Sealy® Introduces New Posturepedic Mattress Line

               Sealy® Introduces New Posturepedic Mattress Line

2013 line features the industry's first true hybrid design

PR Newswire

TRINITY, N.C., Jan. 28, 2013

TRINITY, N.C., Jan. 28, 2013 /PRNewswire/ --Sealy, Inc. (NYSE: ZZ), today
unveiled its 2013 Sealy Posturepedic^® line, a comprehensive new offering
comprised of three breakthrough mattress series that underscore the brand's
commitment to support and quality. Featuring the industry's first true hybrid
mattress, the line allows the brand to take leadership in the emerging hybrid
mattress category with its all-new Sealy Posturepedic^® Hybrid Series, a half
foam/half springs design that combines the two best sleep technologies into
one luxurious night's sleep.

"For more than 60 years, Sealy Posturepedic^® has been at the forefront of the
latest sleep technologies, and our 2013 line is no exception," said Jodi
Allen, chief marketing officer, Sealy. "We are committed to leading the
industry with the introduction of our new Hybrid Series by being the first
mattress company to nationally advertise and define what a hybrid mattress
truly is."

In addition to the Sealy Posturepedic Hybrid Series, the 2013 line also
includes a new Sealy Posturepedic^® Classic Series and a refreshed Sealy
Posturepedic^® Gel Series. Each mattress features quality construction and is
backed by a collection of proprietary technologies found in every Posturepedic
mattress, including the CoreSupport™ Center, which offers additional support
in the middle where it's needed most, and the SolidEdge™ System, designed to
create a supportive seating area around the perimeter of the mattress so the
full surface of the bed can be used without the risk of roll-offs.

In addition, each series offers unique innovations developed to suit every
sleep style:

Sealy Posturepedic® Hybrid Series

  oThe Sealy Posturepedic Hybrid features a half-and-half design that
    delivers the cooling comfort of gel memory foam in the top half and the
    deep support of titanium alloy springs in the bottom half.

       oCrafted with advanced OptiCool™ gel memory foam which is more
         effective at removing excess heat than standard gel memory foam
       oOptiCool™ is the only gel memory foam on the market to be fused with
         Outlast™, which is more effective at removing excess heat than
         standard gel memory foam alone.
       oIn the bottom half of the hybrid mattress is Sealy's patented
         titanium alloy Apex™ coils, a two-stage coil design which is softer
         at the top for comfort and firmer underneath to provide superior
         support. Each coil is also individually encased to minimize motion
         transfer between sleep partners.

Sealy Posturepedic® Gel Series

  oThe Sealy Posturepedic Gel Series offers enhanced support and gel memory
    foam in each model to conform to the consumer's unique shape and weight
    while promoting a cool sleeping environment.
  oThe entire mattress is supported by individually-cased titanium alloy
    coils. Super-strong and super-light, each Apex coil is built to last a
    lifetime and features the same two-stage design used within the Sealy
    Posturepedic Hybrid Series to provide comfortable, deep-down support while
    minimizing motion transfer.

Sealy Posturepedic® Classic Series

  oIn keeping with the brand's long standing heritage of support, the Sealy
    Posturepedic^® Classic Series debuts a new coil design with the
    Posturepedic^® Classic Coil, a titanium alloy design that improves the
    stability and quietness of the bed, while still giving consumers quality

The combination of support and technology comes with every Sealy Posturepedic
mattress because every Sealy Posturepedic mattress is designed and built in
the USA, guaranteeing the quality expected from America's oldest and best
loved brand.

2013 Marketing Campaign

In addition to the completely refreshed product line, Sealy will support the
new launch with national consumer advertising and an integrated in-store

"Our Posturepedic line is unlike anything else on the market, and we've
reinvented our approach when it comes to advertising and retail support to
ensure our product stands apart in the minds of consumers and on the show
floor," said Allen.

The campaign will feature two new television commercials – one to educate
consumers about the benefits of a true hybrid mattress and the other to
support the brand's overarching marketing campaign: "Whatever you do in bed,
Sealy supports it"™.

The in-store experience will also be redefined. The in-store program will
combine unique fabrics, timeless color palettes and clear messages to help
identify each series distinctly on the floor and clarify the mattress' key
benefits. The entire in-store program will underscore the brand's commitment
to quality and support, while also making the product look more appealing to

Web-based support, including digital creative such as Web-based banner ads,
mobile app integration and social media presence via Facebook, and Search
Engine Optimization, will further support retailers throughout the product
launch while drawing consumer attention to the new product offering.

About Sealy

Sealy^® owns one of the largest bedding brands in the world, with sales of
$1.2 billion in fiscal 2011. The Company manufactures and markets a broad
range of mattresses and foundations under the Sealy®, Sealy Posturepedic®,
Optimum™, Stearns & Foster®, and Bassett® brands. Sealy operates 25 plants in
North America, and has the largest market share and highest consumer awareness
of any bedding brand on the continent. In the United States, Sealy sells its
products to approximately 3,000 customers with more than 7,000 retail outlets.
Sealy is also a leading supplier to the hospitality industry. For more
information, please visit 

Media Contact: Jenny Sherman


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