Verlo Celebrates 50th Anniversary Milestone

February 04, 2008 // // FORT ATKINSON, Wis. - In 1958, Americans were tuning in to watch The Ed Sullivan Show on their television sets. They were also spending a mere $.24 a gallon on gas and $1,967 for a Ford car. The year 1958 was also the year that Midwestern-based Verlo Mattress Factory Stores made its mark in the specialty-sleep category.

The premise to the Verlo Mattress Factory Stores' story begins with co-founder Dale Williams working as a manufacturing representative, selling furniture to dealers in Illinois back in the 1950s. When Williams became frustrated with other companies infringing on his territory, he consulted with his childhood friend and fellow on-the-road salesman, Guy Day.

Following the natural progression from traveling furniture store salesmen to running their own store in Wheeling, Ill., it didn't take long for the duo to consider the venture into making and selling mattresses as well. For three days, Williams spent time in Ohio, talking with one of Day's clients, learning how to make mattresses.

The lessons paid off, and Williams and Day unveiled the handcrafted, personalized mattresses to their customers in Wheeling. The name "Verlo" was born, a cleverly invented name combining Day's and Williams' wives' names - Verna and Lois.

Today, the two-man operation has grown into a solid franchise, with over 60 stores in 10 states. Customers are still seeking that "Made Just For You" quality that began 50 years ago in a small backroom in Wheeling.

"We have gone to great lengths to ensure our high standard of quality has remained steadfast, aligning with our established tradition of meticulous craftsmanship," Verlo Mattress Factory Stores Vice President Keith Mackey said. "True to this standard, we continue to utilize the world's finest materials in our mattresses, including New Zealand wool, Talalay latex and natural cotton. We also continue to dominate the competition through innovative technology."

Verlo Mattress Factory Stores has earned a respected place in the bedding market with its offerings of memory foam, Talalay latex and airbed products. Some of these products have even been featured on ABC's: Extreme Makeover: Home Edition; TLC's Broken Homes and TBS: Movie & A Makeover.
"We're also known to push the envelope in being able to tailor a mattress to any need from round beds to pet beds to beds for campers, RVs and boats," Mackey said.

To learn more about Verlo, visit

About Verlo Mattress Factory Stores
Headquartered in Fort Atkinson, Wis., Verlo Mattress Factory Stores is the nation's largest Craftsman-Direct® mattress retailer. Offering the only franchise opportunity in the $8 billion-a-year sleep-specialty industry, Verlo Mattress Factory Stores earned a spot in Entrepreneur Magazine's 27th Annual Franchise 500 in 2006. Verlo's business model sustains the retail framework for custom-built mattresses, ornamental design beds, futon mattresses, assorted futon covers, futon frames, bolsters and pillows.

Currently, Verlo has a highly concentrated retail presence in the Midwest with stores expanding as far west as Colorado and as far south as Florida and now Texas.

Visit or for more information.


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