TRINITY, N.C. (April 4, 2011) – Building on the launch of the Whatever You Do In Bed, Sealy Supports It ™ marketing campaign, Sealy® (NYSE: ZZ) , North America’s No. 1 mattress brand, continues to open the dialogue between retailers and customers, shedding light on all of the living that goes on in bed.  Whether it’s the 45% of people that spend time with kids watching TV in bed, 60% that read a book or one fifth that pack for a trip on their bed, Sealy will introduce a change in industry perception on selling mattresses by sharing insights on how they are really using their beds.  The groundbreaking approach launching at High Point market will include advice on addressing these topics as well as those that have typically been considered off-limits, including how to answer the question consumers really want to know when shopping for a mattress, “Is it better on springs?”

“In designing the Next Generation Posturepedic, we conducted several rounds of research, including ethnographic in-home interviews as well as one-on-one qualitative research to determine how people are really using their bed,” said Jodi Allen, Chief Marketing Officer, Sealy Inc.. “Everyone initially responded sleep, but when we prodded for more information, we discovered people do a lot more in bed than just that; there’s a lot of living that goes on in bed.”

In fact, sharing intimate moments is only second to sleeping in terms of what people do in bed.  Similar to life stages, the bedroom adapts to new situations with the bed, but always serves as the focal point for a person’s life. In some stages, the bed may be a gathering place for families.  For young professionals, it may be their work space for late-night assignments.

A few examples of the compelling statistics from Sealy consumer research include:

·          Nearly 50% use the computer in bed

·          55% crawl into bed after a bad day

·          70% share the day’s events with a spouse/significant other in bed

To introduce the new consumer research to retailers, Sealy will host the educational Pillow Talk Series, “How to Make the Bed…with More Than Uust Sleep,” during High Point market.  Renowned relationship expert, Dr. Logan Levkoff, will discuss ways for retailers to encourage consumers to consider the many things that they do in bed when making a purchase decision. The seminars will also share ways for retailers to have an open dialogue with customers surrounding this personal purchase and acknowledge the sometimes uncomfortable topic with meaningful insights to land a sale.

About Sealy
Sealy is the bedding industry's largest global manufacturer with sales of $1.2 billion in fiscal 2010. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy Ò , Sealy Posturepedic Ò , Sealy Embody ä , Stearns & Foster Ò , and Bassett Ò brands. Sealy operates 25 plants in North America, and has the largest market share and highest consumer awareness of any bedding brand on the continent. In the United States, Sealy sells its products to approximately 3,000 customers with more than 7,000 retail outlets. Sealy is also a leading supplier to the hospitality industry. For more information, please visit www.sealy.com .

About Dr. Logan Levkoff

Logan is dedicated to perpetuating healthy and positive messages about sexuality. She can speak on a wide range of issues, including issues of sexual health, trends in sexuality, relationship hurdles, and sex in pop culture and politics. For almost a decade, Logan has been working with students of all ages and from a variety of backgrounds. She has designed and implemented sexual education programs in many independent schools and community organizations. Logan’s work with teens and parents has been profiled in many publications including, The New York Times. Logan Levkoff is an AASECT certified sex educator. She received a Ph.D. in Human Sexuality, Marriage, and Family Life Education from New York University, as well as a M.S. in Human Sexuality Education and a B.A. in English from the University of Pennsylvania. She lives in New York City with her husband, son and daughter.