Verlo Mattress Factory Stores Hires Vice President

Furniture World Magazine

Verlo Mattress Factory Stores Corporate Headquarters has welcomed an old friend, Keith Mackey, back to the franchise organization. Verlo Mattress Factory Stores President John Siipola said, "the addition of Verlo Keith Mackey to the corporate team of the nation’s largest Craftsman-Direct® mattress retailer is a definite move forward in accomplishing expansion and marketing goals." Verlo Mattress Factory Stores has recently appointed Mackey, an entrepreneurial retail specialist with a 20-year record of achievement, as the new vice president. In his role, Mackey will utilize his strong background in strategic market positioning; merchandising and brand imaging to breathe new life into the Verlo Mattress Factory Stores franchise organization. “Keith possesses creative energy and focus that supports his wealth of knowledge and background,” Siipola said. Mackey’s official start date was March 5, at the Fort Atkinson, Wis. corporate headquarters where he will be working with the current Home Office team to implement goals within the franchise system. “I am excited to rejoin Verlo Mattress Factory Stores because it has such a unique niche that goes far and above the typical sleep shop model,” Mackey said. “I wanted to be involved (again) with this company that has been successful for many years and weathered the storm of many different changes in our industry. The opportunity to work with business owners and to watch the upward development of their individual businesses is probably the No. 1 reason for me accepting this position.” He will be paying a visit to all stores within the next 90 days to reacquaint himself with franchise owners and their operations. Prior to joining Verlo Mattress Factory Stores, Mackey served as the director of sales/retail operations for Fowlers Furniture, Inc. a family-owned, multi-store full-line furniture chain with locations in Tennessee and Georgia. Mackey was responsible for all aspects of the retail model with specific focus on driving revenue. Mackey also worked for Tempur-Pedic International as a territory sales manager for the state of Virginia. Previously, he also served as the national general manager for retail operations for Verlo. About Verlo Mattress Factory Stores Headquartered in Fort Atkinson, Wis., Verlo Mattress Factory Stores is the nation’s largest Craftsman-Direct® mattress retailer. Offering the only franchise opportunity in the $7.7 billion-a-year sleep specialty industry, Verlo Mattress Factory Stores earned a spot in Entrepreneur Magazine’s 27th Annual Franchise 500 in 2006. Verlo’s business model sustains the retail framework for custom-built mattresses, ornamental design beds, futon mattresses, assorted futon covers, futon frames, bolsters and pillows. Currently, Verlo has a highly concentrated retail presence in the Midwest with stores expanding as far west as Colorado and as far south as Florida. Visit www.verlo.com or www.verlofranchise.com.