Milton Sleep Co.—a manufacturer of mattresses under the Serta brand for 70 years—has launched its own “full-scale retail line” of 30 new mattresses made in its manufacturing facility in southern Dallas County.

The company, which said it has “more than six million mattresses” under its belt since its 1940 founding, tested a new mattress of the company’s own design in 2022 and said the combination of comfort, features, and competitive price turned out to be a hit in its first year on the retail floor.

As a result, Milton said it’s rolling out the new mattress line, all built in-house by skilled craftsmen and craftswomen in its facility near the Dallas-DeSoto border.

“The fact that we’re made domestically is a big deal to us,” Milton Sleep Co. President Michael Karotkin, grandson of the company’s founder, told the Dallas Morning News recently. “We see this as an avenue to say, ‘Hey, we’ve been doing this for decades and know what we’re doing. It’s made right here in Texas. We’re going to come straight to you with value that you can trust, because that’s who Milton is.’”

All mattresses in Milton’s private label line are named after small towns in the state, the company said.

“Our team had one goal,” Katie O’Connor, brand director of Milton Sleep Co., said in a statement. “We wanted to use our decades of manufacturing experience to build a better bed, period. We developed the new line by paying attention to the fundamentals as well as new materials that make a real impact on comfort.”

Mattresses with ‘a Texas flair’

Photo: Milton Sleep Company

The company said its new collection features a variety of mattress types, including mattress-in-a-box, hybrid, and innerspring, each meticulously engineered to deliver optimal support and comfort.

Milton said key features of the new mattress collection include:

• Advanced Cooling Technology: Beat the heat with mattresses equipped with innovative cooling materials, ensuring a refreshing and comfortable sleep environment.
• Enhanced Support and Alignment: Say goodbye to morning aches and pains with mattresses engineered to provide optimal spinal alignment and pressure relief, promoting restorative sleep.
• Customizable Options: Tailor your sleep experience with customizable features such as firmness levels and mattress sizes, ensuring a perfect fit for every preference.

Each mattress in the new line is named for small Texas towns, a tip of the hat to Milton’s roots as a manufacturer that launched in Lockhart, the company said.

Why some customers will ‘flip’

Milton said that among the new line-ups are eight two-sided mattresses, giving consumers the opportunity to extend the life of their mattresses by turning them over.

Per the company, some of the mattresses in the line include:

• Lometa – “Named for a town near the bend of the Colorado River with both a single stoplight and a winery, this mattress focuses on delivering comfort and joy.”
• Pleasanton – “A Texas Hill Country town with the name says it all, just like this mattress—friendly comfort.”
• Bastrop – “This town is nestled in a southern pine forest and is known for being a cool respite every summer. With Texas heat, a cool mattress is a welcome comfort.”
• Windcrest – “Known area-wide for its annual Christmas Light Up of Homes, every day feels like Christmas when you wake up on this mattress.”

“The fact is for decades millions of Texans have slept on a bed we built, but it had a different label,” Director of Sales Mark Redd said in a statement. “Now they can rest assured that their Milton bed was made by people who refused to turn their reputation over to anyone else. We built it. We stand by it from dusk to dawn and beyond.”

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