Dubai-based sleep products multinational company, Intercoil International, has teamed with world-renowned Simmons Bedding Company to officially launch the new mattress line – Beautyrest Black.

The luxury mattress line was unveiled at a press conference which was held recently at Zabeel Saray Hotel, by Hassan Hazeem, the managing director of Intercoil and Todd Merker, director of global licensing at Simmons.

The Beautyrest Black collection has advanced pocketed coil springs, which offers true seclusion with virtually zero partner disturbances, and transflexion comfort technology designed to ensure consistent comfort, a statement from Intercoil said. 

“We partnered with Simmons in 2010 and introduced the Beautyrest mattress line across the region. The product has done extremely well,” Hazeem said. “The new line takes the exceptionally unique design of our popular Simmons Beautyrest mattresses and adds the finest material and superior pocketed coils together to provide an even more luxurious sleep experience.”

“We’ve spent months redesigning the Beautyrest Black line before it launched in the US to ensure that the line makes a definite statement - both to retailers and consumers,” said Merker.

“Our Beautyrest Black line features a distinctive look and feel that is unlike anything on the retail floor today and the models offer comfort benefits that surpass those of the competition. We’re confident that the collection will perform extremely well for Intercoil,” he added.

The Beautyrest Black collection comprises three types of mattresses – firm, the firmest kind of mattresses which provides more resistance against pressure from the sleep surface.

Plush, which creates a softer sleep surface by utilising soothing comfort layers like latex and memory foam, and the plush pillow top, possibly the softest mattress with soothing foams in its top upholstery, the statement said.

In April, Intercoil was awarded the Dubai Quality Appreciation Certificate at the Business Excellence Awards, and in February it was ranked number four on the Dubai 100 SME rankings. – TradeArabia News Service