Verlo Mattress Factory Stores Signs Largest Franchise Agreement in Company's 45 Year History.

Whitewater, WI January 16 2004--Verlo Mattress Factory Stores, the nation's largest Craftsman-Direct® mattress retailer, has signed three new franchise agreements for the New England region. Owner, Bill McKenney, along with the management team of Tom Rooney, James McKenney and John Chatillon, are planning to open a total of 24 facilities by the end of 2006. This expansion further strengthens the Company's market share in the sleep specialty/retail business by 8 percent. To start, a factory location is scheduled to open in Rhode Island in four months, Connecticut in twelve months, and Massachusetts in twenty-four months. The real-estate selection process for the initial factory locations is currently underway within these markets.

"We are reaching a more sophisticated franchise investor," says Mr. Bruce Major, Franchise Development Manager for Verlo Mattress Factory Stores. "Our national franchise advertising program highlighting Verlo's strong ‘quality, simplicity and low entry' investment message is beginning to pay off. The McKenney deal representing development in the New England market is just the tip of the iceberg. We are currently in franchise discussions with a number of individuals looking to build out entire markets. Our business model that starts with a factory/showroom location supplying manufactured products to showroom only locations allows for quick market penetration. We are beginning to reach multi-concept/multi-unit operators looking for non-competitive retail brands that have simple, low labor operating systems. All of this, combined with our sophisticated IT support system, is being very well received," adds Major.

McKenney has a broad and extensive background. He received an MBA from Harvard School of Business. His employment experience ranges from working at large corporations to smaller business entities, including the start-up of an advertising agency he founded in 1997. With this experience, McKenney is confident he can successfully introduce the Verlo brand to the New England area. "I'm extremely excited to work with Verlo Mattress Factory Stores. This is a great opportunity to build and develop a great retail organization with a strong franchise partner," McKenney said.

Expanding to the New England market is a new endeavor for the company. "Creating awareness of the Verlo brand in the New England market is critical. We are planning on using a wide range of media promotion and programs to spread the word about Verlo and inform the public about Verlo's Craftsman-Direct philosophy. We're very excited to be able to bring to the New England community our handcrafted, high quality mattresses at affordable Craftsman-Direct prices," said McKenney.

Verlo Mattress Factory Stores has developed and proven the premier retail model, with franchise locations across the country. Top-quality products, proven operating systems, and a strong brand identity are key elements to the success of the Company. The implementation of the franchise system is quite simple and the Verlo Mattress Factory Stores' Home Office staff provides comprehensive training programs and support for this system. This allows franchisees to work on their business, not in it.

About Verlo Mattress Factory Stores
Headquartered in Whitewater, Wisconsin, Verlo Mattress Factory Stores is the nation's largest Craftsman-Direct® mattress retailer, providing specialty sleep products directly to customers. The Verlo Mattress Factory Stores Craftsman-Direct philosophy is a unique concept in the industry. Mattresses are handcrafted to customer's specifications.

In addition to mattresses, Verlo Mattress Factory Stores also sell a wide range of futon sofa sleepers and futon sofa sleeper mattresses. Customers will also find quality ornamental headboards, pillows and mattress pads.

Founded in 1958, Verlo Mattress Factory Stores currently has 73 locations throughout the United States. The Company opened its first franchise organization in 1981. In 2003, the company has signed 6 new franchise agreements and 4 resale agreements. The company has consistently demonstrated positive growth by number of units and gross sales. To learn more about our franchising opportunities, visit www.verlofranchise.com.





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