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Simmons Extends ComforPedic Loft Mobile Showroom Tour


Company doubles length of road show due to high success rate and numerous retailer requests


December 8, 2009 - Simmons Bedding Company has extended its ComforPedic Loft™ “Showroom on Wheels” tour by an additional eight weeks due to the road show’s tremendous success during its first phase. The “Showroom on Wheels,” a 53-foot, 18-wheeler exhibit featuring Simmons’ new ComforPedic Loft™ mattress collection with NxG® Memory Foam technology, brings Simmons’ new models directly to retailers, providing convenient access to the products as well as an ideal sales training location. When the extended tour concludes on Dec. 18, the mobile showroom will have traveled more than 22,000 miles—almost the distance around the globe—visiting 50 cities across North America, including Denver, Toronto, New York, Los Angeles, Atlanta and Orlando. The second phase of the tour focuses on the southwest region of the country and includes visits to Dallas, Phoenix and San Diego, with repeat visits to a few cities at the request of select retailers.


“We launched the ‘Showroom on Wheels’ because we thought retailers would appreciate the cost savings and convenience of having the ComforPedic Loft™ line brought to them; however, I have to admit that the overwhelmingly positive reaction to the road show surpassed even my expectations,” said Scott Smalling, president of Simmons’ specialty sleep division. “The majority of the retailers we visited during the first phase of the tour have picked up the line. Such strong success combined with retailer interest in additional city stops made us realize that a tour extension was needed.”

As in the first phase of the tour, Smalling and Butch Webster, vice president of Simmons’ specialty sleep division, are overseeing the sales presentations that take place at each stop. The presentations aim to educate dealers and retail sales associates about the key benefits of NxG® Memory Foam—dissipates heat, quicker recovery and consistent comfort. Simmons spent a year developing the new foam technology with the specific goal of providing all three of these benefits at a more affordable price. By designing the ComforPedic Loft™ line to have a starting suggested retail price of less than $1,000 for a queen set, Simmons has made NxG® Memory Foam technology available to a whole new category of consumers.


“The ComforPedic Loft™ story is easy for retailers and consumers to understand—next generation technology at an attainable price,” said Anne Kozel, Simmons’ specialty sleep brand director. “When retailers visit the mobile showroom, they recognize the ComforPedic Loft™ line’s potential to be a major hit with a wide range of value-oriented consumers. The collection looks and feels amazing. It basically sells itself.”


While the primary goal of the tour has been to present the ComforPedic Loft™ line to retailers who have not yet decided to floor the models, the mobile showroom has also proven to be the perfect training venue for retail sales associates from dealers who picked up the line at the Las Vegas Furniture Market or the High Point Market. In addition, visits to Simmons® manufacturing facilities have allowed Smalling and Webster to share their passion for specialty sleep products with Simmons employees, who now possess a greater understanding of the technology and effort that went into creating the ComforPedic Loft™ line.


“The road show has been an unbelievable experience,” said Smalling. “We’re meeting wonderful people and visiting beautiful cities while building stronger retailer relationships. I couldn’t be happier with the program’s results.”


To learn more about the ComforPedic Loft™ brand, visit


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 including Beautyrest®, Beautyrest Black®, Beautyrest NxG®, Beautyrest Studio™, ComforPedic by Simmons™, ComforPedic Loft™, Natural Care®, Beautyrest Beginnings™ and BeautySleep®. Simmons Bedding operates 19 conventional bedding manufacturing facilities and one juvenile bedding manufacturing facility across the United States, Canada and Puerto Rico. Simmons Bedding also serves as a key supplier of beds to many of the world’s leading hotel groups and resort properties. Simmons Bedding is committed to developing superior mattresses and promoting a higher quality sleep for consumers around the world.


For more information, visit Simmons Bedding's website at


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