Jacksonville Bedding Mattresses & More is readying a second store in neighboring Fleming Island, Fla. Photo courtesy of Jacksonville Bedding.
JACKSONVILLE, Fla. — Independent sleep retailer Jacksonville Bedding Mattresses & More is expanding its footprint with the opening of a second location in nearby Fleming Island, Fla., marking the latest milestone in the company’s rapid growth under co-owners RJ Williams and Tara Day.
Jacksonville Bedding’s new store will open May 15 in Fleming Island, Fla. Photo courtesy of Jacksonville Bedding.
The new 2,500-square-foot showroom, which will open in May, is located about 30 minutes from the retailer’s flagship Jacksonville store. The new location previously housed Mattress Planet, a mattress retailer whose owner retired, presenting what Williams described as an opportunity to bring the company’s customer-focused retail approach to a new and affluent market in Clay County, Fla.
“We’re really excited about Jacksonville and the surrounding communities,” Williams told Furniture Today. “Fleming Island felt like the right place to grow. We’re going to bring the Jacksonville Bedding energy to that store.”
The second store represents a significant step for the retailer, which has seen significant sales growth since Williams and Day purchased the business from Day’s uncle in 2021. At the time, the store generated roughly $240,000 in annual sales, Williams said. Within three years, the company has grown to approximately $2.3 million in annual revenue, including about $1.1 million in 2024, he shared.
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“Our trajectory has been insane,” Williams said. “When we first bought the business, a million dollars seemed far-fetched.”
The growth reflects a strategic shift in how the business approaches mattress retailing. Williams said the company moved away from selling refurbished beds and lower-priced merchandise toward a more consultative model focused on sleep health and premium products.
“We changed our mindset,” he said. “We stopped thinking about selling rectangles and started thinking about helping people sleep better.”
That shift was influenced in part by industry mentors and conversations with retail leaders, including sleep industry executive Lawrence Heilers of Texan Mattress. Williams said one discussion comparing an Apple Store experience to that of a prepaid mobile phone shop helped crystallize the direction he and Day wanted to take for Jacksonville Bedding.
“That was the last day we ever sold refurbished mattresses,” he said. “Now we don’t have a mattress on our floor under $1,000.”
Today, the retailer carries brands including 3Z Brands, Avocado, King Koil, Puffy, Sealy and Tempur-Pedic, along with accessories from Cariloha and Bedgear. Williams said supplier partnerships have been key to the company’s success.
“3Z has been so good to us,” he said. “They treated us like we were a big-town account even when we were still small.”
The original Jacksonville showroom measures about 3,000 square feet, while the new Fleming Island location spans 2,500 square feet. The company also recently secured a warehouse facility to support inventory as the business grows.
Williams said the new store will emphasize natural and organic products alongside established bedding brands and maintain the personalized customer service approach that has helped the retailer gain traction locally.
“We try to do things the right way,” he said, noting practices such as handwritten thank-you notes and follow-up gifts for customers. “We’re really involved in our community and do a lot of charity work in the area. That’s important to us.”
A formal ribbon-cutting celebration is planned for May 15.