No Rest for Indie Retailer in Competitive Mattress Market

Tampa Bay Discount Mattress is David in the Goliath mattress retail market.

The Tampa-based small business had the audacity to pit itself against mega-sellers like Sears, Mattress Giant and 1-800 Mattress, when it opened three years ago in Carrollwood. Mattress Giant alone has 35 stores in the Tampa Bay area.

“In a market that's saturated with the giant mattress stores, it's nice to see a family-owned business toughing it out and growing, “ said Ester Venouziou, who heads the business advocacy collective, LocalShops1.com.

Co-owner Tim Horton is realistic about the company’s opportunities and challenges. He has relied on ingenuity and some clever “guerrilla” marketing to position Tampa Bay Discount Mattress in a competitive market, where independent, small business owners are not the norm.

For instance, Tampa Bay Discount Mattress has deals with local pizza shops to tape the store's flyers on delivery boxes.

The cost is small compared to the thousands of dollars that retail giants pay to splash ads across newspaper pages or on television.

“We don't have the big, fancy stores on Dale Mabry or at the Mall,” the co-owners say on their website. “Full page ads in the Sunday newspaper or a single TV commercial cost them more than our every day low price for a new King or Queen-sized pillow-top bed.”

The mattress retail business is considered especially vulnerable to economic downturns, as people easily put off purchases when money is tight.

But as the economy has slowly turned around, Horton says that sales are up, and he is optimistic about growth in 2013.

Horton and his partner say they were nimble enough to consolidate and focus on their bustling Tampa shop.

Horton, who describes himself in emails as “just another guy in charge of some stuff,” seems to live and breathe his small business. He handles marketing, and never stops explaining the advantages of dealing with a small business like his.

Horton said it is key for small business owners who compete with big box stores to underscore the benefits.

Tampa Bay Discount Mattress, for instance, sells a greater variety of mattresses than the chains, which typically offer Sealy or Serta brands. A personal favorite of Horton’s is the Park Place brand. Horton argues that his mattresses are better made – and, get this – less expensive than the major two brands.

Tampa Bay Discount Mattress also handles customer service differently. Horton said that his staff does not work on commission. Thus, there are no high-pressure sales or efforts to steer customers to more expensive mattresses.

Horton is more than willing to offer his views on which mattresses are best for a customer’s needs, whether it’s a cooling gel mattress, pillow top or double-sided (which is the kind Horton uses at home). “Double-sided is the old fashioned-style mattress that you can flip over for extended use.”

Horton said that he will remind customers that all mattresses have a life span, so they may want to think twice before plunking down $4,000 or paying monthly on an extended installment plan for a super expensive mattress.

Distinguishing Tampa Bay Discount Mattress from the competition is the name of the game for Horton.  He proudly admits that, “We do charge for delivery. It’s $45 for delivery in Hillsborough,  Pasco and Pinellas counties. Anyone who claims to have free delivery is still passing along the cost to customers in higher prices.”

For more information

Tampa Bay Discount Mattress

14414 North Florida Ave, Tampa

813-443-5707