Hastens Beds, renowned for making the world's most luxurious all-natural beds, expands its presence in the U.S. with the opening of two new locations:  New York, NY and San Jose, CA.

The new stores will play an important role in growing Hastens Beds' presence and brand image in the U.S.  They will showcase the complete line of Hastens handcrafted beds including the Scandinavian style frame beds, classic continental beds, children's and crib mattresses and the world's most bespoke bed, the Vividus.  Additionally, the Hastens stores will also sell an assortment of accessories, including Hastens specialty down pillows and duvets, luxurious linens, headboards, and their signature blue and white check travel pillows and other accessories.

The New York flagship store located at 876 Broadway (between 18th and 19th streets) is modeled from a new corporate vision incorporating signature Scandinavian elements and was designed by Hastens' own design team.  It is one of only two corporately owned stores here in the U.S. and provides Hastens with another venue to reach an entirely new audience -- one that does not yet know the benefits of obtaining a good night's sleep. 

The San Jose store will be located at the prestigious shopping and dining destination, Santana Row, and fills a void in the Northern California region.  "We believe Northern California is a region popular with people that truly embrace the concept of an all-natural lifestyle so it makes perfect sense for us to continue to expand our brand in this market," said Janet Stein, U.S. Country Manager.  The San Jose store is the company's 10th retail outlet in the U.S. and will be owned and operated by industry veteran Barrie Brown and his wife Bonnie.

Coinciding with the introduction of the new stores is the launch of Hastens new advertising campaign "We Sleep, Do You?"  The campaign rolling out globally this month is both a statement and a call to action -- designed to create intrigue and reflection.  "Our goal is to 'own' the idea of 'sleep' and it is our mission to educate and change the way people think about sleep so that we can help them obtain the best sleep of their lives," states Stein. The campaign features real people who sleep on a Hastens Bed and will run in various print and online vehicles as well as in-store collateral and branding pieces.  This is the company's first branding statement dedicated entirely to bringing awareness about the importance of sleep and the benefits received when sleeping well. 

"The feeling that you have when you finally get a good night's sleep is the passion that drives us.  It is why we continue to handcraft luxury beds made of the finest natural materials," said Jan Ryde, Hastens 5th Generation Owner.

Founded in 1852, Hastens is Sweden's oldest manufacturer of beds.  The name Hastens refers to the company's origins as a saddle and carriage furniture manufacturer ("Hast" is Swedish for Horse).  Craftsmanship and quality are two keywords at Hastens where beds are still made by hand using only natural filling material. Since 1952 Hastens has had the honor of being the supplier of beds to the Royal Family of Sweden.  Hastens is currently available in 36 markets worldwide and continues to expand into new markets.  Please visit us at www.hastens.com.

In today's busy world, people are striving to do more with less free time.  As a result, Americans have become a sleep-deprived society, losing sight of not only how important a good night's sleep is to one's overall well-being, but also of the critical role a mattress plays in improving the quality of sleep. Recognizing America's continued struggle, Serta and the National Sleep Foundation (NSF) have joined forces on a groundbreaking industry partnership to promote better sleep through optimal product design and enhanced public education.

As part of this partnership, Serta has redesigned its flagship mattress, the Perfect Sleeper®, with input from the NSF.  First, Serta asked sleep-deprived consumers what issues were preventing them from sleeping well on their current mattress.  Then, Serta shared the results with the NSF and set out to design a new Perfect Sleeper that helps address five common sleep issues associated with mattresses: tossing and turning; lack of support; sleeping too hot or too cold; partner disturbance; and mattress roll-off or sagging.

"People's comfort and support needs while sleeping change over time. Even when consumers realize they might need a new mattress to address their changing needs, many are confused when it comes to picking the right one," added Andrew Gross, senior vice president of marketing for Serta. "The newly designed Serta Perfect Sleeper makes it easier to shop for a new mattress and is built to help address common sleep problems in one mattress line."

