Simmons Launches Beautyrest Black, BackCare and Natural Care Lines at July 2006 Las Vegas Furniture Market; New Bedding Lines Target Consumers with Specific Sleep Needs And Desires.

ATLANTA -- Simmons Bedding Company is launching three new bedding lines designed to provide consumers with customized sleep experiences at this week's Las Vegas Furniture Market. The manufacturer's latest product additions--the Beautyrest Black(TM) luxury line, the revitalized BackCare(R) line and the all-latex Natural Care(TM) line--reach out to consumers that are looking for mattresses to meet their specific sleep needs and desires.

"Consumers seek products that fit with their personal lifestyles instead of products that are designed for the general population," said Tim Oakhill, Simmons' senior vice president of marketing. "Simmons recognizes that the selection of a mattress is a very personal process, and we are continuing to expand our product lines to provide consumers with additional mattress choices that are suited to their individual preferences. Our new Beautyrest Black(TM), BackCare(R) and Natural Care(TM) lines are evidence of this diversification."

Simmons designed the new lines after conducting extensive research to determine what types of sleep solutions would benefit consumers most. Each of the introductions contains the latest innovations in mattress technology and features the highest quality materials to ensure that consumers obtain the best sleep possible.

The Beautyrest Black(TM) Line

The Beautyrest Black(TM) collection includes all of the motion separation and conformability elements for which the Beautyrest(R) mattress line is renowned and places them in a luxury edition that combines exquisite detail and expert tailoring to provide supreme comfort. The line features Advanced Pocketed Coil(TM) technology for enhanced durability and opulent components like silk and cashmere to pamper and indulge consumers, further emphasizing the superiority of the Beautyrest Black(TM) sleep experience. The line has a suggested retail price of $1,999 and up.

The BackCare(R) Line

The Simmons(R) BackCare(R) line features the BackCare(R) Zone System, which is designed to follow the contours of the body for maximum support and proper spinal alignment. Each BackCare(R) mattress also offers the unique Evenloft(TM) Design, which creates a smooth sleeping surface to help ensure a more restful, restorative night's sleep, as well as AllerCare(TM) fibers to reduce allergens in the sleep environment. Select models include Technogel(TM) support, which conforms three-dimensionally to provide support to the back support zone while relaxing and gently massaging the back throughout the night. Multiple BackCare(R) models are available at suggested retail prices of $799 and up.

The Natural Care(TM) Line

Natural Care(TM) bedding helps to create a natural sleep environment that serves as a retreat for the body every night. The mattress' soft, supportive natural latex surface provides lift in all the right places and helps eliminate pressure points across the entire body. In addition to its remarkable comfort and support benefits, natural latex is an extremely resilient material that performs beautifully for years and is naturally anti-microbial, hypoallergenic and resistant to dust mites, mold and mildew. The Natural Care(TM) mattress has a suggested starting retail price of $1,799.

Simmons is introducing the new Beautyrest Black(TM), BackCare(R) and Natural Care(TM) lines beginning today at the 2006 Las Vegas Furniture Market. Simmons is exhibiting its BackCare(R) and Natural Care(TM) mattresses at its showroom in World Market Center building A, space 525. The Beautyrest Black(TM) line is on display in the Acacia Ballroom at the Four Seasons Hotel Las Vegas and is open to retailers by invitation only. For additional information on Simmons(R) products, please visit www.simmons.com.

About Simmons Bedding Company

Atlanta-based Simmons Bedding Company is one of the world's largest mattress manufacturers, manufacturing and marketing a broad range of products under the brands of Beautyrest(R), BackCare(R), BackCare Kids(R) and DeepSleep(R). It operates 17 conventional bedding manufacturing facilities and two juvenile bedding manufacturing facilities across the United States and Puerto Rico. Simmons is committed to developing superior mattresses and promoting higher quality sleep for consumers around the world. For more information, visit the Company's website at www.simmons.com.

"Safe Harbor" Statement under Private Securities Litigation Reform Act of 1995:

This press release includes forward-looking statements that reflect Simmons' current views about future events and financial performance. Words such as "estimates," "expects," "anticipates," "projects," "plans," "intends," "believes," "forecasts" and variations of such words or similar expressions that predict or indicate future events, results or trends, or that do not relate to historical matters, identify forward-looking statements. The forward-looking statements in this press release speak only as of the date of this release. These forward-looking statements are expressed in good faith and we believe there is a reasonable basis for them. However, there can be no assurance that the events, results or trends identified in these forward-looking statements will occur or be achieved. Investors should not rely on forward-looking statements because they are subject to a variety of risks, uncertainties, and other factors that could cause actual results to differ materially from Simmons' expectations. These factors include, but are not limited to: (i) competitive and pricing pressures in the bedding industry; (ii) legal and regulatory requirements; (iii) the success of new products; (iv) our relationships with our major suppliers; (v) fluctuations in costs of raw materials; (vi) our relationship with significant customers and licensees; (vii) our ability to increase prices on our products and the effect of these price increases on our unit sales; (viii) an increase in return rates and warranty claims; (ix) our labor relations; (x) departure of key personnel; (xi) encroachments on our intellectual property; (xii) product liability claims; (xiii) our level of indebtedness; (xiv) interest rate risks; (xv) compliance with covenants in our debt agreements; (xvi) future acquisitions; (xvii) our ability to achieve the expected benefits from any personnel realignments; and (xviii) other risks and factors identified from time to time in the Company's and Simmons Beddings' reports filed with the Securities and Exchange Commission ("SEC"). We undertake no obligation to update or revise any forward-looking statements, either to reflect new developments or for any other reason.