Verlo Mattress offers custom mattresses and sleep solutions, providing personalized comfort and support for a good night's rest.
KEY FRANCHISE STATS
Franchisees
?
27
+
4%
4%
Franchise fee
?
$50,000
Investment
?
$270,000 - $714,000
Revenue (AUV)
?
Undisclosed
$1,859,000
+
n.a.
n.a.
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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.
Initial investment
The initial investment required for a Verlo Mattress franchise is
$270,000 - $714,000.
That is the total cost you would need to finance if you were to start this franchise.
These costs are provided by the franchisor in the Franchise Disclosure Document.
Verlo Mattress offers 2 types of franchises:
Store Type
Initial Investment Range
Factory and Retail Store
$482,456 – $714,362
Retail Store
$269,684 – $404,157
We are summarizing below the main costs associated with opening a Verlo Mattress Factory and Retail Store.
For more information on the various types of franchises and its costs, refer to the Franchise Disclosure Document (Item 7).
Type of Expenditure
Amount
Initial Franchise Fee
$50,000
Travel and Living Expenses during Initial Training
$5,625 to $7,890
Initial Training Fee
$4,000
Professional Fees
$0 to $34,850
Leasehold Improvements and Construction Costs
$119,162 to $182,716
Prepaid Rent and Security Deposits
$20,417 to $29,167
FF&E
$110,691 to $207,728
Initial Inventory, and Floor Models
$40,000 to $65,000
Grand Opening Advertising Expense
$40,000
Insurance
$350 to $800
IT Fees Start-up
$3,803
Start Up Capital: 3 months
$88,408
Total
$487,456 to $714,362
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Verlo Mattress offers 2 types of franchises:
Store Type
Initial Investment Range
Factory and Retail Store
$482,456 – $714,362
Retail Store
$269,684 – $404,157
We are summarizing below the main costs associated with opening a Verlo Mattress Factory and Retail Store.
For more information on the various types of franchises and its costs, refer to the Franchise Disclosure Document (Item 7).
Type of Expenditure
Amount
Initial Franchise Fee
$50,000
Travel and Living Expenses during Initial Training
$5,625 to $7,890
Initial Training Fee
$4,000
Professional Fees
$0 to $34,850
Leasehold Improvements and Construction Costs
$119,162 to $182,716
Prepaid Rent and Security Deposits
$20,417 to $29,167
FF&E
$110,691 to $207,728
Initial Inventory, and Floor Models
$40,000 to $65,000
Grand Opening Advertising Expense
$40,000
Insurance
$350 to $800
IT Fees Start-up
$3,803
Start Up Capital: 3 months
$88,408
Total
$487,456 to $714,362
Franchise Disclosure Document
Below is Verlo Mattress's 2023 Franchise Disclosure Document. Upgrade to Pro or purchase the FDD to view and download the document.
Number of units
Verlo Mattress had 32 total units in 2023, of which 27 were franchised-owned and 5 company-owned.
Frequently Asked Questions
What is the royalty fee of
Verlo Mattress
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What is the total investment of
Verlo Mattress
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What is the initial franchise fee of
Verlo Mattress
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What is the average revenue (Average Unit Volume) of
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:
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.
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.
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.
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.
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