The new collection was developed by Simmons Bedding Company

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

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, according to Intercoil.

“We partnered with Simmons in 2010 and introduced the Beautyrest mattress line across the region. The product has done extremely well,” said Hassan Hazeem, managing director of Intercoil. “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.”

Simmons has spent months redesigning the Beautyrest Black line before launching it in the US to ensure that the line makes a definite statement – both to retailers and consumers, according to Todd Merker, director of global licensing at Simmons.

“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.