Serta Simmons Bedding Announces Major Serta® and Beautyrest® Launches at Winter Las Vegas Market

DORAVILLE, Ga.--(BUSINESS WIRE)--Jan 21, 2026--

Serta Simmons Bedding, LLC, one of the world’s leading sleep companies, today announced major new product launches for its Serta ® and Beautyrest ® brands, building on strong 2025 business momentum to drive continued success in the new year.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260121230203/en/

The All-New Beautyrest Black® Hybrid XCS models, expanding the successful hybrid assortment that debuted in 2024

In addition to adding a new split-head to the popular iSeries line, Serta is introducing the all-new Serta Perfect Sleeper ®, offering a new Q4™ Support System, as well as best-in-class, demonstrable cooling, zoned comfort, and thick, impressive profiles.

Beautyrest is expanding the Beautyrest Black ® portfolio with the introduction of the all-new Beautyrest Black ® Hybrid XCS models, with a new cutting-edge look, elevated technologies, and new split-head sizes.

Closing Third Quarter of 2025 with Strong Sales and Controlled Costs

The new launches are built on very strong company performance, with strong sales and carefully controlled costs resulting in EBITDA growth and expanded liquidity.

“Our performance through Q3 2025 reflects the strength of our strategy and the discipline of our execution,” said Jim Loree, CEO, Serta Simmons Bedding. “As of the third quarter of 2025, we delivered more than $100 million in adjusted EBITDA through the last twelve months, with EBITDA margins averaging approximately 8% of net sales, while our gross margin expanded to roughly 40%—a clear signal that the quality of our revenue continues to improve.”

“At the same time, excluding Mattress Firm and Big Lots, we were up 5% in net sales, building strong momentum through the end of Q3. That growth is built on a foundation of operational rigor: we’ve become a leaner, more focused organization, reducing SG&A by 350 basis points since 2024 through smarter resource allocation and more effective use of capital.”

As of the end of the third quarter of 2025, SSB had $125 million in cash on-hand and $160 million in total liquidity.

“We have the financial flexibility to continue investing in innovation and our retail partners,” said Loree. “Since 2023, we’ve sharpened our focus on those relationships and we have added more than 100 new retail accounts in the last 18 months, reinforcing our position as a trusted, long-term growth partner across the industry.”

Powerful Brand Launches for 2026

The new products from Serta and Beautyrest will be showcased to retailers at the upcoming Winter Las Vegas Market inside Serta Simmons Bedding’s dedicated suites B1265 and B1201. Retailers can begin ordering the products at the tradeshow in advance of the product launches starting this spring.

“We are thrilled to be coming to the Winter Las Vegas Market and completing our product portfolio,” said Tim Oakhill, Chief Marketing Officer of Serta Simmons Bedding.

“When we launched our Serta and Beautyrest collections two years ago, we established clear value propositions and compelling merchandising platforms that created distinct, differentiated swim lanes for each brand—allowing them to stand on their own with unique and powerful selling stories.”

“We are now completing that model,” Oakhill added. “With the introduction of the new Serta Perfect Sleeper and the new Beautyrest Black Hybrid XCS models, these innovations will serve as catalysts for a strong step-up story, supported by clearly articulated, retailer-ready selling narratives. 2026 is going to be an incredible year.”

Serta Perfect Sleeper: Perfect Sleep Night After Night™

Serta is pleased to introduce the all-new Perfect Sleeper ®, designed to deliver night-after-night support, comfort and cooling with meaningful, consumer-relevant upgrades. At its core is the new Q4™ Support System, featuring Serta’s innovative 4-in-1 perfectly linked coils for even weight distribution and stable support to help prevent aches and pains. With best-in-class, demonstrable cooling, zoned comfort for additional comfort where you need it most, and thick, impressive profiles, Perfect Sleeper delivers support and comfort you can feel — and see — night after night.

Elevated aesthetics and bold new branding (featuring the iconic Serta Counting Sheep) give the line strong showroom presence and marketing impact. All models feature the Q4™ Support System for long lasting support, along with a touch of wool (in select models), higher density foams for improved comfort and engineered with CoolFeel ® Fabrics for better cooling performance.

