Serta is an American mattress manufacturer originally founded in 1931 when a group of 13 independent mattress manufacturers joined together under a common brand in Illinois. The cooperative model allowed individual licensees to produce Serta-branded mattresses while maintaining local ownership, a structure that helped the brand achieve national distribution rapidly. Serta is now part of Serta Simmons Bedding, LLC, which also owns the Simmons (Beautyrest) brand, making it one of the two largest mattress conglomerates in the United States.
Serta's product portfolio includes the iComfort line featuring cooling memory foam and gel technology, the Perfect Sleeper collection (the only mattress officially recommended by the National Sleep Foundation), and the premium iSeries hybrid models. The brand also produces adjustable bed bases, pillows, and mattress toppers. Serta mattresses utilize a variety of constructions including innerspring, memory foam, hybrid, and proprietary technologies like the 800+ individually wrapped coil system and Cool Action gel memory foam.
Serta holds one of the largest market shares in the U.S. mattress industry and its products are available through thousands of retail locations, furniture stores, and online channels. The brand is also a major supplier to the hospitality industry, with Serta mattresses found in hotel chains worldwide. Serta Simmons Bedding emerged from Chapter 11 restructuring in 2023 with reduced debt, positioning the company for renewed investment in product innovation and marketing. The Serta Counting Sheep mascot remains one of the most recognizable advertising characters in the mattress industry, contributing to strong brand awareness across demographics.