Furniture First Partners with Serta on Domestic Private Label Mattress Program

Furniture World Magazine

Furniture First announced that it has partnered with bedding leader, Serta International, to supply its private label mattress program. With their partnership beginning in 1999, Serta and Furniture First are no strangers. Serta’s history of quality and consistency, in addition to their fit, feel and finish, make them an outstanding choice to be the exclusive private label supplier of Furniture First’s domestic private label mattress program, which will be branded Mattress 1st ®. “Furniture First has been a fantastic partner for several years,” says Bob Sherman, President of Serta International. “We are thrilled to produce their private label line and look forward to seeing their business continue to grow.” When asked about Furniture First’s anticipation of this partnership, Bob Muenkel, Director of Mattresses, said “We feel strongly that our newly designed Mattress 1st private label program will offer our members a sustainable competitive advantage at the key high-velocity promotional price points. Our expanded partnership with Serta was the natural result of the dedicated efforts from their executive team that studied our members’ needs and designed an exclusive mattress assortment that should perform well in the market.” Bill Hartman, President of Furniture First, notes, “Switching to Serta to manufacture our private label Mattress 1st line will allow our more than 300 stores the ease of one delivery for both Serta and Mattress 1st products, plus offer superior tailoring, covers, marketing and a network of full service sales representatives. This new program will help grow our $170 million dollar mattress business!” Furniture First’s strong private label promotional Mattress 1st line-up, designed to retail from $299-$999, will be on display at Furniture First’s booth at the Las Vegas Market (Pavillion II, Space P22302) during normal Market hours. Orders will be taken at the Last Vegas Market and shipments are expected to begin in February. In addition to the Las Vegas premiere, the Mattress 1st line-up will also be on display in Furniture First’s High Point, NC showroom (Radio Building, 7th floor) in April. Furniture First is a home furnishings & mattresses only buying cooperative representing independent retailers from medium-low to medium-high end quality products across the United States. If you would like more information about the organization, please contact Tom Unger, Director of Membership, at 1-800-411-3477 ext. 132 or via email at TUnger@FurnitureFirst.com.