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Expanded Outlet for Sleep Number Beds

By Home Furnishings Business in on January 2006 Specialty bedding manufacturer and retailer Select Comfort has expanded its partnership with two of the largest bedding retailers to market its Sleep Number beds in more stores.

Sleepy's and Mattress Firm announced this week a commit to boost the store counts that carry the Sleep Comfort Sleep Number line. The 123 additional stores are expected to have the product in stock by March.

According to a company statement issued Thursday, the additional store count expands the availability of the Sleep Number bed to 431 retail partner doors nationwide.

Minneapolis-based Select Comfort sells its product through about 400 Select Comfort stores, retail partnerships like the ones with Sleepy's and Mattress Firm, through direct marketing and via its Web site.

Sleepy's, based in Bethpage, N.Y., will now carry the Sleep Number bed in 138 stores throughout the Northeast. The retailer introduced the line at 45 of its Long Island stores in August. Sleepy's is Select Comfort's largest retail partner and operates about 400 stores.

Houston-based Mattress Firm, an affiliate of Sun Capital Partners, will add the product to 30 of its Florida stores, expanding its distribution to 75 locations in three states. The retailer also introduced the Sleep Number line to select stores in August.

"We are very excited about the expanded relationship with Select Comfort and believe it will help both companies increase volume and expand market share," said Mike Bookbinder, executive vice president of Sleepy's, in the release.

Mattress Firm, an affiliate of Sun Capital Partners, Inc., will add the Sleep Number bed to 30 of its Florida-based stores, expanding their distribution to 75 locations in three states. In August 2005, Mattress Firm introduced the Sleep Number bed at 45 of its stores located in Atlanta, San Antonio and Austin, Texas. The bedding retailer operates over 250 company-owned stores in 22 markets and supports an additional 50 franchisee locations in eight markets.

"Customer response has been extremely positive to the Sleep Number bed in the markets where we've introduced it, and we're excited to expand its availability within the Mattress Firm chain," said Steve Stagner, Mattress Firm's chief operating officer, in the release. "Our commitment is to offer the broadest selection and best customer experience in the industry, and the Sleep Number bed is an important addition to our mix."

Keith Spurgeon, Select Comfort senior vice president and general manager, said the initial phase of the relationship with Sleepy's and Mattress Firm was on track and the expansion of distribution was on target.

"By gradually increasing the availability of the Sleep Number bed at these retail locations, we are able to provide their sales professionals with the training necessary to support consumer interest in our products and help ensure our mutual success over the long-term," Spurgeon said in the release.

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