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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

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.

A small organic mattress and bedding manufacturer in central Virginia has grown over 400% in four years, and leads a surging market niche.

Until recently, few consumers recognized that most mattresses are made with toxic chemicals. The British medical journal, The Lancet, and the Harvard School of Public Health have linked high-volume-production (HVP) chemicals in consumer products with developmental brain disorders such as autism and ADHD*. Some, such as formaldehyde and toluene, common in conventional and memory foam mattresses, are known carcinogens.

The Savvy Rest Organic Mattress is all-natural latex, made from the sap of the rubber tree. The casing is certified organic wool and certified organic cotton. Independent organic certifications add credibility to the brand.

Savvy Rest attributes its growth to increasing demand for healthful, eco-friendly products, creative staff (none with MBAs or sales backgrounds), thorough research, and strong relationships with 60+ independent stores. In 2005, Savvy Rest had one idea and two staff. Today, the company employs 15 people. In 2006, Savvy Rest sold 90% of its products directly to consumers. In 2010, over 90% of sales are through the company's growing network of dealers--the broadest among organic mattress manufacturers.

Savvy Rest is a member of the Sustainable Furnishings Council and is certified by Green America. The company posts organic certifications and independent materials testing results on its web site: http://www.savvyrest.com. The site features the industry's most comprehensive consumer education, including over 50 articles on materials, design, and sleep issues.

In addition to distinguishing between natural and synthetic latex, the Savvy Rest web site also educates consumers on the differences among mattresses labeled organic. Prior to 2005, even mattresses called "organic" were made with cotton fiber filling, which grows hard or lumpy in a short time. Cotton fiber also harbors dust mites, a major allergen.

Savvy Rest's founder, Michael Penny, a 30-year yoga practitioner, developed a layered mattress design that is customized for each person, based on their height, weight, sleeping positions, and pain issues. Savvy Rest Organic Mattresses can be configured differently on each side to accommodate couples, and can be customized to any dimensions.

The company offers a 90-day exchange period during which customers can change layers to alter the "feel".

The Savvy Rest bedding line includes organic mattress toppers, sheets, mattress pads, and pillows.

Sealy, North America's No. 1 mattress brand, is helping Americans get a better night's sleep by making it easier to shop for a mattress. The new sealy.com solves mattress buyers' greatest frustration -- determining which mattress is most right for them.

"We conducted extensive consumer research prior to building the new website," said Jodi Allen, Sealy Chief Marketing Officer. "We found only 18 percent of consumers felt prepared to buy a mattress after conducting online research, and more than two-thirds said online research was not helpful in deciding which brand of mattress to buy, making the in-store shopping experience very confusing. We took their feedback to heart and designed the new site specifically to help end their confusion."

The website offers an easy-to-navigate user experience that is unique to the bedding industry, allowing consumers to explore the various types of mattresses as well as Sealy's portfolio of brands on the homepage before making a single click. In addition, the site features several innovative tools to help connect the online research experience to the in-store shopping experience.

The site empowers consumers by allowing them to easily search for mattress information in the way they request it -- by brand, technology or product promotions. It walks consumers through the mattress buying process effortlessly, breaking down industry terminology into relatable, clear language, while helping them learn which mattress best fits their sleep behavior and lifestyle. Sealy.com also features easy-to-understand video and text-based content that explains the different brands, products, features and technologies.

The site will feature the entire family of Sealy brands, including Sealy Posturepedic®, Stearns & Foster®, Embody® by Sealy and Sealy Brand. Once consumers identify which brand best fits their needs, they are able to access the first-of-its-kind Sealy mattress-builder, where they can choose the features that meet their personal preferences.

As consumers select features, the suggested retail price will adjust accordingly. Once the consumer has built their perfect mattress, Sealy's mattress-builder creates a printable fact sheet that consumers can take into the retail store when they are ready to purchase.

"In addition to conducting our own research, we looked outside of our industry at leaders who have changed the online shopping experience to better meet consumer expectations," said Margo Borgione, Director, Global Marketing for Sealy. "By listening to our consumers and utilizing best-in-class techniques from other industries, we have created a dramatically better experience for online mattress shopping."

