PURPLE TRANSFORMS LUXURY SLEEP WITH NEW REJUVENATE COLLECTION FEATURING GRID TECHNOLOGY - THE MOST COMFORTABLE MATTRESS OF ALL TIME

Rhea-AI Summary

Purple has launched its premium Rejuvenate Mattress Collection, featuring innovative DreamLayer™ Technology and GelFlex Grid®. The new line includes four luxury models ranging from $4,999 to $7,999, showcasing advanced sleep technology for superior pressure relief and temperature regulation.

Key features include:

• Up to 35% more immersion and 71-91% reduction in high-pressure regions
• 23% decrease in peak pressure for side sleepers
• Multiple layers of GelFlex Grid® for enhanced support
• Improved temperature control and breathability

The collection offers four models:

• Rejuvenate: 2" Grid ($4,999)
• Rejuvenate Plus: 3" Grid ($5,999)
• Rejuvenate Premier: 4" Grid ($6,999)
• Rejuvenate Ultimate: 5" Grid ($7,999)

Available through Purple.com, retail stores, and select nationwide retailers.

Positive

• Launch of premium Rejuvenate Collection with higher price points ($4,999-$7,999) indicates move into luxury segment
• Proprietary DreamLayer technology and GelFlex Grid innovations demonstrate R&D capabilities
• Multiple product tiers (4 models) allow for price segmentation and broader market reach
• Expanded distribution through own retail stores and select nationwide retailers
• Patent-protected technology creates competitive advantage

Negative

• High starting price point ($4,999) may limit market accessibility
• Significant investment in new technology development and manufacturing required
• Premium pricing strategy risks during uncertain economic conditions

Insights

Luxury Retail Analyst

Purple's entry into premium luxury mattress market with $4,999-$7,999 Rejuvenate Collection signals strategic upmarket expansion with proprietary technology.

Purple Innovation's introduction of the Rejuvenate Collection represents a significant strategic pivot into the high-end luxury mattress segment with price points starting at $4,999 and reaching $7,999 for their ultimate model. This premium positioning marks a substantial departure from their traditional offerings, potentially diversifying their revenue streams and enhancing margin profiles.

The collection's four-tiered pricing architecture ($4,999, $5,999, $6,999, and $7,999) establishes a clear value ladder, with each successive model featuring increased GelFlex Grid® material—ranging from 2" in the base model to a combined 5" in the Ultimate version. This graduated approach follows established luxury goods marketing principles that typically drive consumers toward mid and higher-tier options.

Purple's emphasis on proprietary technology creates meaningful differentiation in the competitive luxury mattress landscape. The newly introduced DreamLayer™ technology, featuring quantifiable performance metrics like "up to 35% more immersion" and "71-91% reduction in high-pressure regions," provides tangible justification for premium pricing.

The omnichannel distribution strategy—making the collection available online, in company-owned retail locations, and through select national retail partners—maximizes market reach while maintaining brand control. This multi-channel approach is essential for high-ticket items where consumers typically prefer direct product interaction before purchase.

This upmarket expansion could potentially strengthen Purple's overall market positioning, allowing them to compete more directly with established luxury sleep brands while preserving their existing market segments.

New DreamLayer™ Technology Provides Unparalleled Pressure Relief in Four New Rejuvenate Mattress Models

SALT LAKE CITY, April 29, 2025 /PRNewswire/ -- Purple Innovation, Inc ("Purple"), (NASDAQ: PRPL) the world leader in mattress technology and inventor of GelFlex Grid®, today announced their new Rejuvenate Mattress Collection reaffirming the brand's commitment to the greatest sleep ever invented. With new, layered grid technology, this line is a breakthrough in luxury sleep performance that offers pressure relief and support that is unparalleled by conventional foam or hybrid designs.

The collection introduces Purple's DreamLayer™ technology, a revolutionary combination of patented GelFlex Grid® innovations. Engineered for deeper immersion and superior support, this collection transforms sleep into a truly restorative experience for all sleep positions. 

