Danny Seo Partners With Simmons for New Eco-Friendly Bedding Line
A Healthier Lifestyle, a Greener Product, a Better Night's Sleep
January 28, 2008

ATLANTA—As part of its ongoing commitment to developing natural products that are healthy for consumers and good for the environment, Simmons is unveiling a line of eco-friendly bedding products in collaboration with acclaimed environmental lifestyle expert Danny Seo.

Through a new partnership arrangement, Simmons has developed a Natural Care™ by Danny Seo™ line of mattress products. The collection, which will have a suggested retail price of $1,599 and up, will be available in select mattress retailers across the country in September.

Seo emphasizes that green is not a trend and should be regarded as a lifestyle choice that does not mean having to sacrifice comfort or beauty. "I know from experience that shopping for an affordable 'green' mattress can be daunting and expensive. I'm excited about the partnership with Simmons and the opportunity to make an eco-friendly product available to consumers from a company they know and trust," Seo said. "The Natural Care™ line is truly designed with a healthier lifestyle and sustainable living in mind. Because the beds are made with luxurious natural materials, the collection is the perfect marriage of style and sustainability. I'm very proud of the Natural Care™ line."

An eco-style expert
Born on Earth Day 1977, Seo started an environmental group on his 12th birthday with just a few friends, and by age 18 had grown Earth 2000 into the country's largest teenage environmental organization. When he was 21, the Washington Post profiled Seo's unique approach to green living, which demonstrated that style and sustainability do not need to be mutually exclusive of each other. This article about Seo's eco-style was the catalyst that transformed his everyday way of living into a lifestyle brand.

Seo's creative ideas serve as a platform for his multi-platform approach towards teaching America simple ideas on greener living including six bestselling books under the "Simply Green" banner; as green living contributor to CBS' "The Early Show;" co-host of the HGTV show "Red Hot & Green;" his one-a-day calendar "Do Just One Thing;" a weekly column on TheHuffingtonPost.com; his Simmons® Natural Care™ by Danny Seo™ mattress and healthy sleep system; partnership with Method Home Products; DVD "Simple Steps to a Greener Home;" and his collaboration with JCPenney as their Green Living Partner.

Natural Care ™ latex, healthy living
Simmons® Natural Care™ mattresses are designed with the wellness-oriented consumer in mind, providing lift in all the right places while eliminating pressure points across the entire body. Natural Care™ mattresses are built using soft and supportive latex made from the milk sap of the rubber tree, which is a biodegradable material that is extremely resilient and performs beautifully for years.

Natural Care™ latex gives health-conscious consumers consistent comfort and support, with the added benefit of being naturally anti-microbial, hypoallergenic and resistant to dust mites, mold and mildew. In addition, Natural Care™ mattresses, like all Simmons® products, are PBDE-free.

"The Natural Care™ by Danny Seo™ line is a natural extension of our efforts to deliver luxurious mattresses that are good for the environment. We're proud to do our part to help consumers sleep easy knowing they could be contributing to a healthier lifestyle and a healthier planet," said Tim Oakhill, Simmons' executive vice president of marketing. "Danny is a source of inspiration for many consumers who value eco-living, and we look forward to tapping into his expertise as part of our process for bringing products to market and on behalf of our customers."

Simmons will share Seo's tips for creating the perfect environmentally-friendly bedroom with consumers in-store, online and through public relations. A print advertising campaign is planned for early summer. Seo is represented by CAA, who also negotiated the Simmons® partnership on his behalf. To learn more about the Simmons® Natural Care™ line, please visit naturalcarebed.com

About Simmons Atlanta-based Simmons Company, through its indirect subsidiary Simmons Bedding Company, is one of the world's largest mattress manufacturers, manufacturing and marketing a broad range of products under brands including Beautyrest®, Beautyrest Black™, Natural Care™, ComforPedic by Simmons™, Beautyrest Beginnings™ and Deep Sleep®. Simmons Bedding Company operates 21 conventional bedding manufacturing facilities and two juvenile bedding manufacturing facilities across the United States, Canada and Puerto Rico. Simmons also serves as a key supplier of beds to many of the world's leading hotel groups, casinos and resort properties. Simmons is committed to developing superior mattresses and promoting a higher quality sleep for consumers around the world. For more information, visit the company's Web site at www.simmons.com.

For More Information:
Christine Foster
three PR
404.835.4524
cfoster@3atlanta.com

Katie O'Neill
three PR
404.835.4527
koneill@3atlanta.com

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