Furniture First, a purchasing cooperative of U.S. furniture retailers based in Harrisburg, Pennsylvania, has launched a new website supporting the buying group’s proprietary private-label mattress line, Mattress 1st.
The new version of Mattress1st.com was timed to coincide with the retail launch of the updated Mattress 1st product lineup, which was introduced at the Winter Las Vegas Market in January.
“The Mattress 1st line works for our members because it complements the major brands they carry,” said Kerry Diem, director of sleep products and Mattress 1st stores. “It’s a strong product with great margins, but it doesn’t take away from our members’ higher-end business. For the refreshed lineup, we streamlined the models and focused on the top performers of the previous line.”
Mattress1st.com features all 24 beds in the line. It also includes dealer locator and information about the group’s Mattress 1st retail stores, which enables members of the buying cooperative to co-brand bedding galleries within their stores or as separate free-standing sleep shops.
According to a news release, the approach allows Furniture First members to compete with specialty stores by letting their customers know that they are “in the mattress business.” Dedicated advertising, display elements and floor layout support the Mattress 1st stores but allow retailer autonomy over which brands and models are sold in their stores.
“Our team works hard to support our retailers selling Mattress 1st,” said Dino Cifelli, chief executive officer. “The executive team negotiates the product components before a member committee approves the lineup. That’s when we go to work, building the sales tools to support our members.”
