NEWH - Fall 2022 - 66

COVER STORY
Like a Dream
Serta Simmons' future looks bright
By Alia Akkam
Photography courtesy of Serta Simmons
B
efore landing at Serta Simmons Bedding as the newly installed vice
president and general manager of hospitality, Brian Coughlin, a more
than 30-year veteran of the industry, led a number of textile and
drapery fabrication businesses, including VE Textiles, Fabtex, Inc., and Warp
& Phil. Joining Serta Simmons Bedding appealed to Coughlin, as he puts it,
for its " strong legacy, reputation for innovation, and brands that hotels trust, "
including Beautyrest, Serta, and Simmons.
One of North
Brian Coughlin, vice president and general manager
of hospitality,
America's largest
manufacturers,
suppliers, and marketers
of mattresses-Tuft
& Needle, for the
residential sector, is also
part of the mix-the
company's deep roots
were first formed in 1870
as Simmons Bedding,
which pioneered the
mass production of
woven wire mattresses
six years later. Other
revolutionary initiatives
followed over the
decades, including the
introduction of Simmons
Beautyrest in 1925,
its independent coils
molding to the body's curves, as well as the launch of the first-ever queenand
king-sized mattresses in 1958. In the 1970s, Serta, then an independent
entity, debuted the plush Pillow Soft mattress, followed by a continuous
coil innerspring design a decade later. By 2005, Serta was the first brand
to guarantee that all its mattresses met or exceeded federal flammability
standards.
Along with implementing noise-reduction measures and smart lighting, a
superior mattress is vital to conjure a transporting, serene hotel guestroom.
But " hospitality sleep solutions are different by design because they have
to be. They must stand up to years of guest use, " points out Coughlin. " All
hospitality sleep technologies are designed to be commercial-grade, so
they deliver years of reliable comfort and durability from their first day in a
hotel room to their last. " All products in the Serta Simmons Bedding portfolio
undergo rigorous in-house and third-party testing and " carry exceptional
warranties to minimize business-and revenue-disruptions, " he adds.
Beautyrest made a particularly striking impact on the hospitality realm
back in 1999 with the coveted pillowtop Westin Heavenly Bed, its inaugural
private label offering. The Beautyrest Black mattress, flaunting Pocketed
Coil technology and premium fabrics and memory foams, also made waves
at swank hotels. In 2021, Beautyrest incorporated EnviroLux fiber into its
mattresses, a top panel fabric composed of materials including recycled
plastic bottles. Across the Serta Simmons Bedding hospitality collections,
an emphasis on sustainability is also found in the coil systems that integrate
recycled steel.
Last year, Serta Hospitality unveiled its Luxury series for upscale, upper
upscale, and luxury hotels and resorts, too, defined by lofted quilting and a
layer of HexCloud Gel Foam designed with geometric cutouts. It also rolled
out the Serta Perfect Sleeper Endurance series with pressure-relieving, heatdissipating
Cool Twist Gel Memory Foam to cradle the body and balance
sleep temperature right at the sleep surface.
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