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First ZZZ's by Ashley mattress store opens

HIGHLAND PARK, Ill. — The first freestanding ZZZ's by Ashley mattress store has opened here at 83 Skokie Valley Rd. A grand opening celebration is set for early June.

Ashley officials say the new mattress retail concept is designed to improve the shopping experience and will be implemented broadly as the company bids to become a major sleep shop player.

"We are very excited," said Todd Wanek, president and CEO of Ashley. "The ZZZ's by Ashley concept was established to provide guests a more relaxed shopping experience, and a precise method to ultimately make a confident and informed purchase decision."

He said more than 1,000 of the shops could be opened over the next 10 years.

ZZZ's by Ashley was designed to transform the way people shop and purchase mattresses by creating an inviting and spa-like environment, Ashley officials say. Shoppers can place their personal belongings in their own locker, slip on a pair of slippers and even select a personal pillow that best suits them as they shop.

Warm, inviting earth tones, soothing scents, and calming music invite shoppers to feel at home in the store. In place of pushy salespeople, ZZZ's by Ashley employs a helpful staff and tablet technology that helps consumers find the perfect mattress fit, the company says.

"Rather than experiencing impersonal salesmanship, guests will feel respected and informed," said Wanek. "The goal of the ZZZ's by Ashley concept is to provide mattress shoppers with a level of personal attention that hasn't been seen before."

Mattress cutaways mounted on the walls help customers understand the materials and components of every mattress.

Shoppers will find a wide range of mattress options from brands like Ashley Sleep, Serta and Tempur-Pedic, and sleep accessories from Protect-A-Bed.

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