Surfside Casual Launches Exclusive Private Label Mattress Line with Gold Bond
Furniture World News Desk on
4/11/2025
Surfside Casual, a home furnishings and design retailer based in Somers Point, New Jersey, has partnered with Gold Bond to develop an exclusive, private-label mattress program across its five-store South Jersey chain. The lineup, designed under the leadership of industry veteran Ken Mazda, includes 14 Gold Bond-made models that are now sold under the Surfside Casual name.
Mazda, who previously grew Nationwide Discount Sleep Centers into a 60-store chain and later served as vice president of business development at 1-800-Mattress, led the shift to reimagine Surfside Casual’s bedding department to better compete in the current retail environment.
“One of the marketing tags we use is ‘50% more for 50% less,’ because you get double the mattress for half the price of the ‘S’ brands,” said Mazda. “Generationally speaking, when older consumers come in who grew up with two-sided mattresses, they are excited to find that they are still available. And in the current economic environment, younger people who never heard of two-sided beds appreciate the value for their dollar.”
Priced between $499 and $2,799, the Surfside-branded models carry the company’s signature ocean-themed logo and island-inspired names. Most of the mattresses are two-sided, a key differentiator that reflects Gold Bond’s longstanding approach to product construction.
Mazda emphasized that the absence of national advertising costs in the private-label line allows Surfside Casual to offer better value. “All those advertising dollars are baked into the price you pay for the ‘S’ brands. With our private label line, we are buying great value and passing that value along to our customers to provide them with the best quality mattress for an incredible price and our customers love it.”
He added that partnering with Gold Bond has proven beneficial for both service and profitability. “Surfside Casual’s decision to private label its mattress offering with Gold Bond was the right one for our stores and our customers. We’re making more margin, and even though we are a small independent chain, we are not treated as one by the manufacturer. They are incredibly responsive to us and when we place an order on Monday, it arrives by Thursday like clockwork.”
Gold Bond President and CEO Bob Naboicheck noted that Surfside’s strategy reflects a growing movement among independent furniture retailers to shift away from national brands in favor of customizable, higher-margin programs.
“What Ken has done with Surfside Casual is part of a nationwide trend of independent dealers who are realizing they must differentiate their showrooms,” said Naboicheck. “As part of that process they are turning to independent manufacturers, like Gold Bond, who offer them a level of quality, service and value they were not able to get from larger national manufacturers. As an independent manufacturer we can work very closely with dealers to design a unique program for them that gives them an edge—and most importantly, higher margins, to run their businesses more profitably in these tough economic times.”
About Gold Bond
Founded in 1899, Gold Bond is one of the nation’s largest, family-operated, independent mattress, specialty sleep, and futon manufacturers. The company is a leader in mattress manufacturing techniques and has more than a century of experience bringing product innovations, high manufacturing standards, and executive leadership to the industry. Gold Bond currently ships to 40 states and five countries, and its products are available in more than 500 showrooms. For more information, visit www.goldbondmattress.com.