Serta, Inc. was established during the worst years of the Great Depression. Having debated the merits and demerits of working together, an assembly of 13 independent mattress manufacturers using the same licensing formula employed by Coca-Cola formally organized in 1931 and incorporated their businesses under one name, Sleeper, Inc.The first decision made under the new flagship company was to establish strict guidelines for all of the products Sleeper, Inc. would manufacture, and then devise a strategy for marketing those products under an agreed-upon brand name. Sleeper, Inc. quickly researched and developed its first brand-name mattress, Perfect Sleeper, in 1932. The first tuftless mattress ever made, the Perfect Sleeper was an immediate success.1941, the association of companies comprising Sleeper, Inc. voted to change the name of the company to Serta-Sleeper Associates.
Serta discovered that the vast majority of consumers would be more than willing to spend larger amounts of money for brand names that they knew and had come to trust, rather than pay less for products without brand-name recognition.The 1960s were good years for Serta. Sales increased steadily as the company's advertisements, especially on television, provided a high-profile visibility for its quality mattresses. As sales increased, management decided it was an appropriate time to develop a strategic expansion plan for North America. Thus by the end of 1965, Serta had expanded its organization to include 39 plants and facilities across the United States and Canada, including new operations in Montreal, Toronto, Vancouver, and Winnipeg, as well as in Clear Lake, Iowa; Beloit, Wisconsin; Houston, Texas; and other U.S. cities.
By 1976 the company's research and development personnel had developed the industry's first Pillow Soft mattress, designed specifically for people who had difficulty sleeping on a hard mattress. The Pillow Soft mattress, which combined elements of a firm spring mattress with a soft, pillow-like exterior, was one of the most successful products in the history of the company.
in 1980 management made the decision to implement a major overseas expansion program. The first stage involved the establishment of facilities in both Mexico and Puerto Rico
During the 1990's the introduction of the Serta Triple Beam bed frame, widely regarded as the strongest and most durable in the industry, and the Perfect Night luxury mattress collection, which soon became Serta's most successful product to date were introduced.
By the end of 1998, Serta had developed into a $670 million company, with 31 mattress factories and facilities throughout North America, and 23 plants and offices overseas. With its position as the second largest manufacturer of mattresses in the world
Serta is famous for its "Counting Sheep" ads which feature animated sheep complaining that the company's mattresses are putting them out of business.
Serta’s licensee structure allowed for each factory to develop its own best methods. The Quality Assurance department was responsible for evaluating these methods and determining which should be “Best Practices”. Tim was responsible for creation of a “Best Practices” manual where those methods were communicated via written manual and video to all Serta licensee factories. Tim was promoted to Vice President of Corporate Operations in 1999 and took over the active manufacturing and marketing support of Serta’s 20+ International Licensees while maintaining the management responsibility for Serta’s Quality and Vendor Partner programs.
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