advance of the product launches starting this spring.

“We are thrilled to be coming to the Winter Las Vegas Market and completing our product portfolio,” said Tim Oakhill, Chief Marketing Officer of Serta Simmons Bedding.

“When we launched our Serta and Beautyrest collections two years ago, we established clear value propositions and compelling merchandising platforms that created distinct, differentiated swim lanes for each brand—allowing them to stand on their own with unique and powerful selling stories.”

“We are now completing that model,” Oakhill added. “With the introduction of the new Serta Perfect Sleeper and the new Beautyrest Black Hybrid XCS models, these innovations will serve as catalysts for a strong step-up story, supported by clearly articulated, retailer-ready selling narratives. 2026 is going to be an incredible year.”

Serta Perfect Sleeper: Perfect Sleep Night After Night™

Serta is pleased to introduce the all-new Perfect Sleeper^®, designed to deliver night-after-night support, comfort and cooling with meaningful, consumer-relevant upgrades. At its core is the new Q4™ Support System, featuring Serta’s innovative 4-in-1 perfectly linked coils for even weight distribution and stable support to help prevent aches and pains. With best-in-class, demonstrable cooling, zoned comfort for additional comfort where you need it most, and thick, impressive profiles, Perfect Sleeper delivers support and comfort you can feel — and see — night after night.

Elevated aesthetics and bold new branding (featuring the iconic Serta Counting Sheep) give the line strong showroom presence and marketing impact. All models feature the Q4™ Support System for long lasting support, along with a touch of wool (in select models), higher density foams for improved comfort and engineered with CoolFeel^® Fabrics for better cooling performance.

Perfect Sleeper^® is offered in multiple levels designed to drive trade-up across the line:

• Entry Model – Suggested pricing starts at $699
• Level One – Suggested pricing from $799–$899
• Level Two – Suggested pricing from $999–$1,199, stepping up with enhanced demonstrable cooling in the top panel, up to 1.5” of memory foam in the quilt for added surface comfort, and eight handles for easier maneuverability
• Hybrid Models – Suggested pricing from $1,099–$1,299, combining the new Q4™ coil system, (CoolFeel + Fabric) enhanced cooling, thick profiles and bold Counting Sheep branding

Perfect Sleeper^® delivers long lasting support and zoned comfort, cooling- value and performance — beautifully built for today’s shopper and priced to drive trade-up across the line.

Beautyrest^® – Redefining Hybrid Luxury with Black Hybrid XCS

Beautyrest^® is pleased to introduce the all-new Beautyrest Black^® Hybrid XCS models, expanding the successful hybrid assortment that debuted in 2024. This portfolio expansion is designed to redefine hybrid performance with a cutting-edge new look, elevated technologies, and new split-head sizes, while continuing to deliver meaningful hero feature step-ups across the Beautyrest Black^® Collection.

Engineered with the highest-grade HD foams, the exclusive Triple-Stranded Pocketed Coil^® advanced support system, and bold new aesthetics, XCS models are built to push the boundaries of luxury sleep. All models are adjustable base compatible and available in Split-Head Queen and Split-Head King sizes for customizable comfort.

Each model features FORM™ HD Material for signature melting comfort and deep pressure relief, along with elevated cooling from new BlackICE^® Max Cooling Technology, a unique phase-change material that delivers 30% more cooling power for immediate, long-lasting temperature management.

All XCS models deliver unparalleled individualized support and motion separation, paired with contouring foams and a Sleep Climate™ Surface cool-to-the-touch cover for a cool, luxurious sleep experience.

Beautyrest Black^® Hybrid XCS Series:

• Series Three XCS (Silver) — Suggested pricing starts at $3,999 (14.5” Firm, Medium, Plush)
  
  Features Triple-Stranded Pocketed Coil^® Technology for advanced individualized support and motion separation, FORM™ HD Material and high-density comfort foams, plus BlackICE^® Max Cooling Technology for 30% more cooling power.
  

• Series Four XCS (Gold) — Suggested pricing starts at $4,499 (14.75” Firm) and $4,999 (15” Medium)
  
  Includes all Series Three technologies plus FORM™ HD Max Material and TotalEmbrace™ XHD Memory Foam for deep pressure relief and freedom of movement, with 2K Micro Coils for enhanced conformability and support.
  
• Series Five XCS (Silver + Gold) — Suggested pricing starts at $5,699 (15” Plush)
  
  Adds 3" of additional FORM™ HD Material, a high-density racetrack edge system for extended edge support and stability, and 4K Micro Coils for the ultimate in individualized conformability and support.

The Beautyrest Black^® Hybrid XCS launch signals what’s next for the Beautyrest Black^® legacy — competitive, future-forward, and visually striking.

Looking to the Future

“I’m really pleased with the outstanding work happening across Serta Simmons – from marketing to sales to operations, our team is driving innovation and introducing great new products, supporting our retail partners, and providing unbeatable service,” said Loree. “As we build momentum going into 2026, I’m excited about the opportunities for SSB and I am confident this team will continue to deliver.”

About Serta Simmons Bedding

Serta Simmons Bedding, LLC (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 including Serta^®, Beautyrest^®, Tuft & Needle^® and Simmons^®.

For more information, visit sertasimmons.com.