Simmons Launches Cross-Country Mobile Roadshow Tour

ATLANTA, Aug. 25, 2011 /PRNewswire/ — Simmons Bedding Company today launched
the ComforPedic Loft(TM) line with the AirCool(TM) Sleep System U.S. Tour, a
“showroom on wheels” that will travel cross-country. The tour, which kicked off
in Indianapolis, will travel more than 10,000 miles in a span of 20 weeks to
visit retailers in 35 cities across America. With the current housing market,
furniture retailers are feeling the effects of today’s economy and are looking
for new ways to cut costs like Market trade shows where furniture retailers
typically travel twice annually to view new furnishings industry trends and
select product. As an alternative, Simmons is bringing the showroom to their
dealers across the U.S.

(Photo: http://photos.prnewswire.com/prnh/20110825/CL57819 )

“We wanted to fundamentally change the way we do business with retailers in the
face of these difficult economic times,” said Scott Smalling, president of
Simmons Specialty Sleep division. “By bringing our product to retailers that
didn’t attend Market, we’re able to maintain those relationships and save our
dealers valuable dollars.”

Building on the success of the ComforPedic Loft(TM) 2009 tour, this year’s
18-wheeler showroom is wrapped with images of the new line to expose consumers
to the collection and to help introduce the roadshow as it approaches cities on
its route. On location, Smalling and Butch Webster, vice president of Simmons’
Specialty Sleep division, will help train dealers and sales associates on the
best ways to showcase the new line. As part of an internal effort, the tour will
also stop at Simmons factories across the U.S. to train and inspire team members
on the quality of the collection.

The roadshow will feature Simmons Bedding Company’s new ComforPedic Loft(TM)
collection which introduces a revolutionary, patent-pending AirCool(TM) Sleep
System that combines innovative design and multiple technology components to
provide an ultimate, individualized sleep experience that is cool, supportive
and comfortable. The beds’ components work together to provide an optimal
sleeping temperature, heat dissipation and a cooling sensation at a price range
of $1,499 – $2,999.

“Our ComforPedic Loft line offers retailers a chance to provide their customers
revolutionary memory foam technology at attainable price points,” said Smalling.
“Retailers have the benefit of offering customers cutting-edge designs while
still keeping costs down. In the end, it’s about offering our retailers
accessibility and value.”

To learn more about the ComforPedic Loft(TM) collection visit www.simmons.com.

About Simmons Bedding Company

Atlanta-based Simmons Bedding Company is one of the world’s largest mattress
manufacturers, manufacturing and marketing a broad range of products including
Beautyrest®, Beautyrest Black®, Beautyrest NxG®, ComforPedic by Simmons(TM),
ComforPedic Loft(TM), Natural Care® and BeautySleep®. Simmons Bedding operates
19 conventional bedding manufacturing facilities across the United States,
Canada and Puerto Rico. Simmons Bedding also serves as a key supplier of beds to
many of the world’s leading hotel groups and resort properties. Simmons Bedding
is committed to developing superior mattresses and promoting a higher quality
sleep for consumers around the world. For more information, visit
www.simmons.com or follow Simmons Bedding on Facebook, Twitter and YouTube.

About AOT Bedding Super Holdings, LLC

AOT Bedding Super Holdings, LLC owns and manages two of the world’s largest
bedding manufacturers, Simmons Bedding Company and National Bedding Company,
LLC. Under AOT Bedding’s direction and leadership, the two companies work
together where joint activities can achieve efficiencies, enhance results or
provide better products and services to customers. In the marketplace, Simmons
is responsible for maximizing the success of the Beautyrest®, ComforPedic®,
Natural Care® and BeautySleep® brands, while National Bedding is responsible for
its competing brands of Serta®, iComfort® and Perfect Sleeper®.

FOR INFORMATION
Christine Foster
three PR
404.835.4524
cfoster@3atlanta.com

Leslie Thompson
three PR
404.835.4525
lthompson@3atlanta.com

SOURCE Simmons Bedding Company