Daily News
From Home Furnishing Business
Gold Bond Reports Independent Dealers Turning to Private Label Programs
May 19,
2026 by Karen Parrish in Business Strategy, Industry 
Stronger independent dealers are increasingly turning to Gold Bond to create and manage private label mattress programs that are generating higher profits, knowing that differentiation is the key to successfully competing in today’s marketplace.
“Stronger dealers understand that they are the brand in their markets. They are leaning into that strategy by teaming with us to create unique branded products that differentiate them in the region and offer higher margins. It’s a win/win strategy. The dealer benefits as do we,” said Gold Bond CEO Bob Naboicheck.
Gold Bond President Skip Naboicheck has been working with dealers from Maine to the Carolinas to implement successful private label programs. Typically, dealers will look at Gold Bond’s successful collections like Private Reserve, Venice, Camelot, Buckingham Kensington and Newport.
“We bear the burden of the costs to develop the brand, working closely with the dealer to curate internal components and ticking to create something special and unique for their customers. With the breadth of our collections, from value to luxury, we have tremendous bandwidth to give the dealer the products they need to reach every type of consumer,” said Skip Naboicheck.
One of those dealers is Surfside Casual, a full-service home furnishings and design chain based in Somers Point, N.J. who wanted to reimagine their bedding department. Under the leadership of industry veteran Ken Mazda, each of the chain’s five South Jersey stores offers 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.
“Our 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,” he said.