Mattress Firm to enter Wisconsin with franchise stores

Former Sealy exec Chuck Dawson will develop Milwaukee, Madison markets

David Perry -- Furniture Today, October 15, 2009

HOUSTON — Mattress Firm will enter Wisconsin next year through a new franchise development agreement with former Sealy executive Chuck Dawson.

Dawson, who was Sealy's senior vice president of national accounts before leaving the manufacturer in early 2008, will develop the Milwaukee and Madison, Wis., markets. He plans to open multiple stores in 2010, the first coming in January.

Wisconsin will be the 22nd state where Houston-based Mattress Firm has operations. With more than 500 stores, the company is one of the largest U.S. sleep shop chains.

"For the past several years, we've concentrated primarily on opening new corporate-owned locations and acquisitions, while focusing on operations, training and the store experience - foundations for a great franchise concept," said Gary Fazio, CEO of Mattress Firm. "This new agreement with Chuck is the first in which we hope will be a series of development agreements as we look to aggressively build in franchising."

He said the retailer's team "has developed a complete turnkey package from operations to sales to store design" to help franchisees.

"We have the systems, distribution and proven marketing mix to support our franchise partners and grow the Mattress Firm brand with the goal of becoming a true national retailer with locations border to border and coast to coast," he said.

Dawson began his career in the industry as president and owner of Classic Mattress, a chain of specialty stores in Florida. He sold the retailer in 1985, then spent more than two decades at Sealy in various management positions.

"I've had the privilege of working closely with the Mattress Firm team as part of my work at Sealy and have a great deal of respect for the organization and their business model. I'm confident that consumers in the Milwaukee and Madison regions will respond positively to the unique shopping experience Mattress Firm stores will bring to the area," said Dawson.

The new stores will have the standard Mattress Firm layout, featuring a combination of wood flooring, ceramic tile and carpet throughout, along with artwork and natural wood fixtures designed to create a comfortable, home-like look and feel, the company said.