Perfect Sleeper ® is offered in multiple levels designed to drive trade-up across the line:

Perfect Sleeper ® delivers long lasting support and zoned comfort, cooling- value and performance — beautifully built for today’s shopper and priced to drive trade-up across the line.

Beautyrest ® – Redefining Hybrid Luxury with Black Hybrid XCS

Beautyrest ® is pleased to introduce the all-new Beautyrest Black ® Hybrid XCS models, expanding the successful hybrid assortment that debuted in 2024. This portfolio expansion is designed to redefine hybrid performance with a cutting-edge new look, elevated technologies, and new split-head sizes, while continuing to deliver meaningful hero feature step-ups across the Beautyrest Black ® Collection.

Engineered with the highest-grade HD foams, the exclusive Triple-Stranded Pocketed Coil ® advanced support system, and bold new aesthetics, XCS models are built to push the boundaries of luxury sleep. All models are adjustable base compatible and available in Split-Head Queen and Split-Head King sizes for customizable comfort.

Each model features FORM™ HD Material for signature melting comfort and deep pressure relief, along with elevated cooling from new BlackICE ® Max Cooling Technology, a unique phase-change material that delivers 30% more cooling power for immediate, long-lasting temperature management.

All XCS models deliver unparalleled individualized support and motion separation, paired with contouring foams and a Sleep Climate™ Surface cool-to-the-touch cover for a cool, luxurious sleep experience.

Beautyrest Black ® Hybrid XCS Series:

The Beautyrest Black ® Hybrid XCS launch signals what’s next for the Beautyrest Black ® legacy — competitive, future-forward, and visually striking.

Looking to the Future

“I’m really pleased with the outstanding work happening across Serta Simmons – from marketing to sales to operations, our team is driving innovation and introducing great new products, supporting our retail partners, and providing unbeatable service,” said Loree. “As we build momentum going into 2026, I’m excited about the opportunities for SSB and I am confident this team will continue to deliver.”

About Serta Simmons Bedding

Serta Simmons Bedding, LLC (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 including Serta ®, Beautyrest ®, Tuft & Needle ® and Simmons ®.

For more information, visit sertasimmons.com.

The all-new Perfect Sleeper®, designed to deliver night-after-night support, comfort and cooling with meaningful, consumer-relevant upgrades.

DUBAI, United Arab Emirates (AP) — Iranian state TV on Wednesday issued the first official death toll from recent protests, saying 3,117 people were killed, while the foreign minister issued the most direct threat yet against the United States after Tehran’s bloody crackdown, warning the Islamic Republic will be “firing back with everything we have if we come under renewed attack.”

State television carried statements by the Interior Ministry and the Martyrs Foundation, an official body providing services to families of those killed in wars, stating the toll and saying 2,427 of the dead in the demonstrations that began Dec. 28 were civilians and security forces. It did not elaborate on the rest.

The U.S.-based Human Rights Activists News Agency said the death toll was at least 4,560. The agency has been accurate throughout the years on demonstrations and unrest in Iran, relying on a network of activists inside the country that confirms all reported fatalities. The Associated Press has been unable to independently assess the death toll.

The comments by Foreign Minister Abbas Araghchi, who saw his invitation to the World Economic Forum in Davos rescinded over the killings, came as a U.S. aircraft carrier group moved west toward the Middle East from Asia. U.S. fighter jets and other equipment appeared to be moving in the Mideast after a major U.S. military deployment in the Caribbean saw troops seize Venezuela's Nicolás Maduro.

Araghchi made the threat in an opinion article published by The Wall Street Journal. The foreign minister contended “the violent phase of the unrest lasted less than 72 hours” and sought again to blame armed demonstrators for the violence. Videos that made it out of Iran despite an internet shutdown appear to show security forces repeatedly using live fire to target apparently unarmed protesters, something unaddressed by Araghchi.

