Simmons is throwing a CURV to Millennials to draw them into the memory foam category. The Simmons CURV line, featuring an exclusive curved memory foam pattern, is priced under $1,000.

The Atlanta-based producer, which is introducing the line here, says it delivers comfort at an affordable price.

"The Millennials are just starting to pave their way in the world - and our CURV mattress provides them with the good rest they need to do it," said Jeff Willard, executive vice president of marketing at Simmons. "We believe the millennials represent a huge untapped opportunity. We know these consumers are looking for the latest technology from a trusted brand, and many want memory foam. However, until now, many couldn't afford a memory foam mattress from a leading brand. With CURV, we're changing this."

Simmons says research supports the need for the new line.

Studying consumers under the age of 35, the producer found that 53% of mattress-shopping millennials would be "very" or "extremely" likely to consider a memory foam mattress. However, 62% said "higher cost" was the biggest deterrent for buying a memory foam mattress.

Each new mattress features CURV's specially designed memory foam, shaped in an exclusive curved pattern to support and conform to the curves of the body while facilitating air flow for a comfortable, restful night's sleep, the company said.

To provide additional support, Simmons added gel to its CURV memory foam in select models. That gel enhances support and alleviates pressure while comforting the body, officials said.
"Our industry as a whole does a great job servicing our customers already ankle- and knee-deep in the bedding lifecycle - but what about those just starting out?" asked Anne Kozel, Simmons' ComforPedic brand director, who helped develop the CURV line.

"There was such a demand in this market for a low-cost memory foam, but very little to show for the product category. Our millennial audience spoke and we listened. They wanted a version of the expensive memory foam mattress, but at an attainable price point. CURV gives younger customers everything they're looking for: affordable, comforting memory foam that supports their busy lives by giving them that all-important restful sleep."

Each CURV mattress is reinforced with Simmons' exclusive foundation to give millennials the support they need to do everything from sleeping to eating, and from texting to entertaining on their beds, Simmons said.

The Simmons CURV line is designed and built in the United States. The line includes three models: The Latest Thing, All The Rage and Vogue. It carries a 10-year limited warranty.