Serta iComfort-only sleep shop opens

Serta iComfort store ribbon-cutting

The new iComfort store ribbon-cutting with representatives from American Mattress and Serta. (From left) Scott Hayes, Barbara Bradford, Frank DeMaio, Mike Kenna, Bob Sherman and Mike DiGrazia.

A sleep shop devoted solely to the sale of the Serta iComfort Sleep System brand opened June 18 at the Yorktown Shopping Center in Lombard, Ill. The store is owned and operated by Frank DeMaio and Mike Kenna, owners of American Mattress, a 90-store sleep shop chain that retails the Serta and Tempur-Pedic brands in the Chicago and Indianapolis markets.

“This is a truly exciting endeavor for us,” DeMaio said. “Our goal is to make every shopper feel relaxed and comfortable from the moment they walk into the store and to give them the personalized shopping experience they need to select the right iComfort Sleep System.”

The iComfort store “offers mattress shoppers a unique luxury shopping experience by combining the look and personalized service of an upscale boutique with a technology-assisted sales experience,” a news release said.

All seven iComfort mattress models are displayed on Serta Motion Perfect adjustable bases. Shoppers may use one of the store’s iPads at the point of sale to learn more about the beds. The store also carries a selection of iComfort accessories, including pillows, and a full assortment of Sleep to Go by Serta top-of-bed items.

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