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

New Dual-Action Gel Memory Foam Mattresses Feature Four Exclusive Technologies Designed to Balance Comfort, Support & Temperature Regulation

HOFFMAN ESTATES, IL -- (Marketwired) -- 04/11/13 -- Serta, America's #1 mattress manufacturer, announces its new iComfort® Directions™ 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™ 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® 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™ yarn fabric cover with TENCEL® fibers is an exceptionally soft material designed to help improve heat and moisture flow at the sleep surface. Plus, TENCEL® fibers can resist the growth of mold, bacteria and dust mites.
  • EverCool™ 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™ Dual Effects™ 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® gel beads gather under the areas of your body that need extra push back support. Meanwhile, our new MicroCool+™ 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 above.
  • Pods™ gel-activated support layer works with our Comfort Last® 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™ Adjustable Foundation, the most advanced adjustable base available today. It has nine all-new features including six massage levels with a timer and Bluetooth™ 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® Adjustable Foundation, available at most iComfort retailers in the United States today.

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® and the revolutionary iComfort® gel memory foam sleep system, both named Consumers Digest Best Buys. Serta also manufactures the upscale Trump Home™ and Perfect Day® iSeries™ 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.

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