Select Comfort Launches Expansion Into Canada; Company Announces New Strategic Alliance with Sleep Country Canada

Initially, Sleep Country Canada plans to offer the Sleep Number(R)bed at its 45 retail locations in the greater Toronto area. Productwill be in stores and available by Boxing Day, a national holidaycelebrated in Canada on December 26. Plans call for expansion of theprogram to all of Sleep Country Canada's 108 retail locations inBritish Columbia, Alberta, Manitoba and Ontario throughout 2006.

Select Comfort and Sleep Country Canada plan to jointly launch anintegrated marketing campaign, including television, radio, directmail, and Web site support. This campaign will supplement the mediainvestment Radisson Hotels & Resorts(R) is currently making in Canadain support of its partnership with Select Comfort in North America andthe introduction of the Sleep Number(R) bed at its hotels in up to 90percent of its rooms by the end of 2006.

"This growth initiative represents a major introduction of theSleep Number(R) bed outside the U.S. and is an important first step inachieving our mission to improve people's lives by improving theirsleep on a global scale," said Wendy Schoppert, senior vice president,new channel development and strategy, Select Comfort. "Sleep CountryCanada was a natural first choice as a partner, with its sharedcommitment to unparalleled customer service, a unique and educationalin-store shopping experience and a knowledgeable sales force that isdedicated to helping customers achieve the best night's sleeppossible."

Tom Ryan has been appointed general manager, Canada, for SelectComfort and will relocate to Toronto to lead the company's Canadianexpansion efforts. Ryan has been with Select Comfort for nearly 10years, most recently serving as the New York/New Jersey marketmanager, where he was instrumental in orchestrating the successfulopening of the company's two Manhattan stores.

"At Sleep Country, we believe a great choice of mattresses willhelp ensure a great night's sleep," said Christine Magee, co-founderand president of Sleep Country Canada. "For the customer, the firststep is a wide selection that now includes the innovative Sleep Numberbed brand. The second step is to work with Sleep Country Associateswho have the knowledge to find the mattress that's right for you.That's what makes Sleep Country the best place to buy a mattress inCanada."

The Sleep Number(R) bed utilizes patented technology that allowsthe mattress to be quickly adjusted for personalized comfort on eachside of the bed via a handheld remote control. A SLEEP NUMBER(R) is anumber between zero and 100, which represents the ideal combination ofmattress comfort, firmness and support for each individual.

In addition, the Sleep Number(R) bed is clinically proven toreduce back pain and improve sleep quality. In independent clinicalstudies, 87 percent of participants who slept on a Sleep Number bedreported improved sleep quality, from falling asleep faster tospending less time tossing and turning; 93 percent reported back-painrelief; and 90 percent said other aches and pains were reduced.

About Sleep Country Canada (www.sleepcountry.ca)

Sleep Country is Canada's number one mattress retailer --providing outstanding in-store and home delivery service to Canadiansfrom 109 stores across the nation. The company is a leader in nine ofCanada's major markets: Vancouver, Victoria, Kelowna, Edmonton,Calgary, Winnipeg, London, Toronto and Ottawa. With more than 700associates across the country, Sleep Country was recognized in theGlobe and Mail as one of Canada's 50 Best Employers in 2005 andrecently celebrated its 100th store opening and millionth mattresssold.

Founded in 1994, the company has demonstrated a track record ofgrowth and stability. Sleep Country Canada Income Fund is anopen-ended limited purpose trust that owns 100% of the votingsecurities of Sleep Country Canada Inc. The Fund's units are listed onthe Toronto Stock Exchange under the symbol Z.UN.

About Select Comfort

Founded in 1987, Select Comfort Corporation (NASDAQ:SCSS) is theleading bed retailer in the United States(1), holding 32 U.S. issuedor pending patents for its personalized sleep products. The companydesigns, manufactures and markets a line of adjustable-firmnessmattresses featuring air-chamber technology, branded the SleepNumber(R) bed, as well as foundations and sleep accessories. SELECTCOMFORT(R) products are sold through its nearly 400 U.S. retailstores; through selected bedding retailers; through its nationaldirect marketing operations; and on the Internet atwww.selectcomfort.com.

(1) Top 25 Bedding Retailers, Furniture Today, May 23, 2005