Sleep Number launching ‘it bed’ in a box

The it bed by Sleep Number

MINNEAPOLIS – Air bed retailer Sleep Number is launching a bed-in-a-box that it says is unlike others in that rapidly growing category.The company is introducing the “it bed,” which it describes as “a revolutionary new smart bed that combines dual adjustability, sleep knowledge and connectivity for better sleep.”

The “it bed” will be available atwww.itbed.com starting Sept. 19. The bed is delivered directly to doorsteps and compressed into a sleek box, the company said.

Sleep Number said it developed the new “it bed” brand for first-time bed buyers and digitally savvy individuals who recognize that quality sleep is essential to their life.

Designed for today’s connected lifestyles, the “it bed” is adjustable on each side and features technology that helps consumers sleep better, the company said. It retails for $1,099 in queen.

“Your phone is smart, your TV is connected, and your car has integrated apps; now it’s time technology helped people sleep better,” said Shelly Ibach, president and CEO ofSelect Comfort, which manages the Sleep Number brand. “We are redefining what people should expect from their bed. The ‘it bed’ delivers an effortless buying and sleep experience. With this new brand, we are excited to offer the individualized benefits of a Sleep Number bed to a whole new generation of customers.”