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EXPANSION

Beds retailer Mattressman bids to go nationwide, 17 stores planned for 2011 plus ITV2 sponsorship

Published 17.03.2011 06:37 | Last Updated 17.03.2011 06:37

 

Regional beds chain Mattressman could almost treble its retail footprint in 2011 if an initial five-store partnership with home improvement retailer Focus DIY proves successful.

 

The East of England retailer, which currently trades ten stores, will open concessions in Focus units in Thetford, Letchworth, Bedford, Huntingdon and Kettering inside the next 30 days, and has already lined up a further 12 concessions for the rest of the year.

 

Mattressman marketing manager Martin Gilmour told the Furnishing Report the retailer wanted to take its store footprint nationwide, and said the agreed concessions would take it as far as the West Midlands and Lancashire.

 

Mattressman generated more than £13m from its ten stores in the year to April 2010, but over half of its turnover is derived from its website, Mr Gilmour said.

 

If the store opening programme continues beyond the initial proof of concept phase, sales could shoot as high as £30m in 2011. Mattressman is laying the groundwork for further national expansion with the sponsorship of ITV2 television programme Kerry Katona: The Next Chapter, which airs in Spring.

 

Mr Gilmour said: "We are creeping northwards and westwards and we want to build the brand so people are familiar with the company when a store opens nearby. We've already seen that web revenues also rise each time a new store opens."

 

Each Focus DIY concession will feature about 26 beds on the shop floor.

 

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