Sealy worked with its marketing agency Cramer-Krasselt/Chicago to build and develop the new website. The new site is now live. For more information visit www.sealy.com.  

The "Sealy.com Mattress Study" survey was conducted online by MarketTools, Inc., on behalf of Sealy. The poll, which gathered feedback from over 1,000 mattress shoppers across the U.S. who had recently purchased a mattress or were planning to in the near future, was conducted in April 2009 in effort to understand the role the Internet plays when shopping for a new mattress.

Hollandia International, manufacturer of the world's most luxurious sleep systems and the leading bedding retailer in Israel, has formed a strategic alliance with global mattress brand Therapedic. Under terms of the deal, Hollandia will own the Therapedic license for Israel and Cyprus, and said it planned to open Therapedic retail stores in Israeli cities over the next year. Additionally, both companies have announced that they will form a joint research and development team that will create products leveraging Hollandia innovation, which would be sold throughout the world.

"Hollandia makes some of the most luxurious products in our industry, and on the retail side of their business, they understand the importance of selling the benefits of a good night's sleep," said Gerry Borreggine, Therapedic president and CEO. "Together, I think we make a powerful combination in the bedding industry."

Hollandia CEO Avi Barssessat said he had been looking for sometime to find the right U.S. sleep products brand to bring to Israel.

"Israelis love American brands, and Therapedic is an outstanding sleep products company that offers a full range of product choices. I think the brand will resonate well here in Israel," he said. "We have examined the growth of Therapedic internationally to benchmark what has worked outside of the United States, and we believe our strategy will make it the fastest growing brand in Israel."

Hollandia now operates in more than 120 locations throughout the world including two retail showrooms in Philadelphia and Short Hills, N.J. All its products are manufactured in Israel.

Hollandia draws upon more than 29 years of perfecting sleep systems, to create a unique customer experience combining superior service with the highest quality materials In addition to its innovative sleep systems, Hollandia manufactures a full range of complementary sleep essentials such as plush pillows, fitted sheets, blankets and mattress protectors.  Committed to innovation and technology, Hollandia also offers custom-made style essentials such as a daybed or ottoman that can easily transform into an extremely comfortable guest bed. For more information please go to www.hollandiainternational.com.

Therapedic International is a 53-year-old mattress and sleep products manufacturer, with over 50 licensees producing products under the Therapedic brand label throughout the world. 

It's an unforgettable scene in "The Blind Side," when the future NFL star Michael Oher tells his benefactor - played by Academy Award winning actress Sandra Bullock - that he's never had a bed of his own before.  One in 50 children is homeless in the United States every year, according to a report from The National Center on Family Homelessness, which estimates more than 1.5 million children are without a home.(1.) Moreover, the agency predicts that as foreclosures and layoffs continue, the number of children and families without homes in the United States is likely to increase.

In an effort to provide those in need with a good night's sleep, 1800Mattress.com, a family-owned national mattress company, is taking a leadership role by partnering with HomeAid, the leading national non-profit provider of housing for today's homeless, to provide more than 500 beds to shelters nationwide.

"At 1800Mattress.com, we believe that everyone is entitled to a good night's sleep and we are proud to support HomeAid as they conquer homelessness one build at a time," said Adam Blank, 1800Mattress.com's Chief Operating Officer.  "A sound night's sleep starts with a great mattress and we are dedicated to providing those in need with a place to sleep at night while they rebuild their lives during the day."

While 1800Mattress.com has already provided beds to HomeAid projects in Orange County, CA, and Houston, the partnership officially begins at HomeAid Atlanta's Phoenix Pass build in Atlanta, Georgia.  A dedication ceremony for the Phoenix Pass project, one of HomeAid's largest projects, is set for April 14 with support from former Atlanta Mayor, Shirley Franklin.  The report by the National Center on Family Homelessness, which analyzed data from 2005-06, found that Georgia was one of the states most affected by child homelessness.

