“We’re going to be very consistent with the global brand aesthetic,” Freede said of the stores. “We’re going to have a pretty robust footprint in terms of showcasing the entire brand, and not just the mattresses, but all the accessories from pillow cases and sheets to robes. We’re going to go after the whole sleep lifestyle around the mattress in a pretty aggressive manner. Our store footprints in general are going to be on the larger size of the global footprint. We want to be anywhere the luxury customer is going.”
Forbes
