Art Van Furniture plans more Pure Sleep stores

By Clint Engel -- Furniture Today, October 5, 2009

Warren, Mich. — After the success of one Art Van Pure Sleep store, Art Van is looking to expand the concept with a dozen or so stores and the conversion of its in-store bedding departments to a Pure Sleep format.

Art Van Elslander, founder and chairman of the Top 100 company, said the 5,000-square-foot Pure Sleep store that opened in Canton, Mich., in July is off to an "excellent start."

While the company has not set a timetable for additional stores, President Gary Van Elslander said the in-store conversion is expected to be completed by the first quarter of next year.

Pure Sleep's initial product lineup included King Koil, Sealy, Stearns & Foster, Kingsdown's new Sleep to Live line, Tempur-Pedic and Simmons. It has since added beds from Natura, testing them at the upper end of a price spectrum that runs from about $399 to about $4,000 for a queen set.

Gary Van Elslander said the goal with Pure Sleep isn't just to sell bedding, but also to educate consumers on the importance of good sleep and its link to quality of life.

In addition to sleep sets, the store offers complementary products including pillows, natural sleep aids, and aromatherapy products.

Among the highlights is a Sleep to Live diagnostic bed and computer system that uses data gathered from millions of body profiles to help consumers choose the right bed for their body types.

Officials said a second Pure Sleep location could open by January, but declined to disclose the location. Previously, the company said it had identified expansion opportunities in Michigan's Ingham, Wayne, Oakland, Kent and Livingston counties.

"We're not going to rush it," said Steve Glucksman, vice president of operations.

"We're going to make sure we have A-1 locations, and as they present themselves, we'll open the stores," he said. "We're not on any predetermined timetable. It's all about opportunity and the strongest locations."

Art Van now operates 31 full-line stores and one bedding store.