Liverpool, New York-based furniture and mattress retailer Raymour & Flanigan is expanding its New England footprint following better-than-expected performance from its Millbury, Somerville, and Natick locations in Massachusetts.
In late 2027, the retailer will enter the New Hampshire market with a store in Nashua, New Hampshire, and another in Danvers, Massachusetts, 20 miles northeast of Boston. The two showrooms will add more than 180,000 square feet of total retail space, and both locations will feature the retailer’s new immersive showrooms and expansive, dedicated Sleep Centers.
“The living room category and the mattress category are the strongest categories for us,” said Seth Goldberg, president of Raymour & Flanigan and third-generation leader of the family-owned business. “Our Sleep Centers are a really important part of our business, and [mattresses] are continually growing as a percentage of our total sales.”
Goldberg noted that the retailer’s bedding strategy combines product depth with an approachable shopping environment designed to simplify what can often be an overwhelming purchase process for consumers.
“Our Sleep Centers offer the largest selection of mattresses in our footprint,” Goldberg told Bedding News Now. “We try to create a comfortable, easy-to-shop environment so consumers can find the right sleep system. For us, it’s all about helping our guests sleep better. That includes creating an in-store environment where they can test products easily, navigate them easily, and hopefully find the perfect fit.”
Raymour & Flanigan’s current bedding lineup spans national, luxury, direct-to-consumer and private-label brands, including: Aireloom, Beautyrest, Bedgear, Birch, Helix, Hush, Kingsdown, Leesa, Purecare, Purple, Serta, Sleep by Raymour & Flanigan, Smartlife by King Koil, Stearns & Foster, Tempur-Pedic and Tuft & Needle.
Queen mattresses at the retailer range from $299 for a Sealy Essentials Spruce Firm Mattress to $10,098 for a Tempur ActiveBreeze 2.0 System Medium Hybrid. The retailer also offers products that hit nearly every price point between those two points, making it clear it wants to offer something for every budget.
To further differentiate Raymour & Flanigan from other retailers, Goldberg said the newest showrooms will also feature immersive entertainment galleries.
“Audio and new technology are coming about in many products, and we feel it’s important to be able to best highlight those features with exciting areas in our stores that can show off these new features that are attractive to customers,” Goldberg said. “The areas that we’re creating are inspiring, exciting and very tech-forward.”
In addition to its expansive bedding lineup and forthcoming immersive galleries, Raymour & Flanigan will continue one of its longtime tenets: investing in staff education to enhance the consumer experience.
“We refer to our sales associates as our home furnishing and sleep consultants,” Goldberg said. “We focus a lot on training and building their knowledge base so they can best serve customers.”
Over the last several years, Goldberg said he has invested heavily to drive consumer awareness of Raymour & Flanigan as a sleep destination, a strategy that is paying off. The company’s latest expansion plans and focus on bedding illustrate how it is positioning itself to capture an even greater share of the mattress market in New England in the coming years.
