Why So Many Mattress Stores?

NEW LENOX, IL — You’ve seen them. Really, you can’t miss them. Four mattress stores within several miles, all along Lincoln Highway (Rte. 30) in New Lenox. The public outcry is nearly constant, with the latest comments pointing to the Mattress Firm moving in near LA Fitness.

“Seriously New Lenox...how many mattress stores do we need?!?!?! There are 5 within 1 mile of one another,” wrote one New Lenox Patch FB commenter. “Can we get some other shops or restaurants please???”

New Lenox Mayor Tim Baldermann would like to point out it’s four—not five. (The one moving in near LA Fitness is relocating from the strip mall where it is positioned next to Jimmy John’s.)

But sure, Baldermann says, let’s talk mattress stores and why this is happening.

‘It’s like Walgreens and CVS’

New Lenox is not the only place experiencing the mattress store mayhem. In Frankfort, you have American Mattress at 20151 S. LaGrange Rd., and Mattress Firm just a skip away at 19959 South La Grange Rd. There’s also the Sleepy’s at 11043 W. Lincoln Hwy. In Orland Park? A Mattress Firm at 14928 S. La Grange Rd., Mattress Firm Clearance at 14724 S. La Grange Rd. and Discount Mattress at 14700 S. La Grange. And there’s also the American Mattress at 15159 S. La Grange Rd.

It’s common too in northwest Indiana, where mattress stores are strategically placed along the ever-busy Indianapolis Boulevard.

BUT WHY? Why so many?

Let’s talk logistics. Did you know that Sleepy’s recently leased a 300,000-square-foot space in Romeoville, from which they shuttle their mattresses out to the Chicagoland and northwest Indiana regions? Aaron McDermott, president of real estate agency Latitude Commercial recently broke it down for the Times of Northwest Indiana.

“Once they leased that space, the plan was to come out to the Chicago market and Northwest Indiana Indiana with the retail stores. The national brands may make a certain number of brands, but they then give each store like Sleepy’s or Mattress Firm their own unique name for the same or very similar mattress. If you think about it, since all you have to do is change the tag and send it off, you can have five different name brands with only one true model you are producing.”

—Aaron McDermott, President of Latitude Commercial

Baldermann says it’s also no coincidence they’re clustered closely together—and he’s correct. They strategically set up shop within close proximity of each other, to develop a brand awareness as strong as CVS or Walgreens. And often, they choose a location near other retail—or where the consumer base is already strong. Some might plunk down near retail anchors such as Walmart, Home Depot, or Kohl’s (we’re picturing where many are located, and yep. Right again).

For New Lenox, that’s Rte. 30. For Frankfort and Orland Park? Which stretch gets more bang for the buck than La Grange Road?

“It’s not just happening in New Lenox, it’s happening everywhere,” Baldermann said. “These businesses have been around a long time, they look at what the communities will support.”

Again, notch another point for the mayor. In the third quarter alone Mattress Firm, the company’s largest mattress retailer, reported opening 87 new stores nationwide and closing 15, bringing the total number to 2,295, according to an investors press release. To date this year, the company has opened 236 new stores and closed 35 stores, adding 201 net store units.

The stores have low overhead costs, as they are factory-direct. They require fewer employees than other retail stores, and those employees are often paid on commission. Even if a store is “failing” in comparison to others, its doors may be kept open to keep the brand awareness strong. You might notice fewer Sleepy’s stores in the future, as Mattress Firm on Nov. 30 announced it will acquire the brand for a hefty $780 million. Scooping up Sleepy’s 1,050 stores brings MF’s grand total to nearly 3,500 across 48 states.

MAP: Mattress Stores in the South Suburbs

People Need Them

You’ll always need a place to plop your head, and mattress retailers know it. With the economy improving and relatively low real estate prices, people are once again building or buying homes, increasing their need for the durable good. Some mattresses might cost $1,000, but people are more willing to part with that now, as compared to in previous years. If they’ve been delaying the purchase, they might decide now’s the time, one economics professor told the Times.

As for how many are in New Lenox, Baldermann said he can’t turn away a viable business that meets all zoning and permissions requirements to join the local business community. Also, the locations in New Lenox have filled vacant lots, or replaced dilapidated, vacant buildings with new structures.

“Somebody is spending millions of dollars to tear down (old) buildings,” Baldermann said. ”We can’t tell them no (if they’re properly zoned). We can’t stop them from doing that.”

As for answering to people’s complaints, he believes it’s the stores’ high visibility that creates the uproar.

“It’s just that they’re all on Route 30, because it’s where the concentration of businesses is,” he said.

“They’re a business that’s paying taxes. Our community is growing, it’s doing great. We’re taking down older buildings, putting up new ones. Everybody wants the big fancy, white tablecloth restaurant, but they don’t understand that going there once a year for their anniversary isn’t going to keep their doors open.”

Great things are happening for New Lenox, too, he reminds residents. Bulldog Ale House draws steady business. Fleckenstein’s chose New Lenox as its new home. Lou Malnati’s will open a carryout location soon. Five Guys is moving in near LA Fitness. Arrowhead Ales will soon open where Charleston’s once was.

“We’re a town of 26,000, think about all the things that are happening here,” Baldermann said.

A company like Mattress Firm must see potential in New Lenox.

“Why are there three Dunkin Donuts, three Walgreens?” Baldermann said. “They wouldn’t go there if they weren’t going to be successful.”

All the grumbling about mattress stores might be proof that their marketing is effective.

“Everybody’s talking about Mattress Firm,” Baldermann said. “It seems to be working, doesn’t it?”