Mattress Firm Launches New Campaign And Announces Strategic Partnership In Pursuit of Sleep Innovation HOUSTON, May 9, 2017 – Mattress Firm, Inc., the nation’s largest specialty bedding retailer, today launched a new campaign designed to drive awareness around technology in an unexpected place – the mattress. Titled “Technology to Power Off,” it showcases Mattress Firm’s most innovative mattresses from Serta Simmons Bedding (SSB). To launch the campaign, tech icon Steve Wozniak joined Mattress Firm CEO Ken Murphy on stage at the Company’s annual leadership conference in Houston during a livestreamed keynote discussion about tech innovations and sleep. Mattress Firm is rolling out breakthrough mattress technology from SSB, the largest bedding manufacturer in the United States. The event showcased the Serta iComfort® TempTouch™ and the Beautryrest Black® Hybrid. “As a society, we line up for technology that keeps you constantly connected, yet we long for the ability to power off. Our partners at SSB continue to produce innovative products at an incredible value that are designed to do just that,” said Sicily Dickenson, CMO of Mattress Firm. “By using tropes from successful product launches, Droga5 brought the advancement in mattress technology to the forefront.” The keynote kicked off a fully integrated campaign that showcases the mattresses with the same fanfare and techniques that are associated with new technology launches. The campaign will feature national and local TV, radio and digital distribution. Droga5 is the creative agency behind the campaign. For more information visit www.MattressFirm.com/TechReveal2017. “Mattress Firm is in constant pursuit of solutions to help Americans sleep better and offer our customers a curated selection of the best sleep products,” said Murphy. “The collaborative partnership between SSB and Mattress Firm brings together renowned industry expertise and creates unparalleled choice and innovative products to help our guests get the best night’s sleep.” The Serta iComfort TempTouch is a hi-tech memory foam mattress with breakthrough cooling technology that helps you sleep in cool comfort. The TempActiv™ Technology is a new advance temperature regulation system that dissipates excess heat while you sleep. The Simmons Beautyrest Black Hybrid, a hi-tech mattress that combines memory foam with individually wrapped coils supported by triple-stranded Advanced Pocketed Coil™ Technology, has an unparalleled conforming feel with exceptional support. “Fostering a spirit of collaboration, this partnership brings together the sleep industry’s best in product design and innovation coupled with Mattress Firm’s national footprint to bring better sleep to people across the country,” said Michael Traub, CEO of Serta Simmons Bedding. “Through our shared commitment to our customers, these products ultimately deliver compelling value based on their individual needs and sleeping preferences.” Continuing its mission to curate the best and latest in sleep technology, Mattress Firm also announced today that it will soon begin a pilot partnership with the Purple® Bed. Purple’s patented Hyper-Elastic Polymer™ is engineered for comfort and responds to pressure without making sleepers compromise between soft or firm. “Purple has experienced tremendous success reaching customers online, however, there is an even greater opportunity when you intersect online with offline tactile store experience. Mattress Firm is the largest brick-and-mortar specialty mattress retailer in the country and they are phenomenal at what they do,” said Sam Bernards, CEO of Purple. “A partnership between Purple and Mattress Firm allows each company to do what they do best while reaching new and wider markets. We believe this will allow us to bring comfort to millions of people across the United States.” “The Purple Bed offers people something more powerful and unique than any other bed-in-a-box company,” said Dickenson. “The product is backed by proven innovative technology. We’re excited to offer people the opportunity to try a Purple bed and purchase these products in our stores.” About Mattress Firm Founded in 1986, Mattress Firm strives to help customers find the beds they want at the price that fits their budget. Today, Mattress Firm has grown to be America’s largest bed retailer, with more than 3,000 neighborhood stores and a passion for helping people find the right bed. Mattress Firm helps customers’ budget stretch further with a broad selection of mattresses and bedding accessories from leading manufacturers and brand names, including Serta, Simmons, Dream Bed, tulo and Sleepy’s. In 2016, Mattress Firm was acquired by Steinhoff International Holdings. Committed to serving its communities, the Mattress Firm Foster Kids, a program of the Ticket to Dream Foundation, hosts six collection drives a year in communities nationwide to ensure that foster children have the resources needed to succeed. About Serta Simmons Bedding, LLC Serta Simmons Bedding, LLC (“SSB”) owns and manages two of the largest bedding brands in the mattress industry – National Bedding Company L.L.C. (the largest licensee and majority shareholder of Serta, Inc.) and Simmons Bedding Company, LLC. SSB is based in Atlanta and operates 32 manufacturing plants in the United States, six in Canada and one in Puerto Rico. Its subsidiary, National Bedding Company L.L.C., is based in suburban Chicago and markets a broad range of products under the Serta® brand, including Perfect Sleeper®, iComfort®, Sertapedic®, Bellagio® at Home® and a portfolio of licensed products. In addition to National Bedding Company L.L.C., Serta, Inc. has five other independent licensees in the United States that manufacture and market Serta-branded products. SSB’s other subsidiary, Simmons Bedding Company, LLC, is based in Atlanta and markets a broad range of products including Beautyrest®, Beautyrest Black®, Beautyrest® Sleeptracker® and BeautySleep®. Both subsidiaries also serve as key suppliers of beds to many of the world’s leading hotel groups and resort properties. About Purple After 20 years of creating and licensing comfort products, Tony and Terry Pearce launched Purple in January 2016. The founders have been granted 34 patents in the advanced cushioning arena. Sixteen patents and pending patents were used in creating the World’s First No-Pressure™ Mattress and future products. Launched in January 2016, Purple has become a leader in sleep and comfort technology. Its products change lives through dramatic improvements to the quality of sleeping, sitting and standing.