90 YEARS OF INNOVATIONS
32850 NIGHTS OF COMFORT SLEEPS
WORLD'S #1 MATTRESS MAKER
Since introducing the Perfect Sleeper® mattress to the world in 1931, Serta has been the name behind many “firsts” in the industry and gained a reputation for being a pioneer in comfort, including our breakthrough iComfort® by Serta mattress series featuring the latest in gel memory foam technology.
Tumble the Mainstream
When the founder of Serta launched the innerspring mattress, it did not gain the favour of the public for the first time. In fact, Serta mattress is more stable than that of the traditional spring coils mattress, and it could provide a more comfortable sleeping experience. In terms of the cushioning and comfort, the upholstery layers in Serta mattress were pre-compressed, no need to compress and reshape and fill the comfort layers as the traditional mattress. Together with the support of the innerspring layer, the comfort level increased, and more importantly, the mattress greatly reduced the sleep disturbance from the sleeping partners, the quality of sleep was greatly improved.
Despite this, consumers were still preferred traditional spring coils mattresses. However, more and more consumers had changed their original thinking due to a series of advertisements launched by the founder of Serta. Serta Mattress launched two advertisements, one was with with Serta mattress was thrown out of the plane, and the other one with a road roller ran over a Serta mattress, both Serta mattresses were unharmed. And for the following years later, Serta used these clear and focused Serta marketing messages to rollout national advertising campaign and finally break through public’s opinion on our non-traditional innerspring mattress, and the Mira-coil innerspring system had eventually became the basic architecture of Serta’s famous mattresses.
In the 1950’s, Serta made the strategic decision to increase the advertising investment. This continued to follow our philosophical strategy of a strong brandname and to heighten awareness within the general public, distinguish our products, focus consumers, and make the shopping experience more fun. Serta was one of the first companies to advertise on Television via the “Tonight Show” and “The Bob Hope Show”. Television helped Serta to dramatically influence the publics preference for the Serta name.
During the 1960’s and 1970’s, Serta continued brand name building through advertising and marketing effort. The companies advertising, especially on the increasingly influential television, provided high visibility and sales continued to steadily grow. Market research showed that the Serta mattresses were becoming one of the most recognizable consumer products in the United States. The image projected Serta mattresses provided a sleeper with a sound and peaceful sleeping experience and was worth the higher market price. As sales increased, Serta started strategic company expansion, by the end of 1965, Serta had built up our organization to include 39 plants across the United States and Canada.
Through the 1970’s, Serta’s management decided to establish a research and development department that was well funded in order to conduct extensive research on sleep habits of consumers and new technologies. By 1976, the R&D department had developed the industry’s first Pillow Soft mattress, combining elements of a firm spring mattress with a soft pillow-like exterior, it was one of the most successful products in the history of the Serta company.
In 1980’s and 1990’s, Serta decided to undergo major expansion of overseas operations for both manufacturing facilities and distribution networks. Firstly, establishing manufacturing facilities in both Mexico and Puerto Rico. Both these countries had a growing middle class to that could afford mattresses made by Serta. The second stage of the expansion involved establishing distribution network and facilities in both Australia and Japan. In 1983 the R&D department introduced a revolutionary continuous coil innerspring mattress, and pioneered the use of ‘convoluted’ foam in designing an improved and upgraded version of the ‘Perfect Sleeper’ mattress.
Technology and Innovations
In the 1990’s, Serta continued our efforts in R&D, equipment like the Comfort Sensor, allowing researchers to measure pressure points on the body. New technologies and tools allowed our researchers to translate ideas and concepts into innovation. Such innovations and ideas have led to the Serta Triple Beam bed frame, largely regarded ad the most durable in the industry, as well as the Perfect Night luxury mattress line, which became Serta’s most successful product to date. In 1993, the “Serta: We Make the Worlds Best Mattresses” campaign – designed to communicate Serta’s values of comfort, quality, and trust. A unique aspect with women as primary target, whom the research had indicated as the primary buyers and decision makers of household mattresses. By the end of the 90’s, Serta had grown in to a $670 million dollar company with 31 factories and facilities in North America and 23 overseas.
During the last 10 years, Serta has continued to lead the way in innovation and advertising prowess. In 2000, Serta introduced the “Counting Sheep” as their brand icons, and earned the Gold Effie award for the campaign in 2002. In 2003, Serta became the first national mattress brand to offer a flame retardant system in our mattresses. In 2004, Serta introduced a memory foam collection with Fireblocker and in 2005 it became standard in all US mattress sets.
About Serta Simmons Bedding, LLC
Serta Simmons Bedding, LLC (“SSB”) owns and manages three of the largest, most influential bedding brands in the mattress industry — National Bedding Company L.L.C. (the largest licensee and majority shareholder of Serta, Inc.), Simmons Bedding Company, LLC, and Tuft & Needle, LLC. SSB is based in Atlanta and operates 36 manufacturing plants in the United States, five in Canada, and one in Puerto Rico.