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New Metro Mattress CEO talks plans for expansion 

New Metro Mattress CEO talks plans for expansion 

With 69 stores and counting, New England-based retailer Metro Mattress is growing quickly.

Preparing to open its 70th store in the next few months, the company has opened several new locations across the Northeast in Massachusetts, Rhode Island, Connecticut and New Hampshire over the past few years.

A key part of that strategy is the naming of industry veteran Dino Cifelli as the company’s new CEO. He most recently worked at Raymour & Flanigan as vice president of sales and has held executive roles at Furniture First, Sleepy’s and Levitz.

Dino Cifelli

Cifelli aims to guide Metro Mattress through its next phase of growth and development in the new role. We caught up with the executive to learn about his past experience, what he plans to achieve in his new role and how he envisions the future of the retailer.  

Cifelli says he was drawn to Metro Mattress by the opportunity to join a dynamic team and contribute to their expansion efforts. 

“With over 45 years of success in the upstate New York market, the company’s strong legacy resonated with me,” he says. “I saw the chance to extend our customer-centric mentality to new regions, particularly in New England. It also allowed me to return to a direct focus on mattresses and reengage with an industry I’m passionate about. There’s nothing quite like helping customers in attaining a restful night’s sleep.”

Beginning his home furnishings career at Levitz Furniture while in college, he ended up spending 18 successful years with the company. He then went on to spend 16 years at Sleepy’s, witnessing their remarkable expansion from 150 to 1,000 stores. 

“Transitioning to Raymour & Flanigan further enriched my skills,” he says. “I attribute my growth to all three of these successful companies. They have afforded me the necessary experience, and each have been instrumental in shaping me into the professional I am today.”

It’s still early, but Cifelli shared a few plans he has in mind moving forward as CEO.

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“The company foundation is very strong, and I’m eager to build upon that success,” he says. “I intend to focus on several key areas to drive growth and improve performance. These include profitable growth, business execution, customer relationship management, people development and environmental impact. All of these are equally as important as the other.

 “One particularly exciting initiative currently underway involves enhancing our training program to ensure consistency and alignment with customer needs. We aim to empower our sales teams to deliver exceptional service and communicate a unified voice.”

The company is on a clear growth path, and looking forward, Cifelli says he sees Metro Mattress continuing to solidify its presence in existing markets by expanding its store footprint.

“There’s significant potential to connect with consumers and make a positive impact through our product offering,” he adds. “Additionally, we aim to elevate brand awareness throughout New England, furthering our reach and influence in the region.”

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