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Huge, impressive retailer thrives on California coast
Get-A-Mattress, which bills itself as "the largest sleep store in the USA," is not a household name in the bedding industry.
A senior bedding exec reacted in puzzlement when I told him I was visiting the retailer. "I've never heard of them," he confessed.
Truth be told, I only learned about the retailer recently.
A trip to California the other day gave me the chance to visit this impressive mattress retailer, which features more than 170 sleep sets from all the top names in the industry. The mattress department, at 30,000 square feet, is the biggest in the country, Get-A-Mattress officials told me when I gazed across the vast expanse of mattresses, which would easily accommodate several bowling alleys, with beds to spare. (Yes, that is a bowling joke.)
Why does this store fly below the industry's radar? For starters, it's out West and not in the more frequently visited retail venues on the East Coast and the Midwest.
And it's not in one of the big cities in sprawling California. Get-A-Mattress is in Arroyo Grande (2010 population: 25,012), a coastal city about halfway between San Francisco to the north and Los Angeles to the south.
Arroyo Grande means "wide riverbed" in Spanish.
Get-A-Mattress means wide mattress assortment. I've never seen so many beds in one store. But there is order to this assortment. Overhead signs direct consumers to various mattress types and constructions. The Alternative Sleep Zone, where the Tempur-Pedic beds reside, is in the featured position, just to the right of the entrance to the mattress floor. "Those are high-end beds," noted Jimi Breazeale, president of Get-A-Mattress. He and his longtime business partner, Hector Amaya, run the store.
Other overhead signs direct consumers to Visco, Latex, Natural, Springs and Coils, and Kids beds.
The store also carries an extensive offering of recliners and upholstered furniture, a product category designed to attract male consumers.
Get-A-Mattress succeeds with more than just a stunning mattress selection. The retailer spends about $1,000 per day on advertising, running ads seven days a week on a schedule that is heavy on TV and also includes billboards and direct mail. The ads promote the store's image. "You'll never see us tout price," Breazeale said.
And the well-trained retail sales associates, many of whom are women, provide a high level of friendly service, Breazeale noted.
Business is good at Get-A-Mattress these days. High-end beds are doing "remarkably well." The store's best selling beds are at the lofty $1,999 price point.
Get-A-Mattress is worth a visit.