With more than 3,500 company-operated and franchised stores across 49 states, Mattress Firm has the largest geographic footprint in the United States among multi-brand mattress retailers. Founded in 1986, Houston-based Mattress Firm is the nation's leading specialty bedding retailer with over $3.5 billion in pro forma sales in 2015. In September 2016, the company was acquired by Steinhoff International for $3.8 billion, and Mattress Firm now operates as a subsidiary of Steinhoff. The company, through its brands including Mattress Firm, Sleepy's and Sleep Train, offers a broad selection of both traditional and specialty mattresses, bedding accessories and other related products from leading manufacturers, including Serta, Simmons, Tempur-Pedic, Sealy, Stearns & Foster, King Coil and Hampton & Rhodes. Select Mattress Firm Investor Presentations and Transcripts Select Mattress Firm SEC FilingsPrevious entry: The Weekly Content Calendar Next entry: A Boost in Productivity: the Benefit of Marketing Automation
Sign up to track 83 nationally aired TV ad campaigns for Mattress Firm. In the past 30 days, Mattress Firm has had 2,341 airings and earned an airing rank of #373 with a spend ranking of #421 as compared to all other advertisers. Competition for Mattress Firm includes Tempur-Pedic, Serta, Beautyrest, Sealy, Casper and the other brands in the Retail Stores: Mattress Stores industry. You can connect with Mattress Firm on Facebook, Twitter, YouTube and Pinterest or by phone at 1-855-877-FIRM. Mattress Firm TV Spot, 'Past Its Prime' Featuring Erik Estrada Mattress Firm Semi-Annual Sale TV Spot, 'Ready' Mattress Firm TV Spot, 'Check Your Tag' Featuring Morgan Fairchild Mattress Firm Foster Kids Toy Drive TV Spot, 'I Believe' Feat. Mattress Firm TV Spot, 'Sleep Train Transition' Mattress Firm Year End Closeout Sale TV Spot, 'Sleep Happy' Mattress Firm Presidents Day Sale TV Spot, 'Queen Sets and Bonus Cash' Mattress Firm Year End Closeout Sale TV Spot, 'Queen Sets'
Mattress Firm Tempur-Pedic TV Spot, 'Sleep Happy' Mattress Firm Tempur-Pedic Overstock Event TV Spot, 'Sleep Happy' Mattress Firm Semi-Annual Sale TV Spot, 'Only Twice' Mattress Firm TV Spot, 'Enjoy Your Tempur-Pedic' Mattress Firm Thanksavings Sale TV Spot, 'Biggest Deals in Sleep' Mattress Firm TV Spot, 'Excited for Bed' Mattress Firm Year End Closeout Sale TV Spot, 'Free Gifts' Mattress Firm Semi Annual Sale TV Spot, 'Sale So Big' Mattress Firm Tempur-Pedic TV Spot Mattress Firm Presidents Day Sale TV Spot, 'Adjustable Sets' Mattress Firm Thanksavings Sale TV Spot, 'Black Friday Doorbusters' Mattress Firm 1 Week Sale TV Spot, 'One Week Specials' Request Trial to View More Want more Access, Content & Connections? We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today.Log in or go back to the homepage. Sicily Dickenson of Mattress Firm Credit: Mattress Firm
As the new chief marketing officer and senior VP-marketing and customer experience at Mattress Firm, the largest mattress seller in the country, Sicily Dickenson is tasked with attracting potential customers to the Houston-based chain's 3,600 stores. She's also battling it out with a host of new industry disruptors, like Casper and Leesa, which sell bed-in-a-box foam wares. To modernize the 31-year-old retailer, Ms. Dickenson plans to reinvigorate the Mattress Firm shopping experience and will tap a new brand agency to do it. Ad Age: What's first on your agenda? Sicily Dickenson: I'll be trying to understand the wants and needs of consumer shopping expectations. Better sleep is becoming more and more of interest to consumers. We spend nearly a third of our life asleep, and performance—whether you're an athlete, a business person, or a teacher—is related to how you're sleeping. We're trying to connect Mattress Firm to that. We're working on a brand strategy that pulls all the great attributes that we already have and looks for the white space that no one is owning in the category.
Ad Age: Many new e-commerce brands say they're shaking up the traditional mattress buying experience. Why has that experience had such a bad rap and how can you overcome it? Ms. Dickenson: There's no real emotional connection to any of the retailers in our space right now. We suffer from this perception that going into a mattress store is going to be like a used car experience—it's a category issue. We're finding through secret shopping research that once you're inside those doors, that doesn't happen. So, we're looking at what's prolonging that perception—how does the store look, what's the store environment? There are a lot of pre-existing barriers to getting people in the stores that we have to deal with upfront. Ad Age: How do you plan to modernize Mattress Firm to compete with the new brands, but still keep your loyal base? Ms. Dickenson: It's an easy way to go to market, to say we're cutting out the middleman and giving you a better deal in our space, but that's not even true.
The idea of a bed in a box, a foam mattress, is not a new idea. They just put a great wrapper and communication strategy around it. The product is something we've had for a long time at a lower cost. There's some really interesting things right now that we have in sleep technology, more cooling technology and more bells and whistles. [Competitors] have simplified it and you're getting a product that's a little less feature-rich. The other thing they did, where we have weakness and where we'll focus, is making selection super easy to figure out. The amount of technology out there—how do we make that easy for the consumer to digest? How can we bring more of a personalized approach but keep it simple? Ad Age: What agencies does Mattress Firm work with? Ms. Dickenson: We will be announcing very shortly a new partner in the brand category. Another partner from an agency perspective is someone [we'll tap] to help with in-store experience. Ad Age: Mattress Firm just started working with Havas New York on its Dream Bed foam mattress.