The new Perfect Sleeper is made with multiple advanced features and technologies that help address five common sleep issues associated with mattresses by providing:

• Pressure-Relieving Comfort
  • Serta's exclusive Advanced Comfort Quilt® helps to distribute weight evenly to reduce the pressure points that can cause tossing and turning.
• Proper Back Support
  • Serta's new FlexZone™ Innerspring uses technology formerly used only in premium mattresses costing $3,000 and more and is designed to "flex" to the body's contours while providing support where it's needed most.    
• Balanced Sleep Temperature
  • The Advanced Comfort Quilt® allows air to flow through the mattress easily for up to 42 percent more cooling power than traditional memory foam.
  • Cool Balance™ Fabric Technology helps regulate the flow of heat from the body for a more balanced sleep surface temperature.
• Undisturbed Sleep
  • The TrueSense™ motion-isolating coils found in Serta's FlexZone™ innerspring system is uniquely designed to reduce motion transfer from one sleep partner to another.
• No Roll-Off or Sag
  • The Total Edge® Foam Encasement strengthens the mattress edges to eliminate edge sag while extending the sleep surface.
  • Serta's ComfortLast® construction means that each Perfect Sleeper system is tested beyond industry standards to meet the demands of over 99 percent of the adult population.

In helping consumers through the mattress selection process, which often can be daunting, retail store associates trained by Serta will be armed with five simple questions. These questions, tied to the five common sleep problems, will help in quickly assessing individual needs and preferences to determine the best match.  The new Perfect Sleeper mattresses will be available in stores in April and will carry the "Official Mattress of the National Sleep Foundation" designation.

Promoting Better Sleep through Continued Education

The Serta and NSF partnership also includes a joint commitment to promote better sleep by educating consumers about the importance of a good night's sleep. Each new Serta Perfect Sleeper mattress comes with a complimentary educational National Sleep Foundation Guide to Sleeping Well, covering the basics of healthy sleep, ways to improve sleep and tips on when to seek help for sleep problems.

"This partnership and ongoing campaign represent an unprecedented opportunity to reach millions of Americans and change the way they think and what they know about sleep while continuing our mission to make sleep awareness part of the national health agenda," says David Cloud, CEO of the National Sleep Foundation.  "Taking sleep seriously is critical given the increasing demands of a busy lifestyle. Good quality and sufficient duration of sleep are as important to health as proper diet and regular exercise."

Serta will be using an "i heart sleep" social media campaign to support the launch and spark conversations about the importance of sleep and how mattress selection can help with common sleep concerns. Today, the "i heart sleep Serta® Perfect Sleeper® Contest" launches on Facebook and offers consumers the opportunity to win a new Perfect Sleeper mattress.

Serta Perfect Sleeper queen mattress sets are suggested to retail from $599 and $1,299. Visit serta.com for retailer locations and additional product information.

The National Sleep Foundation is dedicated to improving sleep health and safety through education, public awareness and advocacy.  It is well known for its annual Sleep in America poll. The Foundation is a charitable, educational and scientific not-for-profit organization located in Washington, D.C.  Its membership includes researchers and clinicians focused on sleep medicine, professionals in the health, medical and science fields, individuals, patients, families affected by drowsy driving and more than 900 healthcare facilities throughout North America. Please visit www.sleepfoundation.org for more information. SOURCE Serta

C.R. England, a Salt Lake City-based global transportation provider, and SleepPointe, a sleep apnea compliance solutions provider, have joined together to sponsor a Fatigue Awareness Month campaign intended to train semi-truck drivers on fatigue awareness and proper fatigue management through a variety of activities. The Fatigue Awareness month campaign will include a number of activities during April designed to educate and train C.R. England drivers, independent contractors, and employees through training, seminars, safety videos, raffles and other events. 

"Fatigue awareness is a key issue for our drivers, especially in the month of April as the days grow longer," said Thom Pronk, Corporate Vice President - Recruiting, Training and Safety.  "Driver and public safety are top priorities, and we hope to create better fatigue awareness and management with this month's activities."

C.R. England and SleepPointe will host Fatigue Awareness events at C. R. England facilities nationwide that focus on three themes:

• Recognizing signs of fatigue
• Science of fatigue
• Managing fatigue

According to the National Highway Traffic Safety Administration (NHTSA), statistics conservatively show that 100,000 drowsy driving crashes are reported to police each year, killing more than 1,500 Americans and injuring another 71,000. Driver fatigue is a physiological and psychological condition that can greatly affect driving judgment and abilities and impacts alertness and response time.  As the days grow longer and as road conditions improve, the potential for fatigue related accidents increases exponentially.

SleepPointe provides diagnostic and treatment solutions for the transportation industry and has the experience and expertise to manage all aspects of sleep apnea in the transport industry. From initial screening to therapy delivery and on-going compliance management, SleepPointe provides everything needed to keep drivers safe on the road.  For more information, visit www.sleeppointe.com.

