STORES Magazine - September 2017 - 31
Parent company: Marcus
A Sleeper Hit
Verlo Mattress is capitalizing on
a new way to sell mattresses: as
luxury items displayed in a unique,
Free-standing "pod fixtures"
with walled-in enclaves hold four
beds each, making it possible for
guests to shop the mattresses in
comfort and privacy.
Sales associates receive six
weeks of training and use an
iPad app that asks customers
questions about their sleep habits
to help identify "their ultimate
sleep experience." The company
also sells adjustable bed bases,
foundations, pillows, linens and
other accessories, as well as sleep
The Milwaukee-based chain,
named for the founders' wives
Verna and Lois, is designed to be
"more than a mattress store,"
says Kathy Thornton-Bias, Verlo's
president and chief operating
officer. "Our belief is that a
mattress is not a commodity," she
says. "It is closer to a luxury item.
It is where customers spend a
large part of their day."
Verlo manufactures its
mattresses, which can be made
firmer or softer according to
customer preferences; a new line
of "made-to-go" foam mattresses
can be taken home right away.
Thornton-Bias says Verlo uses
its six corporate stores as a
dish to try out new concepts
and ideas before we roll them
out." The company's 20 factory/
showroom stores average 11,000
square feet; retail stores average
- Liz Parks
STORES September 2017 31