Simmons Is Revealing Its Rebrand on TikTok to Reach the Next Generation of Customers

Bedding company's sales have declined due to DTC brands

Serta Simmons Bedding's latest campaign for Simmons, its oldest brand, takes place on TikTok. Simmons Sleep

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.

@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.