- Simmons and Charli and Dixie D’Amelio announced a mattress collaboration on Monday.
- The mattress brand’s partnership with TikTok influencers suggests the brand is looking to target a younger audience.
- See more stories on Insider’s business page.
As TikTok expands, brands from Dunkin’ to Aerie are working on attracting the app’s growing user base. And now, the mattress company Simmons is partnering with two of the platform’s biggest stars: Charli and Dixie D’Amelio.
The sisters announced a partnership with Simmons on Monday.
Charli and Dixie D’Amelio, who have 113 million and 51 million followers on TikTok, respectively, are pictured on Simmons’ home page standing in front of a mattress with a jaunty turquoise-and-white print “designed by Charli & Dixie D’Amelio for creators like you.” The press release says that the D’Amelio sisters chose the mattress cover.
“Our beds are the new offices for our generation,” Charli D’Amelio said in a press release. The product page for the mattress echoes the sentiment, with language mimicking the slang popular on TikTok: a motion isolation layer on the mattress is described as “no wakey wakey.”
The Charli & Dixie x Simmons memory foam mattress starts at $499 for a twin-sized mattress and goes up to $699 for a king size. Simmons says that the mattress features gel memory foam and leans slightly more plush than firm. The mattress is subject to Simmons’ usual shipping terms – it comes in a box and has a 100-night trial period.
The mattress’ launch will be commemorated with the sisters competing against each other in “a family-friendly showdown to turn two fans’ boring bedrooms into stunning creative studios,” according to the announcement. Entrants post a video of their bedroom on TikTok using the hashtags #SimmonsDreamRoom and #Contest, then enter via the Simmons website. The contest will close in coming months when the remodeled bedrooms will be posted on social media for fans to decide a winner.
The D’Amelio sisters have partnered with other brands in the past, including a popular collaboration between Charli D’Amelio and Dunkin’, which introduced an iced coffee drink named after the 16-year-old influencer.
TikTok is particularly useful for retailers looking to target younger audiences. A Cowen report cited by Insider found that the majority of users were under 24.