Serta Simmons Bedding Launches Serta® iSeries NXG™ Collection

DORAVILLE, Ga.--(BUSINESS WIRE)--Jul 24, 2025--

Serta Simmons Bedding (SSB), a leading global sleep company, today announced the launch of the new Serta ® iSeries NXG ™ mattress collection – the next generation of comfort engineered to deliver what today’s consumers are asking for: immediate cooling, instant pressure relief, and ideal support at accessible premium price points.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250724560439/en/

“The feedback from consumers was clear,” said Anne Edwards, Senior Vice President, Serta Brand Marketing. “They were saying ‘I want to sleep cooler; I want to toss and turn less; I want to a bed that has my back.’ We are thrilled to launch iSeries with cutting-edge technology and comfort that you can feel - now what we are hearing is ‘I want iSeries!’”

The Serta ® iSeries NXG ™ lineup includes a series of high-performance hybrid and all-foam models built for shoppers who expect more from their mattress – not just one feature, but a series of sleep solutions.

“With iSeries NXG, we’re giving our retail partners a powerful new tool to compete in the high-performance segment,” added Dominick Azevedo, Chief Sales Officer, Serta Simmons Bedding. “It’s a strong value story, backed by a trusted brand, that’s designed to resonate with today’s informed shopper and drive sales on the floor and online.”

About the Serta ® iSeries NXG ™ Collection

The iSeries NXG ™ line is offered in four comfort levels (1500, 2500, 3500 and 4500) with each level available in an all-foam or hybrid construction - all designed to offer simple step-ups in performance with each level.

Key features include:

The Serta ® iSeries NXG ™ Collection is available in twin – king models, as well as an all-new split-head option (available in queen and king sizes). Suggested queen pricing is $1,999 to $2,999 with multiple comfort options: firm, medium, plush, and ultra-plush.

A Smart Alternative in the Premium Sleep Category

With performance and innovation that rivals luxury competitors at more approachable prices, the iSeries NXG ™ collection is designed to deliver a series of benefits that consumers want – immediate cooling, instant pressure relief and ideal support.

“This launch is about meeting a growing demand for smarter comfort,” said Tim Oakhill, Chief Marketing Officer, Serta Simmons Bedding. “Consumers today expect more from their mattress – more features, more value, more trust – and iSeries NXG delivers on all fronts with clarity, consistency and performance.”

For more information on the full Serta ® assortment, visit https://www.serta.com

About Serta Simmons Bedding

Serta Simmons Bedding (SSB) is one of the leading global sleep companies. With a 150-year heritage in delivering industry-leading sleep solutions and a mission to help people sleep better so they can live healthier lives, the company is headquartered in Doraville, GA, and owns top brands such as Serta ®, which has five other independent licensees, Beautyrest ®, Tuft & Needle ® and Beauty Sleep ®. For more information about SSB and its brands, visit https://sertasimmons.com

The Serta® iSeries NXG™ Collection is available in twin – king models, as well as an all-new split-head option (available in queen and king sizes)

KOHALA, Hawai‘i--(BUSINESS WIRE)--Jan 15, 2026--

Kuleana Rum Works, the Hawai‘i-based distillery known for its additive-free, award-winning rums, today announced the release of “An Open Letter on Additive-Free Rum,” written by Founder & CEO Steve Jefferson, addressing why rum is now facing the same scrutiny and market shift that reshaped tequila a decade ago.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260107792953/en/

Consumers across spirits are demanding more honesty about how products are made. Additive-free labeling has already transformed tequila and is reshaping whiskey and RTDs. Drinkers now expect producers to protect natural flavor instead of masking it, and bartenders increasingly use transparency as a measure of quality. The letter positions rum as the next category entering this accountability cycle, as more consumers begin to question undisclosed sweeteners, flavorings and added color.

Tequila provides the clearest precedent. Producers who embraced additive-free methods helped premiumize the category, while brands relying on undisclosed additives now face growing skepticism. According to the letter, rum is approaching the same turning point. Jefferson explains that Kuleana Rum Works was founded on additive-free principles: growing heirloom Hawaiian kō (sugarcane), fermenting and distilling fresh juice at lower proof to preserve natural character, adding nothing after distillation and holding all blending partners to the same standards. Every rum — whether distilled in Hawai‘i or sourced — is verified additive-free through independent lab testing and supplier documentation.

“Consumer expectations are changing fast across spirits,” said Steve Jefferson, Founder and CEO of Kuleana Rum Works. “People want honesty in what they drink, and they’re rewarding producers who protect natural flavor rather than covering it up. Additive-free isn’t a trend — it’s becoming the standard, and rum is now facing that shift head-on.”

Additional detail in the letter underscores how production choices such as fresh juice fermentation, low-proof distillation and a strict no-additives policy create transparency and flavor integrity that align with what the market is valuing.

About Kuleana Rum Works

Founded on the island of Hawai‘i in 2013, Kuleana Rum Works crafts award-winning, additive-free rums — led by its signature Hawaiian Rum Agricole® — from fresh kō (heirloom Hawaiian sugarcane) grown on its regenerative Kohala farm. Now available in 17 states and Japan, Kuleana Rum Works champions excellence, transparency and community stewardship. Visit kuleanarum.com to learn more.

https://kuleanarum.com/additive-free/