Chet Goldberg Continues Family Retail Tradition
That was 27 stores ago. After a short stint working for someone else, Goldberg felt the strong pull of family tradition. After all, his family had opened its first retail store in the Phoenix area in 1862. Goldberg was going to follow in those footsteps. His first entry was with a partner, but when their philosophies diverged, Goldberg struck out on his own. In 1988, he opened his first Bedmart bedding store. Located in Monterey Village at Speedway and Wilmot, the location remains the flagship store of the chain.
“My timing wasn’t great,” Goldberg continued. The store opened during Tucson’s 1989-1991 recession. Opening during tough times forged Goldberg’s successful business philosophy. “My employees and suppliers came first – way ahead of myself. If sales weren’t good, I’d take my salary down to the absolute minimum or, sometimes, not take one at all,” he recalled. Even with the slow economy, Goldberg had Bedmart in the black in 6 months. Two years later he opened his second store.
“There are hundreds of stores in Arizona where a customer can buy a mattress, so we have to do everything better. I believe we give people a better selection. We do a tremendous amount of training so our sales consultants can truly help our customers find the mattress that is best for them. And, every day, we work to create value for our customers. We really can guarantee the lowest price,” Goldberg explained.Goldberg has forged strong bonds with his manufacturers. It doesn’t hurt that he’s the number one dealer in the State in 2006 for Simmons Beautyrest, Tempur-pedic, Europa and Leggett & Platt, but there is much more to it than that. “I work with the factories to create value.
For example, we gain efficiencies with large production runs. We pay our bills as fast as the goods come in and that helps the factories with their cash flow. Anything we can do for the factories benefits us by helping us secure lower prices. We’ve researched it like a sick person researches how to get well,” Goldberg explained.
Still, selling mattresses isn’t always easy. Goldberg calls it the most “lifestyle critical” purchase you can make. “A good night’s rest is invaluable, but you can’t show off a new mattress like you can show off a new car,” he laughs. “You just take it home and cover it up – literally. But, hopefully, it is going to make a big difference in how you feel in the morning, what your energy level is – a good mattress and a good night’s sleep can make all the difference.”
Goldberg stresses that mattresses have undergone a technical transformation, just like many other products. “Today’s mattresses aren’t just manufactured; they’re engineered to help you sleep more comfortably with less tossing and turning. We’re seeing so many new technologies and materials from Viscoelastic or “memory” foam that conforms to each individual’s shape to mattresses engineered from the bottom up with layers of foams, silk – even cashmere – to work together to give both support and a luxurious feel,” he said. “There are anti-microbial mattresses so you don’t have to worry about microscopic creepies and crawlies. More importantly, they reduce allergens for allergy sufferers. Adjustable beds not only give you comfort and convenience; they allow for sleeping positions such as raising your feet that may have a positive effect on medical conditions. Specialty beds are an important category in fueling the growth in bedding.”
Growth is still very important to Goldberg. “During 2008, we expect to open 3
new locations. We’re even looking at markets outside of Arizona,” Goldberg concluded.
Not bad – especially for a guy who was told he had no future as a salesman.
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