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From Home Furnishing Business

Mattress Land SleepFit Concept Stores Feature Kingsdown Technology

Mattress Land SleepFit will roll out a new retail store concept, which is centered around consumer education and Kingsdown’s patented diagnostic technology.

Rebranded as Bedfit for the stores, Kingsdown' Bedmatch technology is designed to match consumers with the best bed for their body type.

The first two Sleepfit stores debuted in November in Clovis and San Luis Obispo, Calif.

Development of the new SleepFit store concept followed the introduction of the Bedmatch diagnostic technology to Fresno, Calif.-based Mattress Land SleepFit three years ago. All mattresses on the SleepFit showroom floor have been tested by Kingsdown and are part of the diagnostic system. The showroom space will be more open and inviting, with 10 fewer SKUs on the floor and places for customers to sit and review their bedFIT diagnostic report. The store layout and signage are all designed to educate the consumer, while retail sales associates are trained to take a low-pressure, consultative approach.

“We’re creating a friendly atmosphere designed to make the mattress shopping experience a pleasant one. Sleep is more important to Americans than ever before and we want to take the lead and move away from just showing a bunch of white rectangles and expecting people to guess which one was right for them,” said SleepFit President James Smith. “Now consumers can make an educated decision based upon real information about their individual needs.”

Mattress Land SleepFit will adapt its current stores in California, Washington, Nevada and Idaho to the SleepFit concept store approach over the next year. The rollout will be accompanied by a new marketing and advertising initiative that will feature Robert Oexman, director of Kingsdown’s research arm, the Sleep to Live Institute.

“We’re thrilled to see our partnership with Mattress Land Sleep Fit continue to grow. They truly understand and value what has become a cornerstone of our brand – the science of sleep,” said Kingsdown President and CEO Frank Hood. “The SleepFit store concept is forward-thinking and puts the customer first. We believe the combination of their innovative retail experience and our patented technology is a significant step in changing the way people shop for a mattress.”

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