HOUSTON–Mattress Firm has debuted its “Growth by Design” strategy, which calls for aggressive expansion for the specialty retailer this year and in the future.
The components of the program include growth in the number of stores of between 40 and 70 per year, said Steve Stagner, the company’s chief executive officer. In addition, Mattress Firm is investing to expand its e-commerce business, including more promotions and contact with consumers through the company’s Web site and through social-networking sites. Also, Stagner said the retailer would begin a marketing program that would establish Mattress Firm as a “truly differentiated brand.”
“We’ve been very careful in managing our capital during the downturn,” Stagner said, “so we’re in a position to take advantage of the opportunities presented from retailers vacating prime real estate.”
Stagner said the company “has unique characteristics, but we haven’t been effective in communicating those characteristics. We’re looking to build a result-oriented brand and turn the way people think about buying a mattress away from price and toward giving themselves a better night’s sleep.”