"We are grateful for the support of 1800Mattress.com as 2010 is poised to be a busy year for our chapters nationwide," said Jeffrey Slavin, CEO of HomeAid. "The folks in our shelters list a bed as one of the comforts of home that they miss the most, so we are excited to help them rest easier via this partnership."

HomeAid was founded in 1989. The HomeAid mission is to build and maintain dignified housing where homeless families and individuals can rebuild their lives. This is accomplished through the donation of construction services and materials from members of the homebuilding industry.  To date, the organization has provided transitional housing for more than 100,000 individuals including those temporarily out of work, abused children, victims of domestic violence, at-risk teens, people living with HIV/AIDS and victims of natural disasters.  HomeAid currently has projects in 15 states nationwide.

About Phoenix Pass:

Phoenix Pass is a nonprofit organization designed as a partnership between First Baptist Church of Conyers and Rockdale Emergency Relief.  The mission of Phoenix Pass is to serve the needs of families experiencing temporary homelessness by giving them an opportunity to reestablish self-sufficiency in a residential setting. The focus of the program is to empower homeless families with supportive services and the resources to recover and rebuild a productive, stable lifestyle for themselves and their family.  Phoenix Pass operates under the vision that those who have successfully completed the program will remain in the Conyers-Rockdale County area to live, work and contribute back to the community the education, life skills and job skills acquired during their tenure in the program.  It is expected that residents will transition from Phoenix Pass into the community as productive and self-sufficient citizens.  

The Phoenix Pass complex will eventually accommodate up to 90 people at any given time, providing housing for up to two years along with case management, a mentorship program, life skills classes and aftercare programs.  Phoenix Pass is located on the campus of Light House Village in Conyers, and is one of three nonprofit programs on the 27-acre campus. 

Tempur-Pedic International Inc. (NYSE: TPX), the leading manufacturer, marketer and distributor of premium mattresses and pillows worldwide, today unveiled two new products in its TEMPUR-Cloud™ Collection, the TEMPUR-Cloud™ Luxe bed and TEMPUR-Cloud™ Pillow. The company also premiered new TV advertising, filmed on location in St. Cloud, MN, which showcases TEMPUR-Cloud Collection mattresses and invites consumers to ask TEMPUR-Cloud owners what makes their bed so special.

Like the TEMPUR-Cloud™ Supreme that launched last fall as part of the TEMPUR-Cloud Collection, the TEMPUR-Cloud Luxe and TEMPUR-Cloud Pillow feature the all-new, revolutionary TEMPUR-ES™ material. TEMPUR-ES is a breakthrough in sleep technology that creates a soft, pillowy sleep surface while still providing Tempur-Pedic's customary pressure-relieving comfort and therapeutic support. The core of the TEMPUR-Cloud Luxe will feature a thicker layer of TEMPUR-ES atop TEMPUR-HD® for a luxuriant and restful sleep experience. The TEMPUR-Cloud Pillow, filled with thousands of TEMPUR-ES micro-cushions, provides unparalleled neck support and soft-as-a-cloud comfort, ideal for all sleepers.

"The TEMPUR-Cloud Collection was developed through extensive research and a deep understanding of what many consumers want most in a mattress - softness and support without the problems they experience with traditional pillow-tops," said Rick Anderson, president of Tempur-Pedic North America. "We have already seen strong sales for the TEMPUR-Cloud Supreme, and are confident consumers will be just as excited about the newest additions to the TEMPUR-Cloud Collection."

The TEMPUR-Cloud Supreme is currently available at Tempur-Pedic retailers and through tempurpedic.com. The TEMPUR-Cloud™ will become available later this month and will retail for $1,999 (Queen Flat Set). The TEMPUR-Cloud Pillow will be in stores and online early this summer and will retail for $129 (Standard Size). Available this fall, the TEMPUR-Cloud Luxe, the most luxurious mattress in the collection, will retail for $3,999 (Queen Flat Set) and, like all Tempur-Pedic mattresses, will come with a 20-year limited warranty. For more information on the TEMPUR-Cloud, TEMPUR-Cloud Supreme and other Tempur-Pedic products, visit tempurpedic.com. Additional TEMPUR-Cloud Luxe and TEMPUR-Cloud Pillow information will become available later this year.

