Verlo Mattress Factory Stores Appoints New President

Furniture World Magazine

As the old saying goes, “If you are not moving forward, you are moving backward.” Verlo Mattress Factory Stores CEO Dave Young said the addition of John Siipola to the corporate team of the nation’s largest Craftsman-Direct® mattress retailer is a definite move forward. Verlo Mattress Factory Stores has recently appointed Siipola, a franchise executive veteran, as president – a position only assumed previously by three individuals in its nearly 50-year history! In his role, Siipola will oversee the planning and execution of aggressive recruitment efforts for franchises, while maintaining a strong focus on brand positioning and franchise relations. “John brings a wealth of outstanding franchise experience, leadership and character with him,” Young said. “As the new president, John will work to bring growth to the franchise system and a new focus to the Verlo Mattress Factory Stores’ business model.” Siipola said he is thrilled with this new opportunity and is dedicated to utilizing his expertise in franchising to drive Verlo Mattress Factory Stores’ growth to maximum levels. “My goal is to foster growth within this already well-established organization,” Siipola said. He added that he is impressed with the sophisticated system that is already in place and is excited to take the reins. “He is a leader who resonates with vision and will convey to the franchisees exactly where he wants the system to go,” Young said. Siipola’s official start date was July 24, at the Whitewater, Wis. corporate headquarters where he will be working with the current Home Office team to implement goals within the franchise system. This system is currently comprised of 61 stores located in nine states. “John is inheriting a great group of people at the Home Office,” Young said. “They are all very ambitious, dedicated and talented. With John’s background, the Home Office can expand its capabilities, refine its systems and enable new opportunities.” Prior to joining Verlo Mattress Factory Stores, Siipola served as a franchise sales consultant for PostNet International Corporation, a privately held postal and business services franchise company. Prior to that, Siipola was the general manager of the Barrett Company, Inc. He was primarily responsible for operations improvement, organization, sales and financial turnaround to accrete owners’ equity. In that role he served as president and CEO of Las Vegas Golf, a chain of 52 franchised stores and previously was chairman of Big O Tires with over 400 franchised tire stores. About Verlo Mattress Factory Stores Headquartered in Whitewater, Wis., Verlo Mattress Factory Stores is the nation’s largest Craftsman-Direct® mattress retailer, providing specialty sleep products directly to customers. The Verlo Mattress Factory Stores Craftsman-Direct philosophy is a unique concept in the industry. Mattresses are handcrafted to customer’s specifications. In addition to mattresses, Verlo Mattress Factory Stores also sell a wide range of futon sofa sleepers and futon sofa sleeper mattresses. Customers will also find quality ornamental headboards, pillows and mattress pads.