From Home Furnishing Business
2 Retailers Join Mattress 1st Program
Two retailers have joined buying group Furniture First’s Mattress 1st network of retailers.
Wilson Furniture of Bridgeport, Ohio, and Bears Furniture and Mattress Den are the 29th and 30th stores to become part of the network.
Wilson Furniture has been a member of Furniture First since the beginning of 2013 and Bear’s Furniture, with stores in Franklin and Cranberry, Pa., has been a member since 2007.
Introduced in 2013, the Mattress 1st store concept allows approved members to open either a free-standing mattress store or incorporate a store-within-a-store in their existing full-line furniture stores. The stores work with Knorr Marketing and Martin Roberts Design to implement the Mattress 1st concept with dedicated advertising, display elements and distinct floor layout.
Each Mattress 1st store owner is part of an advisory council that plans promotions for the group. The program has requirements that must be met, it allows retailers flexibility in managing the merchandise and brands displayed in the store.
“Our approach is standardized, but it is not a one size fits all approach and stores have the flexibility to display a mix of brands in their Mattress 1st stores,” said Andrew Kauffman, Furniture First’s vice president of sleep products and markets. “The results have been outstanding for our members. Most see their percent of sales to overall business for mattresses double.”