Sleep and health are closely connected and a new mattress can help with better sleep according to Oklahoma State University sleep experts. McRoskey owner Robin McRoskey Azevedo says that most people begin their search for a new mattress long after it's due. Azevedo adds, "More research is linking good health to getting good rest. We hear of this almost daily from our customers."

OSU research links greater sleep quality and reduced back pain, stiffness and shoulder pain to sleeping on a new mattress as compared to mattresses five years or older. According to OSU lead researcher Bert Jacobson, EdD, timely replacement and mattress quality can have a positive impact on sleep and overall quality of life. Jacobson's latest study appeared in the Journal of Ergonomics and offers fresh analysis of work published by the Journal of Chiropractic Medicine in 2006.

McRoskey Mattress Company has handcrafted mattresses in San Francisco since 1899, and offers these tips to determine if you need to replace your mattress.

TIPS ON EVALUATING YOUR MATTRESS: IS IT TIME FOR A NEW ONE?

• Do you wake up with stiffness or aches?
• Have you had a better night's sleep somewhere other than your own bed?
• Is your mattress overused?
• Does it sag, have an exposed interior or lumps?
• Are you no longer comfortable on your mattress and box spring?

If you answered yes to any of these, it's time to replace your mattress. Before you begin your search for a new mattress, do your homework to know what constitutes a quality mattress.

When testing the mattress, lie down on it for at least 15 minutes.

Comfort is personal. Softness or firmness isn't necessarily better. Choose a mattress that allows your body to relax naturally. Size relates to comfort. Choose a size that fits you and is large enough for movement.

SOURCE McRoskey Mattress Company

Sit 'n Sleep, the mattress superstore dedicated to providing a good night's sleep to millions of Southern Californians, is looking for L.A.'s worst mattress. Today, the company launched L.A.'s Worst Mattress Contest in which five lucky Southern Californians with the worst mattresses in the region will win a new, luxury mattress from Sit 'n Sleep and a chance to win $100,000.

Starting this week, contest entrants are invited to create and submit inspiring videos detailing just why their mattress is the very worst in town. Uploaded to www.worstmattress.com, entries will be judged both on creativity and the criteria used to determine whether that old mattress needs to be replaced.

And just what is that criteria?

• TEAR & WEAR: How beat up is your mattress? Does it look like it was dropped off the 5 Freeway during rush hour and hit by a semi truck? Is it discolored, ripped or are the box springs about to jump out and injure someone?
• OLDEST: Fess up, how old is that mattress? Was it purchased in a time before the Internet, cordless phones or even microwaves? Does it look like over 10,000 nights of bad sleep have finally caught up with it?
• SAG: Does your mattress look like a bowling ball has been sleeping in its center for the last decade? If so, it's time to re-think your sleeping situation.
• STAINS: Does your mattress bear the evidence of years of bedroom activity? If so, it's time to TOSS!
  

"I want to see those dirty, beat up mattresses, and get a good look at those sags and stains!" said Larry Miller, founder, president and CEO of Sit 'n Sleep. "People don't understand that, after eight years, mattresses double in weight, are filled with bed bugs, and are bad for your health. It's time to get rid of the major embarrassment below your bedspread and start getting those zz's back."

How the contest works:

• Visit the Worst Mattress website for details
• Submit a video that, in 90 seconds or less, explains why your mattress is the worst in L.A. - remember, have fun and be creative!
• Entries are due by October 30, 2009
• On November 2, 2009, five winning videos will be announced and each will win a free luxury mattress.
• The grand prize winner receives a Kingsdown 800 mattress worth approximately $5,000.00. Four other category winners receive luxury mattresses ranging in value from $1,500 to $3,900
• On Saturday, November 21, 2009 the five lucky winners will be invited to Sit 'n Sleep's Culver City Superstore to participate in a drawing with a chance to win $100,000*
  

For more contest rules and details or to submit a video, log on to: www.worstmattress.com

SOURCE Sit 'n Sleep