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Simmons Bedding Company announced today that it is introducingextensions to its Beautyrest(R), Natural Care(R) and ComforPedic(R)mattress lines as part of the company's "Be Complete" initiative atthis week's Las Vegas Furniture Market. Simmons' new models helpround out the company's portfolio of bedding solutions at all pricepoints by launching a new Beautyrest Studio(TM) line, which bringsa new level of sophistication to the value-oriented beddingsegment, and by incorporating innovative technologies into thecompany's luxury specialty sleep offerings. The introductions aredesigned to help Simmons(R) retailers meet the needs of virtuallyevery consumer by providing quality solutions at every price.

"We developed these targeted product introductions following anextensive analysis of trends in consumer purchasing behavior," saidTim Oakhill, Simmons' executive vice president of marketing. "Thenew European Design of our Beautyrest Studio collection is asimple, effective story for retailers to convey when introducingconsumers to the Beautyrest brand, plus it facilitates a logicalstep up progression that will help drive higher ticket sales. We'realso using this Market to illustrate Simmons' commitment tospecialty sleep by expanding our specialty strategies to includethe Natural Care Elite latex collection and two new ComforPedicmodels that feature ventilated foam and infused gel designs."

The Beautyrest Studio(TM) Collection

The Simmons(R) Beautyrest Studio(TM) collection targets entry-levelprice points by combining a new European Design with Beautyrest(R)Pocketed Coil(R) performance. The result is a sleeker,aesthetically pleasing profile that complements furniture andlinens. Intended for younger consumers and those interested insuperb value, the collection provides the superior conformability,motion separation and durability benefits of traditional PocketedCoil(R) technology as well as a 700+ coil count, premiumperformance foams for enhanced comfort and soft, smooth fabrics.With suggested retail price points below $999, the collectionoffers consumers high quality sleep at a comfortable price.

"Given today's economy, we know that value and quality are two ofconsumers' main concerns, and therefore, they're obviously top ofmind for retailers as well," said Rolf Sannes, Beautyrest(R) branddirector. "We believe everyone should be able to experienceBeautyrest performance, so we created the Beautyrest Studiocollection to help retailers meet a wider range of sleep needs.Consumers should not have to sacrifice comfort and durability foraffordability. With Beautyrest Studio products, they don't have tocompromise--they can have it all."

The Natural Care(R) Collection

As part of the company's goal to provide retailers with a completeline-up of sleep solutions, Simmons has developed a new NaturalCare(R) line as well as the premium Natural Care(R) Elite(TM)collection. Designed and endorsed by environmental lifestyle expertDanny Seo, the Natural Care(R) line contains natural rubber treebased latex, which offers pressure relieving, hypoallergenic anddurability benefits. The line also features soft, luxurious fabricsmade of natural fibers and a layer of base foam enhanced with soy.With suggested retail prices starting at $999 and going up to$2,299, the Natural Care(R) collection is an affordable option forindividuals interested in a more natural sleep environment.

"Simmons has done a wonderful job of making latex bedding productsavailable to mainstream consumers," said Mr. Seo. "In the past,eco-friendly beds were rarely found in traditional retail stores,so consumers often had no choice but to order beds online and hopetheir choice was comfortable. Thanks to Simmons, green mattressesare now available across the nation at a variety of comfort levelsand price points, and the new Elite collection is poised to be theultimate eco-luxury product."

Positioned as the luxury version of the Natural Care(R) line, theNatural Care(R) Elite(TM) collection contains natural rubber treebased Talalay latex, the highest quality, most consistent latexavailable. In addition to all of the eco-friendly features andbenefits of the traditional line, Natural Care(R) Elite(TM) bedsalso include 360 degrees soy enhanced edge support to help providea firmer seating edge. The collection features Simmons'EvenLoft(TM) Design, a unique smooth sleeping surface that allowsconsumers to come in closer contact with the Talalay latex andexperience its pressure-relieving properties from edge-to-edge. Thecollection, which includes four models, has a suggested retailprice of $2,799 and up.

The ComforPedic by Simmons(TM) Ariana(TM) and Capri(TM) Models

As part of its commitment to innovation, Simmons has developed twonew ComforPedic(R) mattresses that incorporate the latestadvancements in comfort and design technologies. The ComforPedic(R)Ariana(TM) model brings a new level of luxury to Simmons' NxG(TM)Advanced Memory Foam offerings and features a ventilated latexlayer bonded to ventilated NxG(TM) Advanced Memory Foam. Thisunique construction helps the airflow and maximizes comfort for aluxurious night's sleep. While the supportive latex top layerenables a responsive feel and better airflow, the NxG(TM) AdvancedMemory Foam inner layer provides comfort and conformability. TheAriana(TM) model, which has a suggested retail price of $4,999,also includes a luxurious stretch knit fabric and Simmons' patentedEdge(R) Support System to prevent edge collapse when sitting.

