Verlo Mattress: Redefining Sleep with Personalized Comfort

Founded in 1958 in Wheeling, Illinois, Verlo Mattress began as a small operation by partners Guy Day and Dale Williams, who crafted custom mattresses for their furniture store.

The overwhelming success of their mattresses led them to focus solely on bedding, eventually relocating the company to Wisconsin. The name "Verlo" is a tribute to their wives, Verna and Lois. Today, Verlo is headquartered in Milwaukee, Wisconsin, and has been franchising since 1989.

Verlo Mattress specializes in locally crafted, made-to-order mattresses sold directly to consumers. This direct-to-consumer model eliminates middleman markups, allowing Verlo to offer high-quality products at competitive prices.

What sets Verlo apart in the competitive mattress industry is its commitment to customization and local craftsmanship. By building mattresses on-site and offering personalized adjustments, Verlo provides a unique value proposition that resonates with consumers seeking quality and comfort.

Training

Verlo Mattress provides a structured and multi-phase training program for franchisees and their managers to ensure effective store operations. Here are the numbered training programs:

1. Initial Training Program: Conducted at Verlo's facility in Greenfield, Wisconsin (or another designated platform), this program includes at least 40 hours of core instruction and 12 hours of follow-up across topics such as sales, production, store management, and marketing.
2. Managerial Training: If a new general, retail, or production manager is hired after the store opens, they may be required to complete the same initial training at the franchisee’s expense.
3. Refresher and Additional Training: The company may require periodic attendance at refresher courses or supplemental training delivered in person or via online platforms. This may include attendance at regional or national conventions.
4. Franchisee Responsibility for Staff Training: Franchisees are responsible for ensuring that all managers and employees receive ongoing training to comply with franchise standards. Verlo provides digital tools and manuals to assist in this.
5. Virtual and In-Store Support: Verlo may offer virtual sessions and on-site support, especially around the opening phase, covering store layout and production setup.

Territory Protection

Verlo Mattress provides its franchisees with a defined protected territory upon approval of the store location. This territory typically spans a four-mile driving radius or is based on geographic and demographic factors.

While Verlo agrees not to open or license another store within this area during the term of the franchise agreement, this protection only applies to physical locations.

However, Verlo reserves the right to engage in various forms of distribution and sales that may impact the protected territory. This includes online sales, mobile units, or licensing of competing brands. Franchisees may therefore face competition despite having a defined geographic territory for their store.