Mattress entrepreneur opens new store in Springfield

A mattress entrepreneur who has done business through multiple companies over the years has launched a new store in Springfield under the Foreverbed brand.

Brian Croft, founder of Foreverbed, said a grand opening is scheduled Oct. 9 for the store at 2714 S. Glenstone Ave. in Brentwood Center North. Foreverbed announced it was open to the public in an Aug. 30 Facebook post. 

"It is our first stand-alone Foreverbed store, designed as a luxury mattress atelier that rivals European brands like Hastens or Vispring," Croft said via email. "The difference is that ours are crafted locally in Webb City, Missouri."

Also the operator of Croft Mattress, Croft said his Webb City factory manufactures the Foreverbed brand of mattresses.

Croft Mattress also has two retail stores in Springfield and one in Joplin, he said, noting he also has a Queen City store under the Springfield Mattress name. Croft Mattress was formerly Joplimo Mattress, and the name change was conducted in 2020 amid a regional expansion by the company, he said. 

"We are not in a rush, but the roadmap includes future Foreverbed stores in affluent hubs like Rogers, Arkansas, and Overland Park, Kansas," Croft said.

The Foreverbed store in Brentwood Center North spans 2,500 square feet and takes on space that previously housed outdoor gear retailer Howler Co., Croft said. He said he signed a three-year lease with two three-year renewal options at $25 per foot in the shopping center owned by Jared Enterprises Inc. 

Croft said his business works with around 120 dealers in four states that carry the mattresses.

"Even with wholesale, we have always wanted to showcase Foreverbed directly in its own dedicated space," he said. "That is what makes the Springfield flagship meaningful."