Beautyrest

What Beautyrest does

Beautyrest is a 100-year-old US mattress and sleep products brand founded in 1925 by Zalmon Simmons and currently operating as a subsidiary of Simmons Bedding Company within the Serta Simmons Bedding conglomerate. The company designs, manufactures, and sells premium mattresses, adjustable bases, pillows, and foundations across four consumer collections: BeautySleep (value, from $229), Beautyrest Signature (from $699), World Class (premier, from $1,299), and Beautyrest Black (luxury, from $1,549), offered in both innerspring and hybrid constructions and all standard sizes including Twin XL, Queen, King, and California King.

The brand's core technology is its proprietary Pocketed Coil system — individually fabric-wrapped springs introduced as an industry first in 1925 and iterated through T1 (single), T2 (double-stranded), and T3 (triple-stranded, Beautyrest-exclusive) configurations, complemented by cooling systems (BlackICE Max, AllCool, AqualCool) and specialty foams (FORM HD, ActiveResponse, TotalEmbrace XHD). Differentiated technical features include 2K and 4K Micro Coils in premium XCS models and zoning principles for targeted support distribution. Manufacturing outputs are certified under CertiPUR-US for foam content and indoor air quality.

Beautyrest operates a dual-channel distribution model combining direct-to-consumer e-commerce via Beautyrest.com with a nationwide authorized retail partner network. The DTC channel offers 100-night in-home trials, 10-year warranties, Affirm-backed installment financing, free shipping and returns, and White Glove delivery with old mattress removal. Service is limited to the continental United States (Alaska, Hawaii, and international markets excluded). Pricing is one-time/perpetual license across tiers with monthly financing via Affirm as the only recurring-revenue-adjacent mechanic. Customer segments are horizontal across couples, families, solo sleepers, guest-room buyers, and position-specific sleepers, with no enterprise or B2B contracts disclosed.

Name

Beautyrest

Legal name

Simmons Bedding Company

Website

https://beautyrest.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Beautyrest is a 100-year-old US mattress brand and subsidiary of Simmons Bedding Company (Serta Simmons Bedding) that designs and sells premium innerspring and hybrid mattresses, adjustable bases, and pillows across value-to-luxury collections via direct-to-consumer e-commerce and authorized retail partners serving US consumers.

Ownership category

akta.pro rank

Product category

Sleep Products (Mattresses)

NAICS

Mattress Manufacturing (33791), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Furniture and Related Product Manufacturing (337)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Household Furniture (2510)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industries

Pillows & Pillow Systems Retail (CRAIABAC), Bed Frames, Foundations & Headboards Retail (CRAIABAE), Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses) (CRAIABAH), Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

Keywords

• Luxury mattresses
• Hybrid mattresses
• Adjustable bed bases
• Memory foam pillows
• Pocketed coil mattresses

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Mattress Sales: Primary revenue stream from direct-to-consumer and retail sales of mattresses across four collections: Beautyrest Black (luxury), World Class (premier), Beautyrest (signature), and BeautySleep (value). Mattresses range from $229 to over $6,000 depending on collection and features.
2. Adjustable Bases: Sales of baselogic™ adjustable bed frames (Bronze, Silver, Gold, Pearl, Platinum tiers) and Beautyrest Black Luxury Base, enabling customers to customize sleep position and comfort.
3. Pillows and Accessories: Sales of pillows including Beautyrest Deluxe Down Alternative ($79), Absolute Relaxation ($159), and Black Luxury Foam Pillow ($229), plus mattress foundations.
4. Financing Services: Partnership with Affirm enables installment payment options for customers, with 3, 6, or 12-month loan terms. Interest provided upfront with no hidden fees and soft credit check.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Beautyrest designs, manufactures, and sells mattresses across four collections — BeautySleep (value), Beautyrest (signature), World Class (premier), and Beautyrest Black (luxury) — built around its proprietary Pocketed Coil® Technology. The company also sells complementary sleep products including pillows (Deluxe Down Alternative, Absolute Relaxation, Black Luxury Foam), adjustable bed bases (baselogic and Black Luxury), and mattress foundations, distributed direct-to-consumer via Beautyrest.com and through authorized U.S. retail partners.

Product overview

Beautyrest is a luxury mattress and sleep products company offering four distinct mattress collections spanning value to luxury segments. The portfolio includes the BeautySleep Collection (value tier from $229), Beautyrest Collection-Signature (starting $699), World Class Collection-Premier (starting $1,299), and Black Collection-Luxury (starting $1,549). Each collection offers both innerspring and hybrid constructions across all standard mattress sizes. The product ecosystem extends to pillows (Deluxe Down Alternative, Absolute Relaxation, Black Luxury Foam), adjustable bases (baselogic Bronze through Platinum tiers, Black Luxury Base), and mattress foundations. Key technology differentiators include Pocketed Coil Technology with various density tiers (875, 1000, Triple-Stranded), cooling technologies (BlackICE, AllCool, AqualCool), and specialty foams (FORM HD, ActiveResponse, TotalEmbrace). The company provides white glove delivery, 100-night trials, and 10-year warranties.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 30% more cooling power with BlackICE® Max technology
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Tempur Sealy International: Largest publicly traded mattress manufacturer and retailer globally, owning Tempur-Pedic, Sealy, and Stearns & Foster brands. Direct competitor across innerspring, hybrid, memory foam, and premium sleep categories, with overlapping retail and DTC channels.
• Casper Sleep: Pioneer of the bed-in-a-box category, selling mattresses, pillows, and sleep accessories direct-to-consumer. Competes head-on with Beautyrest in value-to-mid-tier mattresses ($595-$2,995+) with strong digital marketing and trial policies.
• Purple Innovation: Mattress and sleep products brand built around proprietary hyper-elastic polymer grid technology. Sells through DTC, owned retail showrooms, and third-party retail, competing directly with Beautyrest in the premium mattress category.
• Sleep Number: Smart-bed manufacturer and retailer with proprietary adjustable firmness technology. Competes with Beautyrest's adjustable base offerings and premium mattresses, sharing a focus on technology-driven sleep personalization and in-store retail.
• Saatva: Premium DTC mattress brand offering luxury innerspring, memory foam, and latex mattresses, plus adjustable bases and organic sleep accessories. Competes directly with Beautyrest's World Class and Black collections in the $1,000+ price tiers.
• Helix Sleep: DTC mattress-in-a-box brand offering a wide range of personalized hybrid and foam mattresses at mid-to-premium price points. Directly competitive with Beautyrest's mid-tier and World Class collections in online channels.
• Nectar Sleep (Resident Home): Value-positioned bed-in-a-box mattress brand owned by Resident Home (formerly known for aggressive promotion and trial offers). Direct competitor to BeautySleep and Beautyrest value-tier offerings.
• Tuft & Needle: Simplicity-positioned DTC mattress brand offering foam and hybrid mattresses at accessible price points. Competes in the value and mid-tier categories against Beautyrest's BeautySleep and signature collections.

Broad incumbents

• Serta (Serta Simmons Bedding): Sister brand under the same Serta Simmons Bedding parent, offering comparable innerspring and hybrid mattresses across iComfort, Perfect Sleeper, and other lines. Directly comparable product portfolio and distribution model to Beautyrest within the same corporate group.

Emerging players

• Avocado Green Mattress: Eco-friendly DTC mattress brand specializing in certified organic latex and hybrid mattresses. Competes in the premium and natural-materials segment with growing brand awareness, intersecting with Beautyrest's premium Black collection positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/beautyrestbeds
• LinkedInlinkedin.com/company/simmons-bedding-company

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beautyrest