ComforPedic to raise brand awareness through philanthropic programs

Simmons Bedding Company's ComforPedic Advanced NxG Memory Foam mattress line arrives in Los Angeles this week for the 2011 GBK Emmy Awards Gift Lounge. Participating in the pre-Emmy Awards celebrity gift lounge, which benefits charities Art of Elysium and CancerCare, allows ComforPedic to raise brand awareness and further its continued commitment to philanthropic programs.

"We're thrilled to be back in Hollywood and introducing the ComforPedic brand to this unique, impactful group of people," said Scott Smalling, president of Simmons' Specialty Sleep division. "Celebrity alignment has consistently allowed us to strengthen the ComforPedic brand and simultaneously give back to charities across the country."

Celebrities are invited to visit the ComforPedic by Simmons lounge space at the W Hollywood to test out a ComforPedic Mystic mattress set on Simmons' adjustable NuFlex Foundation.

"Thanks to our ComforPedic Advanced NxG Memory Foam, designed to respond quickly to movements and dissipate heat through improved airflow, our products help provide a restful night's sleep at an ideal sleeping temperature," said Anne Kozel, Simmons' Specialty Sleep brand director.

For each celebrity photographed with one of these ComforPedic products, Simmons will donate $100, totaling up to $7,500, to Art of Elysium, a non-profit that provides artistic workshops with actors, artists and musicians for critically-ill children. Visiting celebrities will also receive a ComforPedic Free Spirit pillow, and select presenters and nominees will receive a ComforPedic Mystic mattress set.

"ComforPedic products have been a huge hit in Hollywood," said Smalling. "Since we attended GBK's pre-Oscar gift lounge, numerous celebrities are enjoying a better night's sleep on a ComforPedic mattress."

Additionally, the brand was featured at this week's L.A. Confidential Magazine & The Art of Elysium Party, held Thursday at the London Hotel in West Hollywood. Simmons donated a ComforPedic Mystic mattress set for the rooftop soiree's silent auction to benefit Art of Elysium.

"Art of Elysium is an incredible organization that's brightening the lives of children battling serious medical conditions," said Smalling. "We're delighted to help fund such an important cause that offers creative outlets for these remarkable kids."

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, ComforPedic by Simmons, ComforPedic Loft, Natural Care and BeautySleep. Simmons Bedding operates 19 conventional bedding manufacturing facilities across the United States, Canada and Puerto Rico.