Designer Nate Berkus has teamed with Beautyrest to develop a line of mattresses.

Designer and HGTV host Nate Berkus is jumping into the sleep products category through a new 15-month partnership with Serta Simmons Bedding’s Beautyrest lineup.

The partnership, dubbed a “limited edition” program, includes a mattress, mattress protector and pillows that will be sold through SSB’s retail partners and online via the company’s website.

Berkus is no stranger to home décor and holds licensing agreements with fabric brand Kravet, window treatment company The Shade Store, a bed, bath and home organization coming soon from m Design Home Décor and a furniture offering with California-based retailer Living Spaces in conjunction with his husband and HGTV co-host Jeremiah Brent. Mattresses, however, have been missing from his portfolio.

Likewise, SSB isn’t a newcomer jumping into bed with heavy-hitting names for product design and marketing appeal. There was the race car sponsorship with Dempsey Racing, owned by actor Patrick Dempsey of “Grey’s Anatomy” fame, in 2014. In 2016, the company signed NFL quarterback Tom Brady — formerly of the New England Patriots and today’s leading man with the Tampa Bay Buccaneers — to pitch Beautyrest Black.

More recently, the company tagged wedding gown designer Christian Siriano last year to design a mattress to coincide with wedding season.

The Beautyrest by Nate Berkus collection includes a mattress offered in plush and extra firm, down pillows and a mattress protector. The mattress cover, made with Seaqual fabric made from plastic bottles recovered from oceans, is a signature design of Berkus’ with a subtle nod to herringbone styling. The mattress is made with zoned pocketed coil technology, cooling properties, memory foam and antimicrobial protection.

The Berkus partnership feels different. Like his HGTV counterparts the Scott Brothers, who have a mattress line with Restonic, Berkus knows homes and design. He understands how families yearn to make a house a home.

In my conversation with him, he shared that he has spent much of his career as a designer advising clients and viewers to spend wisely and buy a used rug that can be cleaned or lighting that can be rewired and given a new life.

“Every other category in the home can be restored,” Berkus said. “Upholstery and mattresses are the two things that people should almost always buy new. A mattress is something that you spend your money on, and quality matters. Your mattress is your mattress, and it’s an important foundation piece.”

Another key element of the collection that spoke to him: the sustainability component.

Berkus said the sustainability aspect resonates with his overall design aesthetic. He called it irresponsible not to take advantage of the Seaqual covers and incorporate them into the product. The queen mattress includes 50 plastic bottles fished from the sea.

So, why a mattress collection and why now? Berkus says he doesn’t function on less than eight hours of sleep a night. He’s busy — designing home interiors, filming for “The Nate and Jeremiah Home Project,” husband and father to two children under the age of 10 — and sleep fuels him.

And maybe, just maybe, the biggest reason comes from the youngest in the Berkus-Brent household: The 4-year-old, who Berkus said is adamant that mattresses should bounce, gave the bed a test jump and declared it the right amount of bounce.

I’m Sheila Long O’Mara, executive editor at Furniture Today. Throughout my 25-year career in the home furnishings industry, I have been an editor with a number of industry publications and spent a brief stint with a public relations agency where I worked with some of the industry’s leading bedding brands. I rejoined Furniture Today in December 2020 with a focus on bedding and sleep products. It’s a homecoming for me, as I was a writer and editor with Furniture Today from 1994 until 2002. I’m happy to be back and look forward to telling the important stories impacting bedding retailers and manufacturers.

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