Metro Mattress Opens First-Ever Chattam & Wells Boutique Shop

August 31, 2022  by HFBusiness Staff in Business Strategy, Industry   

Located on the second floor of its store in the affluent town of Greenwich, the 2,500 square-foot upscale retail concept was inspired by the design of the Chattam & Wells environment in Spring Air’s Las Vegas showroom, and features rich wood floors, a current neutral color palette and a red carpet to showcase the high-end line encompassing seven mattresses.

Taking design cues from the furniture side of the business, Spring Air’s Chattam & Wells brand was revamped earlier this year. With a signature cotton velvet and a Chesterfield pattern inspired by a major home furnishings specialty retailer, the Chattam & Wells line features layers of custom silk damask, cashmere, Talalay latex and horse tail fibers for supreme softness. The Chattam & Wells mark, a crown, is incorporated into the panel with subtle tone-on-tone stitching.

Mattresses retail from $2,499 to $6,999 in queen.

The new Metro Mattress store is located in a section of Greenwich known as Designer’s Row and is situated near a Duxiana ultra high-end bedding store, a Mitchell Gold/Bob Williams furniture store, and an exotic car dealership.

William Spudis, president and CEO of the 54-store, family-owned bedding chain, said that he plans to open additional Chattam & Wells-only sleep shops in other affluent communities in the Northeast.

“The luxury consumer buys into craftsmanship, raw materials and high quality,” he added. “I believe there is value to be found at every price point, and in the ultra-premium space that we’re playing in, we offer a better mattress than any other luxury brands out there.”

Spudis plans to use the Greenwich location to develop relationships with interior designers and decorators in the area and has begun the formation of a design coalition, starting outreach with wine and cheese parties in the store to introduce them to the brand.

“Affluent consumers in this market rarely do their own shopping; they trust designers to do it for them, so developing these relationships is crucial,” he said. “We romance the entire purchase experience, from the right merchandising to storytelling the tangible differences of the line.”

“We are very excited about what Bill and his team at Metro have created with the Chattam & Wells boutique,” said Nick Bates, president of Spring Air International. “I believe they have truly captured the essence of the brand and they have brought this concept into their other retail locations and have been selling our luxury line at an incredible pace.”