Gen Z is the inspiration behind a new bedding collaboration by two major sleep solutions companies. Allied Home has forged a licensing partnership with Simmons Beauty Rest for the launch of the new Simmons Natural-Filled bedding collection, which officially launched during New York Home Fashions Market last month. Ready to hit retail stores by first quarter of 2022, the new program was developed to complement the 150-year-old mattress brand's new voice and image, which is drawn from "how Gen Z is hanging out in beds today - a place where younger people are spending more time than just getting sleep." Jody Folino, Allied Home president of sales and merchandising, elaborated: "Gen Z use their bedrooms - and particularly their beds - as a creative space to work from home or consume and create content. We are excited to offer a line of cozy bedding pieces to help keep them as comfortable and inspired as possible. [And] we are delighted to collaborate with such a legendary brand and be part of its new basic bedding collection."
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