Daily News
From Home Furnishing Business
King Koil Continues Westward Expansion with 71 New Stores in California
May 1,
2019 by Laurie Northington in Business Strategy, Industry 
Mattress manufacturer King Koil has announced its expansion in California, adding 71 retail doors to its growing retail portfolio in the West.
The company continues to expand its footprint with independent, regional partners as it ramps up production at its Phoenix-area factory.
The latest retailers flooring King Koil products include San Diego-based Mor Furniture For Less, Orange County, Calif.-based Orange County Mattress and Fresno, Calif.-based Mattress Land. King Koil products are also sold at Sit ‘N Sleep 39 locations throughout Southern California.
All four retailers are serviced from King Koil’s year-old factory in Avondale, Arizona, since opening its doors in the spring of 2018.
“As we continue our shift from a licensee model to a direct-to-retail manufacturing model in the U.S., it’s gratifying to see the support we’re getting from key retailers. The reaction to our new product line has been very robust and we are excited to see this increased activity in the western U.S.,” said David Binke, CEO of King Koil.
Under the new business model, King Koil no longer has domestic licensees, and its products are made at either the company-owned factory in Arizona or through its strategic partnership east of the Mississippi River with Blue Bell Mattress Co., which has been a manufacturing partner with King Koil for more than 50 years.
Mor Furniture For Less was founded in 1977 as a waterbed specialty store but transitioned into a full-line furniture retailer in the early 2000s. It now has 34 stores in seven western states. Mattress Land has 22 stores in California, Nevada and Idaho, while Orange County Mattress has 14 stores in Orange County and the Los Angeles area.