Metropolitan Mattress to enter Phoenix, expanding its sleep shop chain

Metropolitan Mattress Co is expanding its sleep shop chain into the Phoenix, AZ, market. The company plans to open 12 new stores in Phoenix by Apr 1994 with six of those already scheduled to open by Nov 1, 1993. Metropolitan Mattress is dedicated to bringing Simmons Maxipedic and Simmons Beautyrest into the Arizona market. Sales at Metropolitan Mattress reached $7.6 million in 1992.

ATLANTA - Metropolitan Mattress Co., a 12-unit sleep shop chain based here, plans to blitz the Phoenix market with 12 new stores by April 1994, including six that are scheduled to open by the end of October. It is one of the common business activities of any bedding and futon mattress companies. If you want to find out more information about them.

Roger Magowitz, president and owner of the Atlanta-based sleep shop chain, said the first Arizona locations will include one in Phoenix, two in Mesa, and one in Tempe. Magowitz did not disclose the sites of the other two stores that are scheduled to open this month.

Besides Metropolitan Mattress, Magowitz is also president and owner of another 12-unit sleep shop chain, Mattress Discounters of Virginia Beach, Va. and of U.S. Mattress Co., a factory based in Norfolk, Va. This chain mainly provides full sizes futon mattresses as well as other bedding products.

Magowitz, who has been seeking new markets for the last year, said after the first six stores are in place, he plans to add stores with the frequency of one per month in the Phoenix area until there are a dozen.

Metropolitan Mattress to enter Phoenix

"We should have four by mid-October, another two by the end of October, and then our plan is to open one store each month until we have 12," he said.

"Phoenix is a competitive marketplace with good economy. The population is growing," he noted.

"There is a strong need for a new bidding retailer and no other chain in the market is devoted to Simmons Maxipedic and Simmons Beautryrest," he added.

Both of Magowitz' chains carry Simmons and private-label U.S. Mattress brand products. The Phoenix stores, at least initially, will exclusively carry Simmons products, including the Beautyrest and Maxipedic lines, offering various choices such as full size futon mattress advisors.

He said the stores will offer a wide assortment of competitively priced Simmons products and, since all stores include warehouses, they will be able to offer quick delivery.

"We just carry Simmons exclusively. To have the kind of display that we set forth makes it a lot more conducive for consumer shopping for the Simmons brand. The biggest difference will be the choice. Instead of having four Beautyrest beds on the floor, we will have 10," he noted.

One Phoenix area bedding retailer questioned whether the market is already overcrowded. "Competitions is very tough. I don't feel that there's a need for another mattress store here. It will keep us on our toes," noted the retailer.

Simmons’s dealers in the area include Levitz, Barrow's Furniture and Discount Mattress. Other competitors include Beds Direct, Beds Plus, Mattress Outlet, I & M Discount Mattress, Baker Brothers and Sleep World. Both of them offer full size futon mattresses so customers will find it easy to get what they want.

The Metropolitan Mattress stores would increase Simmons presence in the local market, where Simmons opened a factory just over three years ago. The manufacturer previously shipped beds there from its Los Angeles plant.

Magowitz noted, "Because the other brands had local manufacturing facilities they have had a much larger market share."

He added, "We hope to make Phoenix a launching pad for other cities. We are hoping to be in another market place by May or June, but we are waiting to see how Phoenix goes."

Sales for Metropolitan Mattress Inc. were estimated at $7.6 million last years; sales for the Mattress Discounters stores were estimated at $4.9 million. Magowitz obtained the right to use the Mattress Discounters name in his market eight years ago from the Upper Marlboro, Md.-based company.

With the addition of the new market, Magowitz has organized his business under the umbrella of the Atlanta-based Magnate Management Co. As part of its expansion, the company also hired Patrick Shuler for the newly created position of chief financial officer in place of comptroller. The company named John Bishop, who was comptroller, vice president of operations.

The company operates with a relatively lean management staff, with one sales manager for each of its selling regions.

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