Founded in 1920, C.R. England, Inc. corporate headquarters are located in Salt Lake City, Utah and is one of North America's largest transportation companies and the world's largest temperature-controlled carrier. C.R. England services include National, Mexico and Regional Truckload service in addition to Dedicated and Intermodal services. Additional services include Leasing, Brokerage, LTL/Parcel, Supply Chain Engineering, Special Project Engineering, Warehousing, and Global Sourcing, which has offices in Southern California and China. For more information, visit www.crengland.com.

SOURCE C.R. England

Ventus Medical, a privately-held medical device company focused on products to treat sleep-disordered breathing, today announced that its proprietary Provent® Sleep Apnea Therapy, an innovative, non-invasive treatment for obstructive sleep apnea, is now available in Hong Kong.  The HomeCare Medical Ltd., with over 17 years of sleep medicine experience, will be the exclusive distributor of Provent Sleep Apnea Therapy in Hong Kong.

"Hong Kong is a compact and relatively affluent population, with almost 10 percent of the general population suffering from obstructive sleep apnea," said Peter Wyles, president and chief executive officer of Ventus Medical. "As we expand into international markets like Hong Kong, we will continue to target patients with obstructive sleep apnea through local partners who are well-regarded within their respective countries."

People with obstructive sleep apnea (OSA) stop breathing - in some cases hundreds of times each night - usually for periods of ten seconds or longer. Often people with sleep apnea don't know they have the condition, but do know that they snore and occasionally wake up gasping for air. It is often their sleep partner who is aware of these symptoms and will urge them to go to the doctor. Because OSA is known to be associated with high blood pressure, irregular heartbeat, heart attack, stroke, diabetes and impotence, it is important for patients to seek a diagnosis and establish an effective treatment regime.

Approximately nine percent of people living in Hong Kong are affected by obstructive sleep apnea. Unfortunately, OSA often goes undiagnosed and therefore untreated.  Of the patients that do receive treatment, most are prescribed a continuous positive airway pressure (CPAP) machine.  While extremely effective at treating OSA if worn as directed, more than half of all patients stop treatment with CPAP due to its cumbersome nature.  Provent Therapy was developed to help patients who do not use CPAP therapy regularly.

Provent Therapy is a prescription device indicated for the treatment of obstructive sleep apnea (OSA). It is an easy to use, disposable treatment that works across mild, moderate, and severe OSA. Provent has been clinically proven in numerous studies to reduce sleep apnea and works through its proprietary MicroValve technology that uses nasal expiratory positive airway pressure (EPAP) to keep a patient's airway open during sleep. When going to sleep, a patient places the small Provent device over each nostril. The devices adhere to the skin through a hypoallergenic adhesive. When the patient breathes in through the nose, the valve opens allowing nearly unobstructed airflow. When exhaling, the valve closes, limiting airflow, increasing expiratory pressure to keep the airway open and prevent breathing disruptions. For more information, please visit www.proventtherapy.com.

Ventus Medical is a privately-held medical device company dedicated to providing non-invasive medical solutions for people with sleep-disordered breathing. Based on its innovative MicroValve technology and patented designs, Ventus has developed a unique line of clinically-proven medical devices to address the continuum of sleep disorders from severe obstructive sleep apnea (OSA) to mild snoring. Ventus Medical devices work by creating expiratory positive airway pressure (EPAP) to effectively treat the underlying conditions. The company markets prescription-only Provent Therapy, a discreet, easy-to-use nasal device, for the treatment of obstructive sleep apnea (OSA) in the United States and Hong Kong, and is developing an over-the-counter device for snoring. SOURCE Ventus Medical

Clinical Professor explores how proper sleeping techniques heal and improve overall quality of life

In The Power of Sleep, Dr. Michele Powell's main focus is to provide a safe and sure way to a healthy and balanced lifestyle. Powell's unique type of health management has had a profound impact on her patients, helping them to achieve an enhanced lifestyle. By advising helpful sleep practices, Dr. Powell has treated everything from medical ailments to how to lose weight, and anxiety to pain syndromes. The ideas contained in this book will help anyone suffering from lack of sleep or other health concerns to overcome their ill health and achieve a new balance in life.

The Power of Sleep shows readers not only how to effortlessly fall into deep, meaningful slumber, but also why sleep is so essential for overall fitness. It teaches readers how to connect with their surroundings through sleep in order to boost their physical condition.

