Mattress Firm’s Growth Vision is Reality

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Prominent Industry Players To Open Three New Mattress Firm Franchise Locations

HOUSTON, August 6, 2010 – Mattress Firm, Inc. is pleased to announce three new franchise markets in Tulsa, OK; Johnson City, TN; and Tyler, TX.

The Founders are BACK!

Harry Roberts, one of the original Mattress Firm founders, and his brother, Charlie, returned to their Mattress Firm roots in early 2010 to help expand the franchise department. Through their vision, guidance and efforts, they helped build a solid foundation for the progressive turnkey franchise program.

The duo was inspired by the entrepreneurial spirit of new business owners and began researching options within the industry. After meeting with Mattress Firm on available franchise options, they realized they had an opportunity to be involved on a much grander scale, especially considering the company’s tremendous growth and concentrated franchising efforts.

“Originally, we decided to work with the franchise department on bringing this great concept to deserving entrepreneurs. While helping others to get started, we thought – we should be opening Mattress Firm stores of our own!” laughs Harry.

The Roberts brothers will take on a dual role - continuing work in the expanding franchise department and becoming the franchisees for the Tulsa market. “We’re all in; and, we couldn’t be more excited!” said Charlie.

Keeping it in the family…

Wendy McIlquham joins Mattress Firm as one of the company’s growing number of female franchisees. The past four years, Wendy served as Vice President of Marketing for ArborCraft Flooring and previously as Director of Marketing for Norwalk Furniture, a high-end custom upholstered furniture manufacturer. No stranger to the furniture industry, Wendy looked at numerous franchise opportunities. Before making the final decision, Wendy consulted her brother-in-law, Dave McIlquham. “I looked at options and through my experience in the furniture industry and Dave’s mattress industry experience, it was a simple decision. If I’m going to do this, I’m going to do it with the best! Mattress Firm’s entire business model, brand, culture, and growth was extremely appealing,” says Wendy. Opening her first location in Johnson City, TN., Wendy is excited to build her family business in the thriving Tri-Cities community.

“I knew that if I were to put my name on something in my local community, it had to represent my ideals,” says Wendy. The advice she received from Dave pointed to Mattress Firm as the right direction. “Dave has years of experience in this industry. Not only do I trust his confidence in Mattress Firm, but his excitement about Harry and Charlie Roberts returning reinforced that I was making the right choice.”

Recognizing Mattress Firm’s commitment to the highest standards, Wendy felt it was a great match. In her new venture, Wendy is joined by nephews and franchise partners Colin and Adam McIlquham, both current Mattress Firm employees.

A GRAND Opening…

Judy Smith, newcomer to the bedding industry, is also a new addition to the growing number of Mattress Firm female franchisees. Judy is joined by her son, Jeremy Bibb, and brother, Denis Jones, in their family venture in Tyler, TX. No stranger to the ins and outs of high-end products and exceptional customer service, Judy and her family’s experience covers the spectrum of residential services. Judy is an established high end residential realtor, her son Jeremy works in the construction industry and her brother Denis owns a local custom pool retail business.

Judy is long-time friends with Harry and Charlie Roberts and when they told her about the franchise opportunity with Mattress Firm it was just what she had been looking for. “When Harry and Charlie told me about the franchise option with Mattress Firm, I couldn’t say no. We had been searching for something we could do together as a family that was long-term. With a Mattress Firm franchise, we can do just that. The company has been around for over 20 years so it’s evident this is definitely a long-term venture for us.” Friday, August 6, 2010 Judy opened her doors and their first sale was a Grand King set. This is truly a grand opening!

A franchise organization on the move…

Jason Goodman, Manager of Franchising for Mattress Firm, is very excited for the addition of these three new high caliber franchisees into the Mattress Firm Family. “We have plenty of markets left to open and are ready to discuss these opportunities with potential franchisees.” The growth of the program is further illustrated by Chuck Dawson, who has added seven franchise locations in Milwaukee and Madison, WI since February of this year. Dawson’s background has equipped him with a tremendous amount of management experience and a deep knowledge of the bedding industry Dawson spent more than two decades with leading mattress maker, in various management positions - most recently as senior vice president of national accounts before leaving to explore retail opportunities.

“In the past six months, I’ve opened seven locations in new markets,” says Dawson. “The success in Milwaukee and Madison has been exceptional and I look forward to expanding and adding additional locations throughout the year. As a result of my experience in the industry, I recognized the Mattress Firm program was the best option to get stores open quickly and maximize my investment. I am very happy with my decision and success.”

Mattress Firm Franchise Program

Mattress Firm offers a comprehensive franchise package providing assistance in all facets of the business from operations, to sales, to store design, to market leadership building. The franchise package also includes systems, distribution and a proven marketing mix to support franchise partners. There are numerous franchise opportunities including area development, conversions, and satellite locations. Mattress Firm is looking to combine its industry leading brand with top entrepreneurs in local markets throughout the country.

For information on franchise opportunities, please contact

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