Mattress store chain to open 8 locations in southeast Wisconsin

Houston-based mattress store chain Mattress Firm, which has about 530 locations, is entering the Wisconsin marketplace.
The chain’s franchisee, Chuck Dawson, a former senior executive at Sealy, opened a store this week in Pleasant Prairie and plans to open seven more stores in southeastern Wisconsin and two in Madison this year.
The Pleasant Prairie store is located at 9901 77th St., Suite 870, in the Shoppes at Pleasant Prairie.
The chain will open a store in the former Krispy Krème donut shop location at 19165 Bluemound Road, Brookfield, in March and at 3020 S. 108th St., West Allis, in May. Dawson declined to disclose any other planned locations in southeastern Wisconsin.
Most of the chain’s stores (including the Pleasant Prairie, Brookfield and West Allis locations) are about 4,000 square feet in size. The chain also has clearance center stores of 6,000 to 10,000 square feet. One clearance center store will be opened in Madison and one in Milwaukee this year.
Mattress Firm wants to expand into Wisconsin because the Milwaukee and Madison areas have a small number of specialty mattress stores, Dawson said. Most mattresses in the area are sold at furniture stores, he said.
Mattress Firm sells brand name bedding products including Sealy, Simmons and Tempur-Pedic. The company also offers its own Mattress Firm Direct products, which will be manufactured at Symbol Mattress Company in Watertown.