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The line was launched with much fanfare at the recent Las Vegas Market. It targets the fast-growing memory foam arena, offering a line that Serta says beats the competition. That theme is emphasized in the tagline: "Smarter. Cooler. Better."
Serta President Bob Sherman said the line, which features what the company says is the first gel memory foam, represents a significant advance in the memory foam arena.
"We wanted to have advanced technology," Sherman said. "Just about every successful bedding product has advanced, but most memory foam hasn't."
Until now, he added.
Serta combines gel and memory foam in the new
Cool Action Gel Memory Foam, which is 30% gel, according to Sherman. Unlike other memory foams, which are white, the gel memory foam is bright blue. The gel supports the memory foam and also provides conforming characteristics, he said.
The iComfort line was launched in a separate showroom at the Las Vegas Market, where a man dressed as a "bouncer" only admitted company guests. Reaction to the new line was "out of the park," Sherman said.
The name of the line stands for "individual comfort," which is what the gel memory foam provides, according to the company. The open cell memory foam is breathable, allowing air to flow through it and thus keeping sleepers cooler, Serta says.
Sherman said that with retails for the iComfort line ranging from $1,299 to $2,499, it is more reasonably priced than competitors' memory foam lines. He said that some consumers are turned off by the high prices for some memory foam beds in the market.
All of the iComfort beds feature six inches of polyurethane foam and 2.75 inches of the gel foam. Some models also feature slow-recovery latex foam. The beds are supported by steel foundations and have foam side rails.
All of the mattresses are compatible with Serta's Motion Perfect adjustable base, supplied by Ergomotion.
The iComfort line is backed by display modules and materials, all designed to reach a younger consumer base. The new display materials, introduced in Las Vegas, are designed to make the beds stand out on retail floors, the company said.
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