Daily News
From Home Furnishing Business
Surfside Casual in South Jersey is Now Gold Bond Mattress
April 13,
2025 by Karen Parrish in Business Strategy, Industry 
Knowing that differentiation is the key to successfully competing in today’s marketplace, Surfside Casual—a full-service home furnishings and design chain based in Somers Point, NJ—decided to reimagine their bedding department. Under the leadership of industry veteran Ken Mazda, each of the chain’s five South Jersey stores offer a private-label lineup that is exclusively comprised of 14 Gold Bond mattresses.
Mazda is an industry veteran who built Nationwide Discount sleep Centers into a 60-store Philadelphia-area chain he later sold to Mattress Giant and then led business development as vice president of 1-800 Mattress.
Starting at $499 and ranging up to $2,799, all of the stores’ private-label mattress models feature the signature Surfside Casual logo with an ocean in the background and carry island-inspired names. Most are also two-sided, one of Gold Bold’s key differentiators.
“One of the marketing tags we use is ‘50% more for 50% less,’ because you get double the mattress for half the price of the ‘S’ brands,” Mazda said. “Generationally speaking, when older consumers come in who grew up with two-sided mattresses, they are excited to find that they are still available. And in the current economic environment, younger people who never heard of two-sided beds appreciate the value for their dollar.”
According to the executive, Surfside Casual’s private label line is also a better value because the manufacturer that produces it does not spend money on national advertising. “All those advertising dollars are baked into the price you pay for the ‘S’ brands. With our private label line, we are buying great value and passing that value along to our customers to provide them with the best quality mattress for an incredible price and our customers love it.”
He summed: “Surfside Casual’s decision to private label its mattress offering with Gold Bond was the right one for our stores and our customers. We’re making more margin, and even though we are a small independent chain, we are not treated as one by the manufacturer. They are incredibly responsive to us and when we place an order on Monday, it arrives by Thursday like clockwork.”
“What Ken has done with Surfside Casual is part of a nationwide trend of independent dealers who are realizing they must differentiate their showrooms. As part of that process they are turning to independent manufacturers, like Gold Bond, who offer them a level of quality, service and value they were not able to get from larger national manufacturers,” said Gold Bond CEO Bob Naboicheck. “As an independent manufacturer we can work very closely with dealers to design a unique program for them that gives them an edge–and most importantly higher margins, to run their businesses more profitably in these tough economic times.”