• David Perry

Joplimo Mattress touts hometown edge in L&P’s backyard

JOPLIN, Mo. — Joplimo Mattress aims to stand out in the bedding marketplace by selling better sleep.

Sure, many retailers say that, but Joplimo marches to a different drummer by focusing on better beds, built to its own exacting standards, with locally sourced components.

Owner Brian Croft gives Joplimo Mattress a local edge in the market. The team at Joplimo is exceptional at connecting better sleep to quality components,” he said. “As a former Leggett & Platt partner, Brian intimately understands our bedding components and how they create support and comfort for restful sleep. He celebrates Joplimo’s commitment to building beds with high-quality innersprings and it seems to give him a real advantage.”
The team at Joplimo is exceptional at connecting better sleep to quality components,” he said. “As a former Leggett & Platt partner, Brian intimately understands our bedding components and how they create support and comfort for restful sleep. He celebrates Joplimo’s commitment to building beds with high-quality innersprings and it seems to give him a real advantage.” This Joplimo Mattress store in Joplin, Mo., is not far from Leggett & Platt’s corporate headquarters.
Leggett & Platt executive Mark Kinsley, left, and Sam Smith check out L&P innerspring demo units at Joplimo Mattress. The team at Joplimo is exceptional at connecting better sleep to quality components,” he said. “As a former Leggett & Platt partner, Brian intimately understands our bedding components and how they create support and comfort for restful sleep. He celebrates Joplimo’s commitment to building beds with high-quality innersprings and it seems to give him a real advantage.”

That means bedding components from hometown supplier Leggett & Platt, based in nearby Carthage.

“We hear people say they like to buy local,” said Sam Smith, area manager for the retailer. “This is as local as it gets.”

The beds are made in Missouri. “Mattresses made in the Ozarks,” the company says on its website, “Beds for life.”

“We build our own beds,” Smith said. “We have access to the best components, and we build a better bed than anyone else.”

Joplimo Mattress — the name, very familiar to locals, is shorthand for Joplin, Missouri — is also locally owned. Brian Croft, the owner, worked for Leggett & Platt’s Adjustable Bed Group, and his wife, Della, worked for L&P’s Fashion Bed Group.

The retailer, now in its sixth year of business, has grown to nine stores in the Missouri, Kansas and Arkansas markets by doing things differently from many mattress retailers, who merely “resell the national brands,” Smith noted.

The heart of the retailer’s offerings consists of four private label lines, marketed under the Refresh, Restore, Live and Indulge banners. Those banners are featured throughout the store, reinforcing the better sleep themes the company emphasizes.

The Refresh line, retailing from $799 to $1,999, features encased coils and open coils, while the foam Restore line retails from $1,599 to $3,499. The coil Live line, designed for “high-end replenishers,” retails from $1,599 to $2,899. And the Indulge banner encompasses the Forever bed line, retailing from $2,500 to $6,000.

The Forever beds, as the name suggests, carry a lifetime warranty. Yes, the beds are that good, the retailer says, and it’s proud to stand behind the line at a time when other producers have gone to shorter bedding warranties.

The Refresh line touts the benefits of a good night of sleep. Leggett & Platt executive Mark Kinsley, left, and Sam Smith check out L&P innerspring demo units at Joplimo Mattress.
Leggett & Platt executive Mark Kinsley, left, and Sam Smith check out L&P innerspring demo units at Joplimo Mattress. The Forever bed line carries a lifetime warranty.

Smith said the sales associates like to start all customers on a $5,000 Forever bed. “Everyone deserves to feel what proper spinal support feels like.”

The better sleep theme is introduced early in the selling process in the form of a powerful ice-breaker.

“We ask, ‘How did you sleep last night?’” Smith said. “Some customers chuckle when we ask that question. That’s what we’ll sell — a good night of sleep.”

Hybrid sleep sets, which combine innersprings and layers of specialty foams, are selling well at Joplimo Mattress these days. “Consumers are coming in and asking for them,” Smith said.

Mark Kinsley, staff vice president of marketing in L&P’s bedding group, was impressed with what he saw at Joplimo Mattress on a recent visit.

The team at Joplimo is exceptional at connecting better sleep to quality components,” he said. “As a former Leggett & Platt partner, Brian intimately understands our bedding components and how they create support and comfort for restful sleep. He celebrates Joplimo’s commitment to building beds with high-quality innersprings and it seems to give him a real advantage.”

David PerryDavid Perry | Executive Editor, Furniture Today
dperry@furnituretoday.com

Hi, online readers. I'm David Perry, executive editor of Furniture/Today, and the writer on the mattress beat. Get my musings on mattresses on our web site and on my Twitter feed. And let me know what you would like me to write about in the wonderful world of mattresses.

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