Serta Simmons Plans for Tomorrow with DTC Brand
Serta Simmons Bedding this week launched a new brand to address the trend toward online shopping for mattresses.
The Tomorrow Sleep brand will be produced by a distinct company based in New York that is "powered by Serta Simmons."
"We are excited to launch a unique direct-to-consumer brand that will be independently run and managed, while still leveraging the strong technology, innovation and manufacturing resources within SSB," said Michael Traub, SSB's chief executive officer. "Tomorrow is a fantastic addition to our … portfolio of brands that will address the consumer segment which prefers an online shopping experience."
That segment has already made itself known to upstart e-commerce operations such as Casper, a three-year-old company that generated $200 million in sales in 2016 and recently gained funding from Target (which now also offers the brand in its stores). Also in the space is Tuft & Needle, a five-year-old company pulling in more than $100 million in annual sales.
Tomorrow Sleep's point of differentiation is "the first truly connected sleep system," which encompasses pillows, comforter, sheets, protector, blackout drapes and a "Sleeptracker Monitor" with bio-sensors "analyzes your sleep cycles, breathing and movement to offer personalized suggestions for better sleep," according to a press release introducing the brand.
"We created Tomorrow Sleep because we believe in the power of sleep to change lives," said Bryan Murphy, the brand's founder and president. "We're excited to bring a truly integrated sleep system to market."
The products are sold individually, with mattresses starting at $550 and an entire system starting at $1,300.
Serta Simmons Bedding, LLC is the largest distributor and manufacturer of mattresses in the U.S. The company had revenues of $1.75 billion in fiscal 2016, according to FurnitureToday.
Atlanta-based SSB owns and manages two of the largest bedding brands in the mattress industry: Serta, which has five other independent licensees, and Beautyrest. The two brands are distributed through national, hospitality, and regional and independent channels throughout North America. SSB operates 32 manufacturing plants in the U.S., six in Canada and one in Puerto Rico.