by GREENWICH, Conn. — Sleep retailer Metro Mattress has entered the Connecticut market with a store that features a first-of-its-kind Chattam & Wells boutique.
The two-level, 2,500-square-foot showroom is located on Putnam Avenue on “Designer’s Row” in Greenwich, one of the most affluent areas in the country, down the block from an ultra-premium Duxiana shop, a Mitchell Gold + Bob Williams store, and an exotic car dealership. The upscale boutique on the second floor was inspired by the design of the Chattam & Wells environment in Spring Air’s Las Vegas showroom and features rich wood floors, a current neutral color palette and a red carpet to showcase the high-end line encompassing seven mattresses.
Taking design cues from the furniture side of the business, Spring Air revamped and reintroduced the Chattam & Wells brand earlier this year. “With a signature cotton velvet sourced from one of the finest upholstery mills and a Chesterfield pattern inspired by a major home furnishings specialty retailer, the Chattam & Wells line features layers of custom silk damask, cashmere, Talalay latex and horse tail fibers for supreme softness,” according to a release. The Chattam & Wells mark, a crown, is incorporated into the panel with subtle tone-on-tone stitching. Mattresses retail from $2,499 to $6,999 in queen.
Dr. William Spudis, president and CEO of the 54-store, family-owned Metro Mattress bedding chain, said he plans to open other Chattam & Wells-only sleep shops in the future.
“We’re eyeing affluent communities throughout the Northeast to showcase this luxury brand,” Spudis said.
“The luxury consumer buys into craftsmanship, raw materials and high quality,” he added. “I believe there is value to be found at every price point, and in the ultra-premium space that we’re playing in, we offer a better mattress than any other luxury brands out there.”
Spring Air President Nick Bates said Spudis and his team at Metro Mattress, “have truly captured the essence of the brand and they have brought this concept into their other retail locations and have been selling our luxury line at an incredible pace.”
Spudis plans to use the Greenwich location to develop relationships with interior designers and decorators in the area and has begun forming a design coalition, starting outreach with wine and cheese parties in the store to introduce them to the brand.
“Affluent consumers in this market rarely do their own shopping; they trust designers to do it for them, so developing these relationships is crucial,” he said. “We romance the entire purchase experience, from the right merchandising to storytelling the tangible differences of the line.”
