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.

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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.

SEOUL, South Korea (AP) — French President Emmanuel Macron and South Korean President Lee Jae Myung agreed Friday to work together to help reopen the Strait of Hormuz and ease global economic uncertainties caused by the war in the Middle East.

Their summit in Seoul came as U.S. President Donald Trump slammed allies for not supporting the U.S. and Israeli war against Iran. Macron was making his first visit to South Korea since taking office in 2017, as part of an Asian tour that already has taken him to Japan.

Macron told Lee at the start of the meeting that the two countries can play a role in helping to stabilize the situation in the Middle East, including Iran’s chokehold on the Strait of Hormuz, which has unleashed shock on global energy markets.

At a joint televised briefing afterward, Macron underscored the need for France and South Korea to cooperate to help reopen the strait and deescalate Middle East animosities, while Lee said the two affirmed “their resolves to cooperate to secure the safe shipping route in the Strait of Hormuz.”

The two leaders did not take questions and did not elaborate on how they would help reopen the strait — the narrow waterway between Iran and Oman through which about one-fifth of the world’s oil usually passes.

“We need to clearly define, at the international level, the conditions for a process to ease the crisis and conflict in the Middle East,” Macron said. “We need to ensure that the Strait of Hormuz is reopened.”

Lee said he and Macron agreed to expand cooperation in technology, energy and other areas. South Korean and French officials also signed agreements to cooperate on nuclear fuel supply chains, jointly invest in an offshore wind project in southern South Korea and to collaborate on critical minerals. South Korea has moved to increase output at its nuclear reactors to mitigate the energy crunch and Lee has also called for a faster transition to renewable energy, saying the war has exposed the country’s heavy reliance on fossil fuel imports.

Macron’s Asia trip comes as Trump has ramped up his frustration with allies. In a speech Wednesday, Trump said Americans “don’t need” the strait but the countries who do “must grab it and cherish it.”

In an earlier Easter event at the White House, Trump called for his allies in Asia and China to get involved in reopening the waterway.

“Let South Korea, you know, we only have 45,000 soldiers in harm’s way over there, right next to a nuclear force — let South Korea do it,” Trump said. “Let Japan do it. They get 90% of their oil from the strait. Let China do it.”

The United States stations about 28,000 troops in South Korea, not the 45,000 stated by Trump. The U.S. troops’ deployment in South Korea is meant to deter potential aggressions from North Korea.

Macron has said reopening the Strait of Hormuz through a military operation is unrealistic.

South Korean officials have said they are in contact with Washington on the issue and that Seoul isn’t considering paying Iran transit fees to secure fuel shipments through the strait.

French President Emmanuel Macron, front left, his wife Brigitte Macron, back center, and South Korean President Lee Jae Myung, front right, and his wife Kim Hea Kyung, right, attend the welcome ceremony at the presidential Blue House in Seoul Friday, April 3, 2026. (Jung Yeon-je /Pool Photo via AP)

French President Emmanuel Macron, center, his wife Brigitte Macron, left, and South Korean President Lee Jae Myung, right, and his wife Kim Hea Kyung, second left, attend the welcome ceremony at the presidential Blue House in Seoul Friday, April 3, 2026. (Jung Yeon-je /Pool Photo via AP)

French President Emmanuel Macron, second left, talks with South Korean President Lee Jae Myung, second right, during their meeting at the Blue House in Seoul, South Korea, Friday, April 3, 2026. (Jung Yeon-je/Pool Photo via AP)

French President Emmanuel Macron shakes hands with South Korean President Lee Jae Myung during their meeting at the Blue House in Seoul, South Korea, Friday, April 3, 2026. (Jung Yeon-je/Pool Photo via AP)