New product line-up adds innovative HeiQ V-Block™ antimicrobial technology, recycled fibers and enhanced design aesthetics to its already legendary performance
ATLANTA (April 29, 2021) – Beautyrest Hospitality, a leader in innovative bedding solutions that deliver an exceptional guest sleep experience, today announced the launch of its new hospitality product portfolio, including a refresh of its legendary Simmons brand. Shipping now, all products across the portfolio are finished with our exclusive HeiQ V-Block™ antimicrobial technology, which is hypoallergenic and kills 99.99% of bacteria that cause unpleasant odors and deterioration. Additionally, Beautyrest™ products feature EnviroLux™ Fiber comprised of reclaimed plastic and all lines have a new, modern design aesthetic aligned to meet exacting hotel brand requirements – from economy to luxury.
“We are very excited about the launch of our new Beautyrest™ line and the revolutionary innovation it represents,” said Steve Tipton, vice president of hospitality, Serta Simmons Bedding. “As hotels begin to welcome hotel guests back in greater numbers, adding the innovative HeiQ V-Block antimicrobial finish to the new line allows guests to rest easier and further enhances hotels’ new cleaning protocols. What hasn’t changed is our commitment to innovation as well as all the comfort and performance attributes that remain synonymous with the Beautyrest and Simmons brands.”
The new hospitality lineup also includes the reintroduction of Simmons branded products as an affordable sleep solution designed specifically to meet the needs of hostels, economy brands and extra sleeper accommodations such as roll-aways and Murphy beds.
For complete portfolio details, visit www.beautyresthospitality/products or contact your local Beautyrest Hospitality sales representative.
About Beautyrest Hospitality
Providing distinctive, comfortable bedding solutions to the hospitality industry is what Beautyrest Hospitality Bedding does best. Our long-standing commitment to innovation is reflected in both the comfort and performance of the Beautyrest® Hospitality product line. We help customers fulfill their promise to deliver an exceptional and comfortable night’s sleep to guests – night after night, stay after stay. Visit www.beautyresthospitality.com to learn more.
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ATLANTA (July 16, 2020) – Serta Simmons Bedding (SSB) announced today that it is partnering with Switzerland-based HeiQ Group, a leader in textile innovation, to create the U.S. market’s first antiviral mattress.
The agreement gives SSB exclusive access within the U.S. bedding category to HeiQ Viroblock™ technology, which has previously been approved by the European Medical Device Directive for antiviral use in medical personal protective equipment such as N95 equivalent masks, and registered as an antiviral active by the German EPA. HeiQ Viroblock™ was recently independently tested as 99.99% effective in 30 minutes against SARS-CoV-2 by a leading Australian infection and immunity research institute. SSB plans to pursue any necessary approvals for its line of Serta and Beautyrest HeiQ Viroblock mattresses with the U.S. Food & Drug Administration and Environmental Protection Agency.
If approved, SSB plans to utilize HeiQ Viroblock across much of its industry-leading portfolio of brands, which includes Serta, Beautyrest and Tuft & Needle.
“We know that our partners in the hospitality and healthcare industries are doing everything they can to help provide the cleanest environment and reassure their guests,” said David Swift, chairman and CEO of Serta Simmons Bedding. “Antiviral and antibacterial mattresses will be an enormous asset in that effort.”
SSB, the largest provider of mattresses to the hospitality industry, has already received early interest to acquire HeiQ Viroblock-treated mattresses from several of the world’s largest hotel brands to bolster cleanliness and safety initiatives. Elie Khoury, EVP operations resources at Aimbridge Hospitality, the global leader in hotel management services said, “As the largest third-party manager we are proactively searching for the best opportunities to add value for our owners and enhance the experience for our guests. We are currently testing the new antiviral bedding and accessories from Serta Simmons and eager to understand the impact in helping our properties deliver the highest level of safety and cleanliness for guests.”
Here’s why HeiQ Viroblock represents such a breakthrough for the mattress industry: Virus particles and bacteria are invisible to the human eye (SARS-CoV-2 is only 90 nanometers large) and they easily pass through sheets. They can persist and stay infectious for days on textiles, such as traditional mattresses. HeiQ’s Viroblock technology solves that problem by using microsilver technology that attracts virus particles, combined with vesicle technology that breaks down the viral membrane within seconds. Tests conducted at the Peter Doherty Institute for Infection and Immunity showed that COVID-19-causing virus samples concentrated on fabric treated with HeiQ Viroblock were 99.99% reduced.
In accelerated aging tests, textiles infused with HeiQ Viroblock demonstrated the ability to retain their antiviral qualities for three years, and antibacterial qualities for 20 years.
Serta Simmons Bedding has been active in the fight against COVID-19 in other ways as well. In March, it announced it was donating 10,000 mattresses to hospitals in areas hard hit by the pandemic. A few weeks later it launched a platform in conjunction with Relief Bed International to facilitate further donations.
About Serta Simmons Bedding LLC
Serta Simmons Bedding, LLC is one of the largest manufacturers, marketers and suppliers of mattresses in North America. Based in Atlanta, SSB owns and manages two of the best-selling bedding brands in the mattress industry: Serta®, which has five other independent licensees, and Beautyrest®. The brands are distributed through national, hospitality, and regional and independent retail channels throughout North America. SSB also owns Simmons® and Tuft & Needle® direct-to-consumer mattress brands. SSB operates 27 plants in the U.S. and Canada. For more information about SSB and its brands, visit www.sertasimmons.com.
Founded in 2005 as a spin-off from the Swiss Federal Institute of Technology Zurich (ETH), HeiQ is a leader in textile innovation creating some of the most effective, durable and high-performance textile technologies on the market today. HeiQ’s purpose is to improve the lives of billions of people by perfecting an everyday product: Textiles. Combining three areas of expertise – scientific research, specialty materials manufacturing and consumer ingredient branding – HeiQ is the ideal innovation partner to create differentiating and sustainable textile products and capture the added value at the point of sale. With a total capacity of 35,000 tons per year HeiQ manufactures in the USA, Switzerland and Australia serving its chemical specialties in over 60 countries worldwide. www.heiq.com
HeiQ & HeiQ Viroblock are trademark(s) or registered trademark(s) of HeiQ Materials AG.
On Friday, July 17th, Steve Tipton joined Glenn Haussman and Anthony Malchiorri on the No Vacancy Podcast to discuss the launch of new Anti-Microbial mattress technology. View the full podcast here.