No longer dreaming about a better way to present sleep comfort, respected Minneapolis retailer Jim Gabbert of Gabberts Furniture and Design Center launched Zia Sleep Sanctuary, a dedicated sleep store in nearbyEden Prairie.
Opened since November, the rationale for the 4,500 square foot specialty store rests on a comfortable principle: All people want restful sleep and will invest in sleep systems helping them to live better.
“People want more than mattresses. They want comfortable sleep to awaken refreshed to be productive all day,” he says. “Comfortable sleep is not bought as an appliance.”
Zia marketing soothes consumers in gentle, persuasive messages of attainable comfort, in stark contrast with the typical bombast of harsh bedding messages focused primarily on price and “absurd discounts.”
“I’ve read the research, as well as important articles in SleepSavvy, magazine” he explains. “A friendly and honest solution-driven store is what we believe people want and need, as we seek to establish a relationship with customers for life.”
More Zia stores are planned from the greater Twin City area. Key suppliers include Boyd, ComforPedic and Natura, with prices ranging from $1,500 to $10,000. The environmental merchandising context exudes special lighting, aromatherapy, special pillows and related accessories.
Bedding will remain a category at Gabberts located about five miles away.
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