All mattress models have been engineered with new multi-layer Grid configurations allowing for a floaty, instantly relieving feel, superior sleep benefits, and improved articulation when used with adjustable bases. By bringing the GelFlex Grid® closer to the surface, the new DreamLayer™ technology enhances breathability while delivering adaptive pressure relief, creating a cooler, more indulgent sleep experience than ever before. Every detail has been thoughtfully designed to bring luxury to sleep by providing next-level comfort, aligning support, and effortless sleep every night.

Features of the new collection include:

• DreamLayer™ Technology: A patented top layer for immediate comfort, pressure relief and temperature balance, for a floating sensation that helps you fall asleep faster and stay asleep longer.
• Layered Grid Innovation: Multiple layers of GelFlex Grid® deeply cradling your body while maintaining total support in every sleep position.
• Temperature Bliss: The GelFlex Grid® dissipates heat significantly better than foam, ending hot nights and delivering uninterrupted, refreshing sleep.
• Optimized for Pressure Relief: Testing shows up to 35% more immersion, a 71-91% reduction in high-pressure regions, and a 23% decrease in peak pressure for side sleepers—ensuring even weight distribution and full-body conformation.

"Purple's commitment to redefining comfort is at the heart of every innovation. We're reinventing luxury sleep with modern design and technology—replacing the traditional 'pillow top' beds of yesterday," said Jeff Hutchings, Chief Innovation Officer at Purple. "With our Rejuvenate collection, we've harnessed our most advanced sleep technologies and created a mattress that delivers both luxurious comfort and next-level performance."

The new Rejuvenate line will be offered in four different mattress models starting at $4,999. Each model includes DreamLayer™ technology with unique configurations designed to solve common sleep problems:

• Rejuvenate (from $4,999) – Features a 2" GelFlex Grid® for adaptive support, Active Response Foam for comfort, and Dynamic Grid Support for optimal performance of the Grid.
• Rejuvenate Plus (from $5,999) – Upgrades to a 3" GelFlex Grid®, delivering 50% more pressure-relieving material than the Rejuvenate.
• Rejuvenate Premier (from $6,999) – Enhances pressure relief with two layers of 2" GelFlex Grid®, totaling 4", plus Active Response + Foam for improved spinal support.
• Rejuvenate Ultimate (from $7,999) – The most luxurious model, featuring 3" and 2" layers, totaling 5" of GelFlex Grid®, for ultimate pressure relief and superior comfort.

The line is now available for purchase online at Purple.com, in Purple retail stores, and at select nationwide retailers. 

About Purple  

Purple is an innovation-led creator of mattresses and pillows, and the originator of pain-relieving GelFlex Grid® technology — the most significant advancement in sleep science for decades. This unique, proprietary feature of Purple products is proven to reduce aches and pains and provides superior pressure relief, temperature balance and responsiveness to movement. The result? Deep, uninterrupted sleep for every type of sleeper. Purple products, including mattresses, pillows, seat cushions, frames and more, can be found online at Purple.com, in over 57 Purple stores and in 3,000+ retailers nationwide.

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SOURCE Purple

FAQ

What is Purple's (PRPL) new Rejuvenate mattress collection price range?

Purple's Rejuvenate mattress collection ranges from $4,999 for the base model to $7,999 for the Ultimate model, with Plus ($5,999) and Premier ($6,999) options in between.

How does Purple's (PRPL) DreamLayer technology improve sleep quality?

Purple's DreamLayer technology provides immediate comfort through a patented top layer that offers pressure relief, temperature balance, and a floating sensation to help users fall asleep faster and stay asleep longer.

What are the pressure relief benefits of Purple's (PRPL) new Rejuvenate mattresses?

Testing shows the new Rejuvenate mattresses provide up to 35% more immersion, 71-91% reduction in high-pressure regions, and 23% decrease in peak pressure for side sleepers, ensuring even weight distribution.

How many inches of GelFlex Grid does each Purple (PRPL) Rejuvenate model have?

The Rejuvenate has 2 inches, Rejuvenate Plus has 3 inches, Rejuvenate Premier has 4 inches (two 2-inch layers), and Rejuvenate Ultimate has 5 inches (3-inch and 2-inch layers) of GelFlex Grid.

Where can I buy Purple's (PRPL) new Rejuvenate mattress collection?

The Rejuvenate mattress collection is available for purchase online at Purple.com, in Purple retail stores, and at select nationwide retailers.