This book is intended for teens and adults alike. Whether you suffer from a sleeping problem or whether you are just interested in the connection between the mind, the body, and how sleep affects the overall whole, The Power of Sleep will teach its readers:

• Good habits to promote maximum quality sleep
• How to use sleep to awaken creativity
• How to use sleep as a spiritual experience
• How to empower our mind, body, and the world around us

Michele Powell, family physician in Osteopathic Medicine and clinical professor at Wake Forest School of Medicine, creates a masterful work in this her first book. After successfully running her own family practice for 10 years and counseling patients daily in the importance of healthy sleep practices, Powell provides an easy and clear path to a superior lifestyle for all those who pick up this book.

Source: Ecko House Publishing

Arena Pharmaceuticals, Inc. (Nasdaq: ARNA) announced today results from a Phase 1 clinical trial of APD916, a novel drug candidate discovered by Arena that targets the histamine H3 receptor for the treatment of narcolepsy with cataplexy.

The randomized, double-blind and placebo-controlled trial evaluated the safety, tolerability and pharmacokinetics of 1 mg, 3 mg and 5 mg single doses of APD916. The trial evaluated 24 healthy volunteers in three cohorts of eight participants each, six randomized to APD916 and two to placebo. APD916 demonstrated dose-proportional pharmacokinetic exposure over the tested dose range. The terminal half-life was approximately 50 hours.

Dose-limiting CNS adverse events occurred at the 5 mg dose, including insomnia, abnormal dreams and a nightmare. Adverse events of insomnia, nausea, headache, parosmia, alterations in perception of body temperature, abnormal dreams and visual and tactile hallucinations were commonly reported at the 3 mg and 5 mg doses, and adverse events of insomnia were commonly reported at the 1 mg dose. All adverse events in the trial were mild or moderate in nature. No serious adverse events were reported nor were there any significant safety issues with respect to vital signs, ECGs or laboratory testing.

"APD916 is a highly potent compound, and we believe that exposures of 1 mg or less could be sufficient for the intended patient population," said William R. Shanahan, M.D., Arena's Senior Vice President and Chief Medical Officer. "We are currently evaluating next steps for this program."

APD916, a potent and selective inverse agonist of the histamine H3 receptor, is Arena's internally discovered drug candidate for the treatment of narcolepsy with cataplexy. The histamine H3 receptor is predominantly expressed in the brain, and inverse agonists of the H3 receptor increase the synthesis and release of histamine through inhibition of presynaptic autoreceptors. Enhanced histamine release plays an important role in arousal, and the histaminergic system is at least partly under the control of orexin/hypocretin neurons. Narcolepsy with and without cataplexy have been associated with orexin/hypocretin deficiency and low levels of histamine in cerebrospinal fluid. Therefore, an H3 inverse agonist, by increasing central histamine activity, may potentially be effective in the treatment of these conditions.

Narcolepsy is a chronic neurological disorder caused by the brain's inability to regulate sleep-wake cycles normally. At various times throughout the day, people with narcolepsy experience fleeting urges to sleep. If the urge becomes overwhelming, individuals will fall asleep for periods lasting from a few seconds to several minutes. Cataplexy, or the sudden loss of muscle tone often triggered by emotional factors, is a symptom of narcolepsy and can cause a range of physical changes, from slurred speech to complete weakness of most muscles.

According to the National Institutes of Health, or NIH, narcolepsy affects about one in every 2,000 Americans. Treatments are limited and consist of stimulant drugs to suppress daytime sleepiness and antidepressants for cataplexy. The only approved treatment for cataplexy in the United States is Xyrem (sodium oxybate), a DEA Schedule III drug.

Arena is a clinical-stage biopharmaceutical company focused on discovering, developing and commercializing oral drugs that target G protein-coupled receptors, an important class of validated drug targets, in four major therapeutic areas: cardiovascular, central nervous system, inflammatory and metabolic diseases. Arena's most advanced drug candidate, lorcaserin, is intended for weight management and has completed a pivotal Phase 3 clinical trial program. Arena has filed an NDA for lorcaserin with the FDA, and the FDA has assigned a PDUFA date of October 22, 2010, for review of the application. Arena's wholly owned subsidiary, Arena Pharmaceuticals GmbH, has granted Eisai Inc. exclusive rights to market and distribute lorcaserin in the United States.

Arena Pharmaceuticals(R) and Arena(R) are registered service marks of the company. SOURCE Arena Pharmaceuticals, Inc.

Affordable Simple Relief Is NOW Available

It's been said that PAIN can be exacerbated by STRESS and vice versa.  So add in temperature fluctuations due to a broken internal thermostat, the result is a poor night's sleep contributing directly to pain and stress levels.

