Select Comfort Announces New Advertising Agency; NewYork-based Messner Vetere Berger McNamee...

Business Editors

MINNEAPOLIS--(BUSINESS WIRE)--June 19, 2000

Select Comfort Corporation (NASDAQ: SCSS), the Minneapolis-based personal sleep solutions company, announced today a return to its partnership with New York-based advertising agency Messner Vetere Berger McNamee Schmetterer/EURO

Select Comfort's relationship with MVBMS dates back to 1997 when the two companies began a two-year investigation of building the Select Comfort brand. "I was impressed with the high caliber of work that was created by MVBMS for Select Comfort in the past," said Select Comfort's new CEO, Bill McLaughlin. "MVBMS is the perfect choice to help us quickly design and execute our break-out brand and marketing program. They are a large and talented agency, and share our passion to help consumers discover Select Comfort's revolutionary sleeping system that offers personalized comfort and support."

Increasing Select Comfort's brand awareness was identified as a key strategic priority in 2000. MVBMS will be charged with repositioning the brand using a variety of broad reaching mediums. "They are known for innovative creative and building businesses for the world's most forward thinking companies," said Ted Atkinson, Select Comfort Senior Vice President and Director of Marketing. "We are impressed by the top level team they are willing to commit to our business, and feel that they are best suited to help us design a comprehensive breakthrough advertising campaign. We will be working closely with MVBMS over the next few months and expect to begin to roll out new creative messages and marketing strategies later this year," Atkinson continued.

"Reuniting with Select Comfort is an opportunity to continue to build their brand as their business evolves into a sleep solution oriented positioning," said Ron Berger, CEO, MVBMS. "We are excited to work with a company that has such a great product that provides real benefits for consumers."

Select Comfort earlier announced that it is ending its relationship of 15 months with Minneapolis-based agency Kruskopf Olson which has helped the company develop brand advertising and marketing communications for local retail markets. "Kruskopf Olson did a good job supporting our local advertising needs and we wish them well as they transition to new accounts in the future," said Atkinson. Atkinson also reported that current project work assigned to Minneapolis-based agencies FAME, Designwrite Advertising and the Haworth Group is not affected by this change.

New York-based Messner Vetere Berger McNamee Schmetterer/EURO RSCG is among the top 20 advertising agencies in the United States. Known for its innovative solutions on behalf of the world's most forward thinking companies, the agency's client roster includes CNN, Diamond.com, Evian, Intel, Glaxo Wellcome, Hallmark, International Paper, jcrew.com, J.P. Morgan, WorldCom, Nasdaq, Nestle Frozen Foods, New Balance, Oppenheimer Funds, Philips Electronics, Schering-Plough, Searle, Subway, Todos (to2.com) and Volvo.

MVBMS is part of EURO RSCG Worldwide, the world's fifth-largest advertising network. It is comprised of 176 agencies in 72 countries located throughout Europe, North America, Latin America and Asia and has more than 7,000 employees worldwide.

Founded in 1987, Select Comfort Corporation is the leader in sleep solutions technology, holding 24 U.S. issued or pending patents for its products. The company designs, manufactures and markets a line of mattresses with adjustable firmness, as well as foundations and sleep accessories. Select Comfort's products are sold through 334 retail stores located nationwide; including 33 leased departments in Bed Bath & Beyond stores, through its national direct sales operations, and on the internet at www.selectcomfort.com.

Statements used in this press release that relate to future plans, events, financial results or performance are forward-looking statements as defined under the Private Securities Litigation Reform Act of 1995. Actual plans, events, results and performance may differ materially from those anticipated as a result of certain risks and uncertainties, including but not limited to the company's ability to create product and brand name awareness, the efficiency and effectiveness of the company's marketing and advertising, economic trends, industry competition, as well as the risks and uncertainties detailed from time to time in the company's filings with the SEC, including the company's registration statement on Form S-1, the Annual Report on Form 10-K and other periodic reports filed with the SEC. The company has no obligation to publicly update or revise any of the forward-looking statements that may be in this news release.