One of the hottest topics of conversation at the recent Las Vegas Market was Ashley’s new store of the future, now open in Las Vegas. The Sleep Shop there was getting rave reviews.
“You need to see the new Ashley bedding presentation,” said an executive with one of the industry’s largest manufacturers.
I also heard from one of the mattress industry’s top retailers. “I thought I had a great bedding department,” this retailer told me. “But the new Ashley bedding presentation is the best I’ve ever seen.”
With reviews like that, I had a new Las Vegas assignment: Visit the store as soon as possible.
The next day, I was inside the sprawling, impressive store.
First, I was wowed by the sheer size of the store, which offered a cleverly curated assortment of home furnishings stretching across two stories of the 88,000-square-foot showroom. That is almost three times the size of the average Ashley store.
Second, I was impressed by the expansive Sleep Shop, one that featured more than four dozen mattresses. It also featured something else: a room that was ready for bedtime.
Ashley has wisely turned the lights down in its bedding department. The lighting is subdued, and shoppers don’t stare into harsh overhead lights when they lie down on the mattresses, as they do in far too many bedding departments. The overall vibe is soothing and restful — a relaxing setting in which to contemplate sleep and sleep products.
The bedding offering is broad, with 53 mattresses on display, including featured presentations that spotlight the Beautyrest Black, Tempur-Pedic, Stearns & Foster, Nectar and Ashley Sleep brands. Those brands, highlighted with bold signage, are displayed along two long rows that run the length of the department. Storyboards with each brand identify key marketing messages.
“Deep, undisturbed sleep” is a prominent Tempur-Pedic message. The Nectar display encourages shoppers to “join 5.5 million-plus happy sleepers.” The Beautyrest Black display touts a “where luxury meets innovation” message. Ashley Sleep offers a “better sleep for all” promise. Stearns & Foster says it is “handcrafted for your best night’s sleep.”
In an exclusive interview with Home News Now, Todd Wanek, Ashley Furniture’s president and chief executive officer, said the bedding presentation is done in a way where “the beds are the heroes, with lots of storyboards around the space. It is all about storytelling and doing it in an environment where the customers feel comfortable.”
Powerful storytelling is a key to retail success these days. The Ashley bedding presentation presents a masterclass in storytelling.
Wanek adds: “The department features more beds and more mattresses shown there as well as more graphics. Because it is a high-volume store, you can spend more money on some of these experiences, so that is what is done there.”
While many premium bedding models are displayed in the bedding department, the retailer notes the affordability of its offerings. A sign at the entrance to the department says: “The Summer Savings Event. Ashley Sleep starting at $250.” That’s an attention-getting message.
The Sleep Shop was designed in partnership with top mattress brands. Look for key design elements to be incorporated into future Ashley bedding presentations.
The Ashley store, at 6555 S. Riley St., a long cab ride from the Las Vegas Market, has some strong retail company. An Ikea store is right next door. This is a new Home Furnishings Row.
Wanek says the new Ashley flagship store, about 57,000 square feet larger than a typical Ashley showroom, is off to a strong start. “It is getting great traffic and is doing fantastic,” he says.
I like the whole store, and I love the Sleep Shop. As my industry friends noted, this is a must-see bedding presentation.