“Unlike the restraint Iran showed in June 2025, our powerful armed forces have no qualms about firing back with everything we have if we come under renewed attack,” Araghchi wrote, referring to the 12-day war launched by Israel on Iran in June. “This isn’t a threat, but a reality I feel I need to convey explicitly, because as a diplomat and a veteran, I abhor war.”

He added: “An all-out confrontation will certainly be ferocious and drag on far, far longer than the fantasy timelines that Israel and its proxies are trying to peddle to the White House. It will certainly engulf the wider region and have an impact on ordinary people around the globe.”

Araghchi's comments likely refer to Iran's short- and medium-range missiles. The Islamic Republic relied on ballistic missiles to target Israel in the war and left its stockpile of the shorter-range missiles unused, something that could be fired to target U.S. bases and interests in the Persian Gulf. Already, there have been some restrictions on U.S. diplomats traveling to bases in Kuwait and Qatar.

Mideast nations, particularly diplomats from Gulf Arab countries, had lobbied U.S. President Donald Trump not to attack Iran after he threatened to act in response to the killing of demonstrators. Last week, Iran shut its airspace, likely in anticipation of a strike.

The USS Abraham Lincoln, which had been in the South China Sea in recent days, had passed through the Strait of Malacca, a key waterway connecting the sea and Indian Ocean, by Tuesday, ship-tracking data showed.

A U.S. Navy official, speaking on condition of anonymity, said the aircraft carrier and three accompanying destroyers were heading west.

While naval and other defense officials stopped short of saying the carrier strike group was headed to the Middle East, its current heading and location in the Indian Ocean means it is only days away from moving into the region. Meanwhile, U.S. military images released in recent days showed F-15E Strike Eagles arriving in the Mideast and forces in the region moving a HIMARS missile system, the type used with great success by Ukraine after Russia's full-scale invasion in the country in 2022.

The death toll exceeds that of any other round of protest or unrest in Iran in decades, and recalls the chaos surrounding the 1979 revolution that brought the Islamic Republic into being. Although there have been no protests for days, there are fears the toll could increase significantly as information gradually emerges from a country still under a government-imposed shutdown of the internet since Jan. 8.

The first indication from authorities of the extent of casualties came Saturday from Iran's Supreme Leader Ayatollah Ali Khamenei, who said the protests had left “several thousand” people dead and blamed the United States. The protests began over economic pressures but quickly broadened to take on the theocracy.

The Interior Ministry statement Wednesday asserted that “terrorists used live ammunition that led to the deaths of 2,427 people and security forces.”

The Martyrs Foundation said Iran would pursue what it called “terrorists” who it claimed were tied to Israel and “supported, equipped and armed” by the U.S.

Nearly 26,500 people have been arrested, according to the Human Rights Activists News Agency. Comments from officials have led to fears of some of those detained being put to death in Iran, one of the world’s top executioners.

That and the killing of peaceful protesters have been two red lines laid down by Trump in the tensions.

The National Army of Kurdistan, the armed wing of the Kurdistan Freedom Party, or PAK, claimed Iran launched an attack against one of its bases near Irbil, some 320 kilometers (200 miles) north of Baghdad. It said one fighter had been killed, and released mobile phone footage of a fire in the predawn darkness.

Iran did not immediately acknowledge the attack, which would be the first foreign operation Tehran has launched since the protests started.

A handful of Iranian Kurdish dissident or separatist groups — some with armed wings — have long found a safe haven in northern Iraq’s semiautonomous Kurdish region, where their presence has been a point of friction between the central government in Baghdad and Tehran. The PAK has claimed it launched attacks in Iran as a crackdown on the demonstrations took place, something reported by semiofficial Iranian news agencies as well.

Associated Press writers Stella Martany in Irbil, Iraq, Konstantin Toropin in Washington and Elena Becatoros in Dubai contributed to this report.

Iranian Foreign Minister Abbas Araghchi, attends a seminar in Beirut, Lebanon, Friday, Jan. 9, 2026. (AP Photo/Hussein Malla)