These problems can be measured in healthcare costs, doctor visits, prescription medication and over-the-counter pain meds that provide only short-term relief.  Women often continue the same old approach or turn to alternative therapies like acupuncture or homeopathy all to no avail.

So what's today's price of getting a good night's sleep? More sleep meds, an expensive new mattress or a fancy reading light?  This might sound simple, but Goodnighties recovery sleepwear with calming negative ions built into the fibers just may be the answer to your problems.  This new cozy non-binding nightwear with technology rooted in high-performance fabric is specially created for maximum softness and comfort for better sleep.  Many women claim it's like not wearing anything at all!  The negative ions blended into this special fabric is a patented process used for years to help professional athletes with fatigued muscles and has also helped racehorses heal at an astonishingly quicker rate.  Goodnighties, Inc. is the first and only company to bring this technology to women's sleepwear.  It also has superior moisture wicking properties to help regulate your body's temperature and is anti-microbial.

If you're thinking 'pixie dust'.....it's not.  The Science underpinning this fabric is real.  Scientist, Dr. Alfred Ouimet from the team that developed this notable patent states:

"This process is called 'IonX' and it naturally increases the flow of oxygen-rich blood to the muscles as well as activates body chemicals that improve muscle function and helps to block pain.  When sleeping, this restful state helps women stay in a deeper REM (rapid eye movement) sleep, resulting in a better night's sleep."

Women from coast-to-coast are raving about how much better they feel after sleeping in Goodnighties!

Goodnighties sleepwear has also been given 'thumbs up' by recognized Expert Pain Writer and Co-founder of the National Fibromyalgia Association, Karen Lee Richards.  Ms. Richards has personally endorsed Goodnighties and has confirmed the positive benefits of Goodnighties.  Ms. Richards recommends Goodnighties as a great value when compared to doctor visits, medication, etc.  "It's a simple 'washable' (and reusable) solution to my sleep issues!"  For those interested, the makers of Goodnighties are offering an introductory price (20% off). Use the code SLEEP BETTER and they'll take it from there. Take the 'Jammie Challenge'! Offer valid through 10/31/10. SOURCE Goodnighties.    

New Study Shows Lack of Sleep Makes it Harder to Lose Body Fat

Dreaming of losing a few pounds? A new study reveals that how much you sleep, may be as important as how much you eat. According to the study being published in the October 5 issue of Annals of Internal Medicine, lack of sleep may hinder a dieter's ability to shed excess body fat.

See video from American College of Physicians at: http://inr.synapticdigital.com/Annals_37579

The study highlights the importance of adequate sleep for maintenance of fat-free body mass when dieting to lose weight. Researchers found that dieting adults who slept 8.5 hours a night, lost 56 percent more body fat than those that slept only 5.5 hours. The dieters in the sleep restricted group lost less fat and more lean body mass. They also concluded that even short periods of sleep deprivation can undermine weight loss efforts.

In addition to promoting fat retention, the study also showed that lack of sleep reduces energy levels, stimulates hunger and food intake and increases glucose production in the body.

Registered journalists can access video, audio, text, graphics and photos at http://www.thenewsmarket.com.

10CH10-1265

SOURCE Synaptic Digital; American College of Physicians

September is Pain Awareness Month, and Scottsdale's True REST Float Center - the first in the United States to offer REST pod technology - is conducting research on pain relief and helping individuals conquer their pain.

True REST (Restricted Environmental Stimulus Therapy) is a zero-gravity environment allowing the mind and body to truly rest. Flotation Therapy is a special solution of salinated water utilizing 1,200 pounds of epsom salt. The buoyancy makes floating on water feel like floating on air.

A recent chronic pain study focused on 20 participants entering treatment with an average pain of 6, on a scale of 1 to 7, characterized as "dreadful." After undergoing consecutive daily REST Pod sessions, 70 percent of the participants experienced no pain after only three sessions.

"Anyone who has experienced chronic pain knows how debilitating it is," said True REST owner Nick Janicki. "It's rewarding to help our clients lead pain-free, productive lives."

"It was rather miraculous for me," said one client, who had undergone back surgery and tried a myriad of painkillers to minimize his discomfort. Another patient also preferred the natural REST Pod sessions over medication to relieve her migraine headaches. The medicine, she said, would knock her out for 12 to 15 hours at a time.

In addition to pain relief, clients also experience multiple benefits from REST Pod therapy. One client said he felt as if he awoke from 10 hours of good sleep. Another said he felt exceptionally clear-headed after his session.

