Verlo Mattress Factory Stores (VMFS) of Whitewater Relocates

Furniture World Magazine

A building that once housed a facility invested in building food and milk processing equipment, will be the new home to Verlo Mattress Factory Stores (VMFS) of Whitewater this fall. Verlo Mattress Factory Stores of Whitewater storeowner, Adel Salameh, has touted handcrafted mattresses at the W3128 State Road 59, Whitewater, rural location since 2004, and he has been with the Verlo organization for nearly 15 years. Salameh said he is looking forward to the relocation to Fort Atkinson’s Creamery Building, citing its visible retail presence at the northwest corner of State Highway 12 and Sherman Avenue. “Fort Atkinson is definitely booming. It’s close to the bigger metro cities of Milwaukee, Madison and Chicago but also offers its own small-town charm and convenience for shoppers,” Salameh said. Salameh said the five-story Creamery Building offers an astounding space on the first floor to accommodate his new on-site showroom and factory, which is 11,000-square-feet, double the size of his current location. This prominent landmark resonates with all of the character and charm of its originating era in the 1800s but also comes with state-of-the-art facilities for Salameh’s expanded business. Salameh said that with double the space, he has double the opportunity to broaden the spectrum of merchandise and product at his new location. “Our new store will include an expanded futon gallery, better displays and a very consumer-friendly retail environment,” Salameh said. “We’ll also be able to showcase more of our innovative models.” Salameh said customers still have the opportunity to observe their mattress being made on location, adding that the new ultramodern southeastern Wisconsin flagship facility will continue to service his other Verlo retail locations in Johnson Creek and Delafield. He also said that additional space invites the need for additional staff. Current store manager and Fort Atkinson native Kim Fink said he is looking forward to the relocation as well and noted that his grandfather once worked at the Creamery Building. “There’s actually a photograph posted on the Creamery Building Web site of my grandfather,” Fink said. “It’s very ironic. I never thought I’d be working in the same building.” To view the Creamery Building’s progress, visit www.creamerybuilding.com. To learn more about Verlo Mattress Factory Stores of Whitewater, visit www.verlo.com or call 262.473.4339. About Verlo Mattress Factory Stores Headquartered in Whitewater, Wisconsin, 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.