Verlo Mattress Factory Stores

  • FWR, LLC
301 N. Broadway Street, # 300
Milwaukee, WI 53202
  • (800) 229-8957 x 101 / (414) 585-8900
  • (920) 568-3140 (Fax)

VERLO MATTRESS FACTORY STORES is the nation's largest CRAFTSMAN DIRECT retailer. Each franchise assembles custom-made mattresses to the customer's specifications. Our business model appeals to the multi-unit master because owners can penetrate markets quickly and cost-effectively.

Franchisor Background

Year Established: 1958

Franchising Since: 1989

Operating Units

Franchised Units 32 80.0%
Company-Owned Units 8 20.0%
Total Operating Units 40 100%

Geographic Distribution

USA N/A N/A
Canada N/A N/A
International N/A N/A
Total 0 100%

Multi-Unit Operators

Multi-Unit Operators N/A
Franchises Owned by Multi-Unit Operators N/A

North American Unit Density

Density Units
Wisconsin 29
Illinois 18
Florida 4

Registered in the following Registration States

Florida, Illinois, Indiana, Maryland, Michigan, Minnesota, New York, North Dakota, Oregon, Rhode Island, South Dakota, Virginia, Washington, Wisconsin, District of Columbia, Alberta

Back to Top

Support and Training

General Information

IFA Member Yes
CFA Member No
Franchisee Association? Yes, is a member
Size of Corporate Staff 8
Site Selection
Assistance
Yes
Lease Negotiation Assistance Yes
Financial Assistance Yes, Indirect

Marketing Support

Co-Op Advertising No
National Advertising No
Regional Advertising No
Local Advertising No

Ongoing Support

Central Data Processing N/A
Central Purchasing N/A
Field Operation Evaluation Included
Field Training Included
Initial Store Opening Included
Inventory Control N/A
Franchisee Newsletter Included
Regional or National Meetings Included
800 Telephone Hotline Yes, at additional cost

Training

On-Site 5-7 Days
Corporate Office 5-10 Days
Back to Top

Financial Requirements

Investment

Minimum Net Worth $350K
Cash Investment $50-100K
Total Investment $300-500K
Average Total Investment $400K

Fees

Initial Franchise Fee $50K
Average Franchise Fee $50K
On-Going Royalty 6%
Average Royalty 6%
Advertising Fee $400/Mo.

Site Information and Requirements

Average Number of Full-Time Employees 5
Average Number of Part-Time Employees 0
Space Needs (in square feet) 3,000-10,000
Preferred Site Types Free Standing Building, Storefront
Encourages Conversions Yes
Item 19 (Earnings Claim) Provided? Yes
Listed in the SBA Registry? No
Back to Top

Franchisee Qualifications

Financial Net Worth 4
General Business Experience 3
Specific Industry Experience 2
Formal Education 3
Psychological Profile 4
Personal Interviews 5
Back to Top

Terms of Contract

Term of Initial Contract 10
Term of Renewal Period 10
Passive Ownership? Allowed
Area Development
Agreements?
Yes, for 0 years
Sub-Franchisor
Contracts?
No
Franchisees Allowed to Expand Within Territory? Yes
Back to Top

Expansion Plans

Projected New Units Over Next 12 Months 6
USA Yes, All United States except CA, HI
Canada No
Overseas No
Back to Top

Request Information for Verlo Mattress Factory Stores

Back to Top