Jordan Beck never envisioned himself joining his family’s bedding business. But the fifth-generation family member and president of Heritage Sleep Concepts is not only happy to be there, but he’s also all in. Beck has clear goals for the company and a strategy to adapt to today’s bedding landscape.
Although Heritage Sleep Concepts was founded by Beck’s grandfather in 2015, the family’s history in the bedding industry dates back to 1919, when Beck’s great-great-grandfather, J.H. Sanford, started Sanford Mattress in Rome, Georgia. Over the decades, the company underwent several iterations due to acquisitions.
Heritage Sleep’s name is a nod to the generations of family members who came before them. More than a century later, Beck and his family are taking inspiration from the past while looking to the future. Beck believes one of the biggest opportunities in the industry right now is private-label manufacturing. Although it’s not a new concept, he observes that until recently, the bedding industry has never had a manufacturer own its largest retailer. Beck is, of course, referring to Tempur Sealy’s acquisition of Mattress Firm in February 2025 that is reshaping the industry.
Since then, Beck has noticed that some retailers are more hesitant to sell someone else’s brand, especially those that belong to one of their biggest competitors.
“I’m seeing a lot of folks leaning into selling their own brand,” Beck added. In his opinion, private labels can enhance the customer experience. “Every time they make their bed or put sheets on a mattress, they’re going to see the customized label or custom embroidery, whatever makes it special for that retailer.”
Beck wants Heritage Sleep to become the go-to manufacturer for independent retailers.
“With all the consolidation, retailers are going to need other family-owned businesses and manufacturers to work with, and I feel like there’s no one that can better understand the struggles that an independent retailer goes through than an independent mattress manufacturer,” Beck said. “They can lean on us during hard times, and we can get them better products and ultimately deliver a better value to the end consumer.”
In addition to offering private-label manufacturing services, Heritage Sleep also has its own brands. Currently in the lineup are Essentials, Autograph, Silhouette, Peach Green Mattress and Blueprint.
At the recent High Point Market, Heritage Sleep showcased its Peach Green Mattress line, its brand focused on natural materials. Beck said he has noticed an increase in retailers targeting health and wellness-focused consumers. Beck said they’re in the process of switching Peach Green’s graphite-infused Talalay latex to an organic latex so that the line can carry an organic tag.
“I think over the next 24 months we’re going to see a gradual pickup in the organic and natural space,” Beck said.
At the market, Heritage Sleep also showcased Autograph, its graphite-infused, cooling-focused line.
“My favorite thing to do is build products and merchandise and put programs together because without those, you’re really just selling a rectangle,” said Beck. “You’ve got to have a good story.”
And of course, the mattress itself, according to Beck, should have a compelling aesthetic.
Beck equates it with building a house. “Before you build a house, you’ve just got a plot of land,” he said. “By the end, you’ve got a beautiful house with paint or brick, and there are so many different things you can do to dress up the outside.”
That focus on storytelling through design has become a major focus for Heritage Sleep in recent years.
“We’re really stepping up our game when it comes to the look and overall presentation of our mattress programs.”
But Beck also knows that, as the old adage goes, good things take time. And that’s a lesson that has passed from generation to generation in his family.
“If you do things the right way, they’re going to happen naturally,” Beck said of his family’s long history in bedding. “You can’t force it to happen. Sometimes doing things the right way is doing things the long way. We didn’t find success overnight.”
Although his great-great-grandfather started building beds more than a century ago, he said it wasn’t until the late 1970s that his grandfather found success and created a multimillion-dollar business. Then, it took another 20 years to build the business to a level that someone wanted to buy.
“Even though we’ve got a long history in the business, we started from scratch,” he said, referring to Heritage Sleep’s founding 11 years ago. The company started out in a 35,000-square-foot building and now operates inside a building just shy of 150,000 square feet.
As they continue to expand, Beck stated they also have plans to invest in machinery to become more efficient.
“We’ve always got to be reinvesting in ourselves to support the growth because that’s where we can save more money and ultimately deliver a better value on product,” he said.
Over the past few years, Heritage Sleep has grown from a regional manufacturer to a national manufacturer, and now even has West Coast customers.
“It’s super-exciting to see,” Beck said. “My grandfather probably never dreamed of shipping to Alaska and as far west as California.”
