Verlo Mattress Factory Stores' Business Model Offers Unique Franchise Opportunity

Whitewater, WI July 9, 2004 -- With over 2,000 franchise opportunities available in more than 75 industries, deciding which opportunity is right for you can be a daunting task. Verlo Mattress Factory Stores offers the only franchise opportunity in the $7.7 billion-a-year sleep specialty industry. With its low entry cost and small labor requirements, Verlo provides a unique niche in the franchise marketplace.

Recently, Furniture/Today noted that smaller manufacturers and retailers demonstrated a higher percentage of sales in 2003, further signifying that sleep specialty products are resonating with consumers. The publication also ranked Verlo in the top ten of all single-brand furniture retailers in the country, noting Verlo as "shining stars in terms of sales and growth."

Verlo Mattress Factory Stores continues to rapidly gain market share. According to the Company's 2003 Earnings Claim, the average Verlo franchise organization generated an EBITDA (Earning Before Interest, Taxes, Depreciation and Amortization) of just over 9%. Also according to the Company's Uniform Franchise Offering Circular, 26% of the franchise organizations reported EBITDA of 9.94%. The company average for Verlo Mattress Factory Stores Franchisee in 2003 was reported at $149,886.00 EBITDA.

"We are very excited about our push to become a national franchise concept" stated Dave R. Young, President of Verlo Mattress Factory Stores LLC. "We are thrilled with our recent successes both in the retail arena and the new franchise growth, 2004 has already broken our previous growth and development expansion records."

"We are beginning to reach multi-concept/multi-unit operators looking for non-competitive retail brands that have simple, low labor operating systems. Our business model that starts with a factory/showroom location supplying manufactured products to showroom only locations allows for quick market penetration," adds Bruce Major, Franchise Development Manager at Verlo Mattress Factory Stores LLC.

Since 1958, Verlo has been handcrafting mattress sets specific to each individual's need just days prior to being delivered. Since each mattress set is hand-made at the factory location, Verlo is able to cut out the middleman and sell high-quality products and a very competitive price. All products at Verlo are guaranteed--another unique feature other mattress retailers do not offer. Each mattress set at Verlo comes with a 60-Day Comfort Guarantee, which states that if a customer is not satisfied with their mattress, Verlo will adjust the comfort level of the mattress free of charge.

"Consumers today lead extremely busy lifestyles. If you sleep on a better mattress, you will sleep better, giving you the energy needed to accomplish the things that are important to you during the day," says Young. "Verlo's was founded on the philosophy of delivering the highest quality products at the lowest cost directly to consumers," Young adds.

The cost of entry into the franchise system is extremely low compared with other similar return/investment franchise opportunities. Initial costs to set up a retail/assembly location are just under $200,000. Franchisees are also given the opportunity to populate a marketplace with additional retail/showroom locations, using the initial retail/assembly location to supply the finished product.

"Our model is extremely efficient. Retail/assembly location footprints typically run between 7,000 and 10,000 square feet, employing six to ten employees. Retail/showroom locations typically are 2,500 to 3,000 square feet, with an average of just 1.5 employees," according to Major. "When potential franchisees look at our business model and start to compare our cost model and affordable repeatability within the marketplace, plus review the low labor issue, it becomes a very desirable investment opportunity," adds Major.

As a technology-forward company, Verlo's online portal, MyVerlo.com, is the company's main communication vehicle. All employees are provided access to a wide variety of information—from sales tracking to continuing education to online forums to sharing ideas. Since this system is web-based, franchise owners can access the information whenever and wherever internet access is available. This allows franchise owners to remain focused on growing their business.

Owners also participate in a comprehensive training program, with ongoing support provided by the Company's home office staff. Starting by working with its owners on site selection, Verlo provides owners with a market overview, real-estate evaluation, demographic study and media analysis. Once a location is established, ongoing training in sales management, operations and technology support is provided.

Today, Verlo has 35 franchise owners, averaging 10+ years in the business. The Company is seeking to expand throughout the nation, and has put in place very strong review criteria and development programs. "I have never seen anything with the same business model as Verlo. It is highly successful and can be applied in both large multiple units, and small single facility markets," says Major.

About Verlo Mattress Factory Stores
Headquartered in Whitewater, Wisconsin, Verlo Mattress Factory Stores is the nation's largest Craftsman-Direct® mattress retailer, providing specialty sleep products directly to customers. The Verlo Mattress Factory Stores Craftsman-Direct philosophy is a unique concept in the industry. Mattresses are handcrafted to customer's specifications just days prior to delivery.

In addition to mattresses, Verlo Mattress Factory Stores also sell a wide range of futon sofa sleepers and futon sofa sleeper mattresses. Customers will also find quality ornamental headboards, pillows and mattress pads.

Founded in 1958, Verlo Mattress Factory Stores currently has 73 locations throughout the United States. The Company opened its first franchise organization in 1981. Currently spanning 7 states and growing towards its national goal, the Company has consistently demonstrated positive growth by number of units and gross sales. To learn more about our franchising opportunities, visit www.verlofranchise.com .





This article courtesy of http://www.mattressresources.com.
You may freely reprint this article on your website or in
your newsletter provided this courtesy notice and the author
name and URL remain intact.

Submit Your Article