First ZZZ's by Ashley store hosts grand opening
Susan Dickenson -- Furniture Today, June 10, 2013
This is the first freestanding ZZZ’s by Ashley store, in Highland Park, Ill.
ZZZ’s by Ashley executive Ben Thorud (holding scissors) joins local Chamber of Commerce officials and Ashley leaders at the ribbon-cutting ceremony.
Entrance area at the new ZZZ’s by Ashley store offers sleep accessories and hand lotions for sale and aims to create an inviting shopping environment.
Pat Brown, left, of Ashley, and Virginia Glasner, executive director of the Highland Park, Ill, Chamber of Commerce, check out the see-through curtains in the ZZZ’s by Ashley store.
HIGHLAND PARK, Ill. - The first freestanding ZZZ's by Ashley retail mattress store officially opened here under sunny skies last week.
Ashley officials, standing outside the new concept store in this upscale Chicago suburb, predicted a sunny future for the retail store format, which will see hundreds of openings in the coming years, they said.
The officials hosted a grand opening celebration at the store in a strip shopping center at 83 Skokie Valley Road here. Key vendors, including executives from Serta and Protect-A-Bed, attended the event.
The new format, which aims to improve the mattress shopping experience by providing an educational, but relaxed setting, emphasizes mattress construction types, not mattress brands, the more common approach in the mattress retail sector.
The store spotlights beds made of memory foam, latex, springs and foam (hybrids), innersprings and gel memory foam. Signs explain the features and benefits of those various construction types and cutaways of the beds are displayed in each department, giving consumers a look inside the mattresses.
Another emphasis at the store is providing sleep tips, which are displayed throughout the store and are also inserted in the store's music playlist.
The idea is to make the shopping experience more like visiting a spa than the unpleasant experience many mattress customers currently encounter, Ashley officials said.
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