A standard one-hour float costs $79. True REST also offers special pain-relief packages:

• Minor pain/injury - 5 float sessions (valued at $395) for $249
• Moderate pain/injury - 10 float sessions (valued at $790) for $475
• Severe pain/injury - 20 float sessions (valued at $1,580) for $899

"We're so confident that float sessions will alleviate our clients' pain," said Janicki, "that any client who purchases a pain/injury package and does not experience at least a 50 percent decline in pain while in the REST Pod, after four sessions, will receive a full refund of their money." He notes that, to achieve optimum results, sessions must be redeemed in consecutive days, without skipping any days.

The facility is at 15033 N Thompson Peak Parkway, Suite D101. For more information, visit http://www.truerest.com or call 480-389-0853.

Simmons Bedding Company ("Simmons") is revolutionizing mattress shopping with the launch of an in-store QR (Quick Response) tagging application aimed at simplifying the buying process for busy consumers as they shop for mattresses and bedding.  Beginning today, consumers will find QR tags at JCPenney stores for mattresses from Simmons' new 2010 Beautyrest® line, making the rollout the first of its kind at retail stores nationwide.

QR tags are small barcode-like visuals that may be scanned and "read" by smart phones, with the goal of making in-store signage more interactive for consumers. Once scanned by a smart phone such as the iPhone®, DROID or BlackBerry®, the QR tag makes additional information, images and videos easily available to the user via their phone's Web browser, providing consumers with added product detail and demonstration, netting a more robust shopping experience.

When consumers scan the QR tag for a Beautyrest mattress, they receive access to a 3-D construction rendering of that particular Beautyrest model--either Beautyrest Classic®, Beautyrest Anniversary™ or Beautyrest World Class®. In addition, tag users will have the option to play a Beautyrest video, which illustrates how the bed's Super Pocketed Coil® springs, BeautyFeel™ comfort and BeautyStyle™ aesthetics come together to offer unsurpassed motion separation, conformability, support and durability in an attractive package. The video also features the brand's signature bowling ball demonstration for additional emphasis on the Super Pocketed Coil springs' motion separation benefits. The benefit to consumers is added detail and improved data at the point-of-purchase, making mattress shopping more convenient.

Studies based on buying trends of mattress shoppers found that purchase decisions are typically made in the retail store, making the in-store experience critical. Simmons Executive Vice President of Marketing Tim Oakhill notes, "Consumer engagement happens within 'the last five feet' of the bed. QR tags bring point-of-sale to life, educating and engaging the consumer at the point where purchase decisions are made."  

With the rollout of Simmons' QR tags, JCPenney once again proves to be a retailer on the forefront of utilizing technology to aid the consumer's shopping experience. John Tighe, JCPenney senior vice president and general merchandise manager of Home, notes, "Mattress shopping can be an overwhelming experience given the plethora of brands and the fact that it is often an infrequent and big-ticket purchase. QR tags aim to assist with the process and provide an enhanced customer experience, leading to a richer and more informed dialogue between the consumer and the sales associate."

QR tags, which are used extensively on products in other parts of the world (particularly in Japan), have been slower to transfer to American companies. The technology venture between Simmons and JCPenney is one of the first of its kind nationwide, helping to set a precedent for America's use of technology in the retail space. "Simmons is one of the first major brands to introduce QR tags into the retail environment," said Oakhill. "Simmons' tradition of innovation has not only shaped the way consumers experience undisturbed sleep; it's also influencing how they use point-of-sale materials to make an educated bedding purchase. We're proud of the fact that Simmons is the first major mattress manufacturer to have QR tag technology ready for retailers to incorporate into their store environments."

To view Simmons' Beautyrest QR tag content, customers just need to download the Microsoft® Tag Reader application--available for free at http://gettag.mobi--to their smart phones and point the phone's camera at the tag image. iPhone users may also download the tag reader via the Apple® online App Store.

**PLEASE VISIT THE SIMMONS ONLINE NEWSROOM TO DOWNLOAD A SIMMONS QR TAG IMAGE. VISIT HTTP://GETTAG.MOBI TO DOWNLOAD THE MICROSOFT TAG READER APPLICATION TO YOUR SMART PHONE.

To learn more about Simmons and the Simmons® Beautyrest line, visit www.simmons.com or www.beautyrest.com. For more information about JCPenney, visit www.jcp.com.

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®, Beautyrest Studio™, BeautySleep®, ComforPedic by Simmons™, Natural Care® and Beautyrest Beginnings®. Simmons Bedding operates 19 conventional bedding manufacturing facilities and one juvenile bedding manufacturing facility 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.