Furniture retailer RoomPlace opens bedding gallery
The MattressPlace eventually will be freestanding stores
Clint Engel -- Furniture Today, May 26, 2009
LOMBARD, Ill. — The RoomPlace has opened a concept bedding gallery called The MattressPlace in its remodeled Cicero Avenue showroom in Chicago.  The RoomPlace has opened The MattressPlace concept bedding gallery in its store on Cicero Avenue in Chicago. |
It's the first of several the Lombard-based retailer plans to test. Eventually, the concept will be expanded into freestanding stores, the company said.
The 10,000-square-foot gallery aims to provide a more private and separate shopping environment, with a spa-like feel and décor that includes drapes to separate areas "and provide a more intimate, less public shopping excursion." In addition, bedding is grouped by comfort level rather than brand.
"We wanted to make it easier for customers to shop for mattresses at The RoomPlace," said Bruce Berman, president and CEO of the 22-store Top 100 company. "The selling process will center around comfort over brand and price in order to make choosing the right mattress simple and easy.
"Most retailers sell either by brand or price point," he added. "Our experts can steer them much more quickly to the mattress that best suits their needs by using the comfort selling process."
Bedding brands in the new gallery include Sealy, Simmons, Medallion and Dormia.
A second MattressPlace gallery will open in early June in The RoomPlace in Merrillville, Ind. MattressPlace test areas will be added to all stores during that month, the company said.
Eventually, The RoomPlace plans to expand the concept by opening freestanding mattress stores, but the timing wasn't disclosed.
Later this summer, the retailer also will open two new stores locations using the newest design concepts from the Cicero Avenue store - in Hillside, Ill., and Avon, Ind.
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