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In the face of continued pressure from digitally native, direct-to-consumer mattress brands, Serta Simmons Bedding is continuing to readjust to shifting consumer preferences by increasing direct-to-consumer options and targeting younger audiences.
This year, the conglomerate worked with agency Burns Group to completely reinvent the oldest of its brands, Simmons. It created a new brand identity, called “Just For Fun-ZZZ,” and DTC website. It also revamped pricing and product design and developed a new ecommerce storefront, additional social content and digital advertising.