Shopping Centers and Retailers and Merchandising and Retail and Real Estate & Retail

Eight Mattress World locations to rebrand as PureSleep

October 18, 2013

Although customers might infer from their current “total liquidation” ads that the Indianapolis Mattress World locations are going out of business, they in fact will continue to sell mattresses and other sleep gear under a new name.

Art Van Furniture, the Warren, Mich.-based owner of the eight Mattress World locations in central Indiana, plans to convert the stores to its more upscale signature Art Van PureSleep brand by early November, according to the firm.

“Mattress World and most other bedding retailers just sell mattresses and try to add on accessories,” said Diane Charles, Art Van’s director of corporate communications. “PureSleep is focused on restorative sleep and health.”

PureSleep stores use a diagnostic system to evaluate which mattresses and pillows are the most comfortable for customers. Specialty sleep stores are one of the fastest-growing retail categories, according to the firm.

The eight Mattress World locations in central Indiana are located in Castleton, Greenwood, Avon, Carmel, Noblesville, Plainfield, and Columbus, plus a warehouse and showroom in northeast Indianapolis. A ninth PureSleep store is planned for the area later this year.

Art Van is in the process of training Mattress World employees to work with the diagnostic equipment. None of the firm’s approximately 20 employees in central Indiana will be layed off, Charles said.

The Mattress World locations all will be branded as PureSleep by early November.

A similar process is under way in Art Van’s 20-plus Mattress World stores in Michigan. The wave of conversions will create a total of 76 Art Van PureSleep stores.

Art Van currently operates PureSleep stores inside all 35 of its furniture stores, in addition to 10 freestanding PureSleep stores in Michigan and Ohio.
 

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