Serta Reinvents Memory Foam Again With Its New iComfort(R) Directions(TM) Mattresses

Serta Reinvents Memory Foam Again With Its New iComfort(R) Directions(TM) 
New Dual-Action Gel Memory Foam Mattresses Feature Four Exclusive
Technologies Designed to Balance Comfort, Support & Temperature
HOFFMAN ESTATES, IL -- (Marketwired) -- 04/11/13 --  Serta, America's
#1 mattress manufacturer, announces its new iComfort(R)
Directions(TM) gel memory foam mattresses now available for purchase
at Serta retailers across the United States. These new mattresses
represent Serta's latest advancement in sleep technology, and have
been designed from the surface to the core to provide enhanced
cooling comfort and individualized body support. Mattress shoppers
can choose from four iComfort Directions models with a range of
comfort options, at prices hundreds of dollars less than other memory
foam mattress brands. 
Serta changed the memory foam category when it introduced the
iComfort Sleep System in 2011. The Cool Action(TM) material used in
the original iComfort mattresses represented a true breakthrough in
memory foam technology as the world's first memory foam infused with
Serta's MicroSupport(R) gel. iComfort quickly became a popular
product for Serta, with 98 percent of iComfort owners reporting being
satisfied with their mattress purchase and 97 percent saying they
would recommend iComfort to a friend or colleague. (Source: GFK Buyer
Satisfaction Study, 2012).  
After the successful launch of iComfort, Serta set out to push its
sleep technology forward and design its next generation of gel memory
foam mattresses. Serta's Research & Development team knew that
mattress shoppers were interested in the temperature regulating
benefits of its gel memory foam. But, research from the National
Sleep Foundation indicated that when it came to selecting a mattress,
comfort and support were just as important as temperature regulation.
(Source: National Sleep Foundation 2012 Bedroom Poll). So, Serta
reinvented memory foam again with its new iComfort Directions
mattresses, featuring these four exclusive technologies, designed to
balance comfort, support and temperature regulation: 

--  Thermo degrees Cool(TM) yarn fabric cover with TENCEL(R) fibers
    is an exceptionally soft material designed to help improve heat and
    moisture flow at the sleep surface. Plus, TENCEL(R) fibers can
    resist the growth of mold, bacteria and dust mites.
--  EverCool(TM) Gfx Memory Foam, the world's first premium, breathable
    memory foam featuring an infusion of super heat-conducting graphene
    material for supple, body conforming comfort and an extra ability to
    whisk heat away from the body.
--  Cool Action(TM) Dual Effects(TM) layer works to provide more
    support where your body needs it and an enhanced ability to transport
    heat away from the mattress layers above it. Millions of Serta's
    original MicroSupport(R) gel beads gather under the areas of your
    body that need extra push back support. Meanwhile, our new
    MicroCool+(TM) gel features advanced phase change material
    encapsulated in a proprietary gel designed to efficiently capture,
    store and ultimately dissipate away heat from the mattress layers
--  Pods(TM) gel-activated support layer works with our Comfort
    Last(R) Foam Core to help provide extra support from the deepest
    parts of the mattress and a firmer seating edge.

"As today's mattress shopper becomes more and more aware of the
importance of investing in a quality mattress for better sleep, it's
important that we offer them the latest sleep technologies at
affordable prices," says Andrew Gross, senior vice president of
marketing for Serta. "Our new iComfort Directions mattresses offer
just this, and we encourage mattress shoppers to visit a local store
to experience what makes these mattresses unique first-hand." 
All iComfort Directions mattresses are compatible with the new Serta
Motion Custom(TM) Adjustable Foundation, the most advanced adjustable
base available today. It has nine all-new features including six
massage levels with a timer and Bluetooth(TM) Connectivity for smart
phone and tablet devices allows you to control the base using your
smart phone or tablet. This new adjustable foundation is currently
available only at select retailers in select markets, with broad
availability to mattress shoppers later this summer. These mattresses
are also compatible with Serta's Motion Perfect(R) Adjustable
Foundation, available at most iComfort retailers in the United States
Finally, mattress shoppers can enhance their iComfort sleep
experience with a new range of iComfort accessories, including a
mattress protector, sheets and a variety of gel memory foam pillows
with options for every type of sleeper. These accessories were
designed specifically to complement the iComfort mattress. 
The new iComfort Directions mattresses are available at select Serta
retailers across the United States with suggested retail prices
starting at $1999 for a standard queen set. Visit for
information and to find local retailers.  
About Serta: 
Serta is the #1 Mattress Manufacturer in the United States. The
company's product portfolio includes the only official mattress of
the National Sleep Foundation, The Serta Perfect Sleeper(R) and the
revolutionary iComfort(R) gel memory foam sleep system, both named
Consumers Digest Best Buys. Serta also manufactures the upscale Trump
Home(TM) and Perfect Day(R) iSeries(TM) collections, featuring a
combination of Serta's exclusive gel memory foam and an advanced
innerspring system.  
As the leading provider of mattresses to the hospitality industry,
Serta partners with hotel groups such as Hilton Hotels, Marriott,
Intercontinental Hotels Group, Bellagio Hotel, Wyndham Hotels, Omni
Hotels, Choice Hotels, Accor Hotels and many more. 
Serta has 23 U.S. and 4 Canadian manufacturing plants. In addition,
Serta is distributed internationally in more than 100 other
countries. With its worldwide network, Serta is able to respond
quickly to customers' needs while still preserving strict control
standards to ensure the highest quality. 
For more information, visit 
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For more information, contact:
Kelly Ellis 
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