Brighton-based US-Mattress, a chiefly online mattress retailer with five storefronts in metro Detroit, plans to open three more showrooms in Wayne and Oakland counties within the next year, and add 15 to 20 stores in the area within the next few years.
“We see the opportunity to extend our brand from online and bring it into a physical store and reach a lot more customers,” says Joe Nashif, president of US-Mattress. “We’ve taken our online customer process and brought that into the retail setting.”
Nashif says the brick-and-mortar locations feature similar services to shopping online, such as a 10-point comfort scale to help customers gauge how the mattress will feel, price comparison screens, and information about all the materials in the mattresses.
US-Mattress, which has storefronts in Birmingham, Plymouth Township, West Bloomfield, and a furniture store in North Carolina called Carolina Rustica, opened showrooms in Southfield and Bloomfield Hills last month. Nashif says metro Detroit will be the focus of the company’s expansion efforts.
“As this rollout goes, as we continue our success, then our business model can easily be dropped in to any other outside model because we’re already advertising with a presence over the Internet and we’re already in all the markets across the country anyway,” Nashif says. “Once we have a good base here in Detroit, we would look to go to other cities.”
He says US-Mattress, founded in 2001, was one of the first companies to start as an ecommerce business and then expand with brick-and-mortar locations.