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Mattress Firm Wisconsin Opens Four Additional Locations

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Mattress Firm, Inc., the nation’s second leading specialty mattress retailer, will open four additional Wisconsin stores this week in Appleton, Green Bay, Lake Geneva, and Oak Creek. With these openings, the chain will operate 17 stores in the state, offering the best brands and the best prices on the largest selection of mattresses. In addition, Mattress Firm Wisconsin is working with Michael J. Breus, Ph.D., a nationally recognized sleep expert. All of Mattress Firm’s Wisconsin locations will carry the Dr. Breus Bed® by the end of June. Mattress Firm is the first and only specialty retailer in Wisconsin offering this product.
Mattress Firm’s first Wisconsin store opened in February 2010 in Pleasant Prairie. Twelve stores were added in Appleton, Brookfield, Delavan, Glendale, Greenfield, Madison, Oconomowoc, Racine, Sheboygan, Waukesha, West Allis, and West Bend. Mattress Firm’s continued expansion in Wisconsin is part of an effort to accelerate the company’s extensive turn-key franchise program that is unparalleled in the bedding industry. Chuck Dawson, a former senior executive at Sealy, is the franchisee responsible for developing the Wisconsin market. Mattress Firm currently operates more than 700 stores in 40 markets and 24 states.
“We’re pleased to bring Mattress Firm’s unique shopping experience to additional locations in Wisconsin,” Dawson said. “Our relationship with renowned sleep expert Dr. Breus reinforces our commitment to ensuring our customers get a great night’s sleep.”
The Dr. Breus Bed is the first and only mattress collection designed by a sleep specialist. Dr. Breus is a Clinical Psychologist and both a Diplomate of the American Board of Sleep Medicine and a Fellow of The American Academy of Sleep Medicine. He was one of the youngest people to have passed the Board at age 31 and, with a specialty in Sleep Disorders, is one of only 163 psychologists in the world with his credentials and distinction. Dr. Breus is the author of The Sleep Doctor’s Diet Plan: Lose Weight Through Better Sleep (Rodale Books; May 2011), a groundbreaking book discussing the science and relationship between quality sleep and metabolism.
“Mattress Firm has a long history of providing quality sleep products along with knowledgeable, caring sales professionals, and we share a common vision and goal,” Breus said. “I am very excited and proud to be working with such a great team. Together we can change lives, one person at a time, one night at a time.”
In addition to the Dr. Breus Bed, Mattress Firm offers the best names in bedding, including Sealy®, Simmons®, Tempur-Pedic®, and the company’s own Mattress Firm Direct products. In an effort to support the local market, Mattress Firm’s private label is manufactured in Watertown, Wis. through Symbol Mattress Company.
New store locations:
Appleton, 3212 E. Calumet St.
Green Bay, 2280 W. Mason St.
Lake Geneva, 850 N. Edwards Blvd.
Oak Creek, 8645 S. Howell Ave.
Store Background
Mattress Firm stores feature more than 55 different models of mattresses from top manufacturers such as Sealy and Simmons. Specialty mattress and bedding products incorporating the latest sleep technology are also on display, including pressure relieving mattresses from Tempur-Pedic.
The store design features a combination of wood flooring, ceramic tile and carpet throughout, along with artwork and natural wood fixtures and shutters accented by a ware color palette to create a comfortable, home-like look and feel. The “racetrack” floor plan allows customers to easily move throughout the store to browse and compare the different styles and brands, which are arranged by comfort level (pillowtop, plush, firm), features (memory foam, latex) and price.
Mattress Firm’s new approach to mattress shopping, Comfort by Color™, is also incorporated into the new locations. Developed to help prevent the confusion that can often result from a traditional mattress shopping experience, Comfort by Color simplifies the buying process and encourages comparison shopping by assigning specific colors to different comfort levels of mattresses. The color coding system includes the full range of options, spanning Firm (Yellow), Plush (Orange), Pillow Top (Red), Contoured (Green) and Personalized (Blue), and makes it easier for consumers to choose the mattress that is right for their individual needs. Mattress Firm’s Comfort by Color system also allows consumers to compare comfort across all major brands – from Sealy and Simmons to specialty mattresses and bedding products from Tempur-Pedic and The Dr. Breus Bed – against one another.
The new stores are open seven days a week: 10:00 a.m. – 9:00 p.m., Monday – Saturday; 12:00 p.m. – 6:00 p.m., Sunday.
About Mattress Firm

Houston-based Mattress Firm (www.mattressfirm.com) is the nation’s second leading specialty bedding retailer, offering a broad selection of both traditional and specialty mattresses from leading manufacturers, including Tempur-Pedic, Sealy, Simmons, and Stearns & Foster. Founded in 1986, Mattress Firm’s purpose is to improve lives one night at a time. With more than 700 stores across 24 states, Mattress Firm offers consumers the benefit of highly trained, knowledgeable sales professionals, a broad product offering, and competitive prices in an attractive and comfortable store environment. Mattress Firm is majority owned by J.W. Childs Associates, L.P. (“JWC”), a private equity firm based in Boston, MA investing in middle-market consumer products and specialty retail growth companies.  Since 1995, JWC has invested in more than 40 companies with a total transaction value of over $12 billion.
Additional information about Mattress Firm’s Wisconsin locations is available at

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