Mattress Firm enters Wisconsin market

Sleep shop chain Mattress Firm is accelerating its turnkey franchise program with the opening of its first Wisconsin store. The new Pleasant Prairie outlet is the first of 10 locations that franchisee Chuck Dawson, a former Sealy executive, expects to open in the Milwaukee and Madison markets this year.

“We are pleased to bring Mattress Firm’s unique shopping experience to Wisconsin,” Dawson said. “Our Comfort by Color and body–mapping technology is unmatched and makes shopping for a mattress easier and more affordable.”

The retailer carries Sealy, Simmons, Sleep to Live and Tempur–Pedic brands, as well as a private–label line manufactured by Symbol Mattress. The franchise is partnering with a local shelter, Women and Children’s Horizons in Kenosha, donating new mattresses, sheets and pillows.

Mattress Firm, based in Houston, operates more than 500 stores in 38 markets across 21 states.

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