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

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

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Support and Training

General Information

IFA Member Yes
CFA Member No
Franchisee Association? Yes, is a member
Size of Corporate Staff 8
Site Selection
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


On-Site 5-7 Days
Corporate Office 5-10 Days
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Financial Requirements


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


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
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Franchisee Qualifications

Financial Net Worth 4
General Business Experience 3
Specific Industry Experience 2
Formal Education 3
Psychological Profile 4
Personal Interviews 5
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Terms of Contract

Term of Initial Contract 10
Term of Renewal Period 10
Passive Ownership? Allowed
Area Development
Yes, for 0 years
Franchisees Allowed to Expand Within Territory? Yes
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Expansion Plans

Projected New Units Over Next 12 Months 6
USA Yes, All United States except CA, HI
Canada No
Overseas No
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Request Information for Verlo Mattress Factory Stores

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