Texas Mattress Store That Sparked National Outrage For 9/11 'Twin Towers' Sale To Reopen

SAN ANTONIO, TX — The mattress store that sparked national outrage over its advertisement for a 9/11-themed "Twin Towers Sale" is set to reopen, its owner said Thursday.

“We believe our best path forward is to re-open our doors as soon as possible, following the hiring of new staff and training,” said Mike Bonanno, owner of the Miracle Mattress store. “When we open, we will do so with a renewed focus on community support and humility.”

In the days prior to Sept. 11 — on the 15th anniversary of the terror attacks — three employees were featured in an ad produced for the company's social media platforms. In it, a pitch woman excitedly conveys their planned sale during which customers can buy any size mattress for a "twin mattress" price — the "twin" allusion to the World Trade Center towers that fell in New York City following the attack.

Flailing her arms with feigned excitement, the woman knocks two men at each side of her onto two stacks of mattresses representing the towers while the three scream in mock horror. "We'll never forget," the pitch woman then says into the camera in a faked somber tone.

The reaction to the ad was one of universal outrage, prompting Bonanno to announce on Sept. 9 he would be closing the Miracle Mattress store indefinitely. But indefinitely lasted less than a week, given Thursday's announcement.

On the company's Facebook page, Bonanno said the store would be reopened with new employees who have undergone sensitivity training. What's more, the company will donate to charities benefiting 9/11-related causes.

"For the last week, our Miracle Mattress family has struggled with how to respond to the pain we caused and the deserved national outrage over this regrettable decision," Bonanno wrote. "Our most important step ws to close our doors and remain silent through the 9/11 anniversary. We closed to be respectful to those those we hurt and offended."

But that was then. After six days of reflection and a shakeup in the employment ranks, the doors to the business will be reopened, the owner said.

"When we open, we will do so with a renewed focus on community support and humility," Bonanno wrote.

The proprietor vowed to make a donation to the group Tuesday's Children in New York City, a response-and-recovery organization supporting youth, families and communities impacted by terrorism and traumatic loss. Bonanno said he also will continue to search for a non-profit group to enhance efforts to donate mattresses and box springs to low-income children in the community — efforts the company has undertaken in the past.

He ended his missive with yet another apology — one of several he's made to the community as outrage built up in response to the ad. "To San Antonio, we simply say we are sorry for putting our community at the forefront of a national disgrace. We ask for forgiveness and an opportunity to earn support in the future."

There was no word on the exact date for the store's reopening.

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