"The Simmons brand has a legacy of launching new, inventivetechnologies, and while we are thrilled that NxG Advanced MemoryFoam is helping to change perceptions of memory foam mattresses, wewant to have an ongoing influence on the category," said AnneKozel, ComforPedic(R) brand director. "Simmons is not a companythat is content with the status quo. Therefore, we took our NxGAdvanced Memory Foam a step further by including a dual ventilatedlayer construction in our Ariana model and by incorporating geltechnology into our Capri mattress."

The new ComforPedic(R) Capri(TM) model features a uniqueGelTouch(TM) layer infused on top of NxG(TM) Advanced Memory Foam,creating a cooling sensation and greater conformability. TheGelTouch(TM) layer also provides pressure relief, while a thicklayer of Next-Generation Advanced Memory Foam and an inner layer oflatex foam offer the perfect balance of comfort and support. TheCapri(TM) mattress, which has a suggested retail price of $4,499,also incorporates Simmons' patent-pending EvenLoft(TM) Design for asmooth sleeping surface and offers a patented Edge(R) SupportSystem.

Simmons will exhibit the Beautyrest Studio(TM), Natural Care(R) andComforPedic(R) collections at its main showroom (World MarketCenter, building A, space 525) during this week's Las VegasFurniture Market. Other Simmons(R) products, including thecompany's Beautyrest(R) line, Beautyrest Black(TM) collection,Beautyrest(R) NxG(TM) Series and Simmons Kids(R) products, will bedisplayed in Simmons' second showroom (World Market Center,building A, space 946). For additional information on Simmons(R)products, visit www.simmons.com.

About Simmons Company

Atlanta-based Simmons Company, through its indirect subsidiarySimmons Bedding Company, is one of the world's largest mattressmanufacturers, manufacturing and marketing a broad range ofproducts including Beautyrest(R), Beautyrest Black(R), ComforPedicby SimmonsTM, Natural Care(R), Beautyrest Beginnings(TM) and DeepSleep(R). Simmons Bedding Company operates 21 conventional beddingmanufacturing facilities and two juvenile bedding manufacturingfacilities across the United States, Canada and Puerto Rico.Simmons also serves as a key supplier of beds to many of theworld's leading hotel groups and resort properties. Simmons iscommitted to developing superior mattresses and promoting a higherquality sleep for consumers around the world. For more information,visit the Company's website at www.simmons.com. "Safe Harbor"Statement under Private Securities Litigation Reform Act of 1995:

This press release includes forward-looking statements that reflectour current views about future events and financial performance.Words such as "estimates," "expects," "anticipates," "projects,""plans," "intends," "believes," "forecasts" and variations of suchwords or similar expressions that predict or indicate futureevents, results or trends, or that do not relate to historicalmatters, identify forward-looking statements. The forward-lookingstatements in this press release speak only as of the date of thisreport. These forward-looking statements are expressed in goodfaith and we believe there is a reasonable basis for them. However,there can be no assurance that the events, results or trendsidentified in these forward-looking statements will occur or beachieved. Investors should not rely on forward-looking statementsbecause they are subject to a variety of risks, uncertainties, andother factors that could cause actual results to differ materiallyfrom our expectations. These factors include, but are not limitedto: (i) general economic and industry conditions; (ii) competitivepricing pressures in the bedding industry; (iii) legal andregulatory requirements; (iv) the success of our new products andthe future costs to roll out such products; (v) our relationshipswith and viability of our major suppliers; (vi) fluctuations in ourcosts of raw materials and energy prices; (vii) our relationshipwith and viability of significant customers and licensees; (viii)our ability to increase prices on our products and the effect ofthese price increases on our unit sales; (ix) an increase in ourreturn rates and warranty claims; (x) our labor relations; (xi)departure of our key personnel; (xii) encroachments on ourintellectual property; (xiii) our product liability claims; (xiv)our level of indebtedness; (xv) interest rate risks; (xvi) foreigncurrency exchange rate risks; (xvii) compliance with covenants inour debt agreements; (xviii) our future acquisitions; (xix) ourability to achieve the expected benefits from any personnelrealignments; (xx) our ability to successfully implement our newenterprise resource planning system; and (xxi) other risks andfactors identified from time to time in our reports filed with theSecurities and Exchange Commission. We undertake no obligation toupdate or revise any forward-looking statements, either to reflectnew developments or for any other reason.