In addition to its recent Chicago store opening, the mattress resource has several planned for the balance of the year
CHAGRIN FALLS, Ohio — The recent opening of its latest store in Chicago is just part of a planned retail expansion that is growing the mattress manufacturer’s store footprint by 20% by year end.
This past week, the company unveiled its new 2,500-square-foot store at 643 Central Ave. in the Chicago suburb of Highland Park, Illinois, its 21st store location and its largest, according to company officials.
As part of the July 13 opening, the company had all-day festivities that included a ribbon cutting and a happy hour with food and drinks. It also gave the first 100 guests inquiring about a mattress store discounts and a curated gift bag as well as a chance to win the company’s EOS Organic mattress, its Organic Breathable crib mattress and a Soho 3-in-1 convertible crib set, to name a few core product offerings.
In addition, the Chicago opening coincides with its partnership with Humble Design Chicago, a nonprofit that helps design and furnish homes for individuals, families and veterans emerging from homelessness. The partnership gives consumers a chance to donate their old mattress or other approved household items to Humble Design for store discounts ranging from 15% to 25% off.
Thus, the latest store is part of the company’s efforts to connect with consumers, not only with its own product line, but also through its community outreach.
It’s also part of an omnichannel experience that acknowledges the importance that consumers place on the traditional shopping experience at brick-and-mortar stores.
“Studies show that 82% of consumers want to view and touch products before purchasing, and Naturepedic aims to offer the highest quality experience to their customers, from point of purchase to a great night’s sleep. Free of polyurethane foam, glues and adhesives, polyvinyl chloride toxic VOCs, their customizable mattresses are designed to be safe, trusted and enjoyed,” the company said, adding, “In response, the company is shifting its retail growth strategy to focus on its omnichannel retail presence.”
It also noted its wholesale relationships extends to major retailers such as Bloomingdales, Raymour & Flanigan, Pottery Barn, Restoration Hardware, Target, West Elm and Babylist, to name several.
But the company is intent on growing its own store footprint as well. It has four more company-owned stores planned between now and the end of the year with possible locations in Southeast Florida and the New York City area, the company told Home News Now. Ranging in size between 1,500 and 2,700 square feet, these new stores would bring the total count to 25 in North America.
It noted that the Chicago location, with its larger footprint, will accommodate a growing product line.
“We’re going to introduce a line of bedroom furniture in Q4 and wanted the extra room,” said Arin Schultz, vice president of sales and marketing.
“As one of the first companies to enter the organic mattress space, we’re excited to be in a position to grow, expand our retail presence and offer consumers additional touch points to Naturepedic,” Schultz added. “We believe this retail growth will further position Naturepedic as the leader in sleep accessories for those who prioritize health, wellness and sustainability.”