• Clint Engel

Jerome's opening 1st specialty sleep shop

More Jerome's Dream Shops planned for San Diego and LA

SAN DIEGO — Jerome’s Furniture is moving into the sleep shop business with the opening of its first stand-alone mattress store here next month.

jeromes-dream-shopJerome's first Dream Shop opens in downtown San Diego in June
The Top 100 company is leasing space for a 3,000-square-foot Jerome’s Dream Shop on Market Street in downtown San Diego, about two blocks from Petco Park, where baseball’s San Diego Padres play. It will offer the retailer’s full line of primarily proprietary product, developed in concert with supplier partner Diamond Mattress along with the Aireloom luxury mattress brand.

The store is just the first of several sleep shops Jerome’s plans to open in both San Diego and Los Angeles, as it aims to further its dominance in the category, said Brian Woods, CEO.

With bedding sales accounting for a little more than 20% if its overall sales, Jerome’s already commands a more than 30% market share in the category in San Diego, he said. But Woods added that it’s a “huge industry” with a lot of market share opportunity left.

“The stand-alone mattress guys, whether it’s Mattress Firm or others, have put up thousands of stores,” Woods said. “We really feel that with our products — our exclusivity with Jerome’s-Gel — combined with our ‘Complete Fit’ process of getting customers into the mattress they really need, vs the name, or the brand or whatever mattress is on promotion — is the right way to go.”

Woods contended the products it’s bringing to market are more than competitive with the nation branded mattress lines in terms of construction and comfort, “and we want to make ourselves more convenient in the areas between stores, for customers looking for a mattress.”

Jerome’s, with 13 stores (including a clearance center) in greater San Diego and Los Angeles, is No. 37 on the latest Furniture Today survey of Top 100 U.S. Furniture Stores (released this week), up six spots from the previous year. The Southern California retailer’s furniture, bedding and accessory sales last year were up nearly 17% to an estimated $230.1 million.

dream-shop-logoIn 2013, Jerome’s transformed its Murrieta, Calif., store into a Jerome’s Furniture Marketplace, featuring three storefronts, including a 3,500-square-foot Jerome’s Dream Shop with a separate entrance. But the stand-alone downtown store is a first and just the start. Woods wouldn’t say how many are coming, but noted several free-standing Dream Shops are planned for both San Diego and Los Angeles over the next 12 to 24 months.

The merchandise mix will be the same as will Jerome’s “Complete Fit,” process of matching consumers with the best mattress by narrowing down the consumer’s preferred level of firmness and determining sleep position and preferred height and plushness of pillow. Woods said the process in “price-point agnostic and purely based on what mattress fits them the best.”

At 3,000 square-feet, the first showroom, opening at the end of June, will be slightly smaller than the average in-store Dream Shop, he said. Going forward the company is looking for spaces in the 3,000- to 4,000-square-foot range.

Woods wouldn’t disclose projected sales for the new format, but, but said he looks for the store to do as well as an in-store Dream Shop.

Clint EngelClint Engel | Senior Retail Editor, Furniture Today
cengel@furnituretoday.com

Please feel free to email or call me with all of your retail news and tips, including expansion news, successful merchandising and marketing strategies and anything else you would like to see covered by Furniture/Today.  Contact me directly at cengel@furnituretoday.com or 336-605-1129.

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