Frank Palazola, left, Nicole Copeland, John Harding and Chesiree Azevedo.
ORLANDO, Fla. – Furniture Today has named five honorees for its first Retail Sales Awards for Bedding, and the inaugural class includes sales professionals from a range of Top 100 outlets, specialty sleep stores and family-owned outlets.
The honorees will be celebrated at the 2025 Bedding Conference set for May 13-15 in Orlando, Fla. Nominated by industry peers, co-workers and managers, the slate of honorees’ combined sales total nearly $13 million. Independently, the honorees have had a significant impact on their stores’ success.
Frank Palazola, Bailey’s Furniture
Palazola has been with Anchorage-based Bailey’s Furniture for 17 years, and his sales last year topped $1.8 million.
Palazola’s ability to sell the bedding category comes from his extensive product knowledge that he incorporates into comprehensive product demonstrations. Mason Felli, Bailey’s sales manager, said approaches every sale with the customer and the product as his primary focus and not the final number on the sales ticket.
“If you were to come to Bailey’s Furniture and ask for the person who knows the most about mattresses, Frank would be the person you are looking for,” Felli said. “From fitting for the right comfort level, pairing the perfect pillow and making sure his guests leave with the best fitting sleep system they can, Frank covers all the bases and more.”
Nicole Copeland, Happy Zzz’s
Copeland started her sales career with sleep specialty retailer Happy Zzz’s in Paducah, Ky., five years ago. Last year, she sold more than $1.7 million for the retailer.
Nominated by Scott Vaughan, founder of the retailer, Copeland is the “most passionate person I’ve ever met in this industry, and there’s never a time she’s not thinking about being more effective.”
The store offers mattresses, adjustable bed bases, pillows, linens, protectors and recliners, and Copeland sells across all categories, as well as leading the retailer’s team.
“Nicole believes that everyone deserves to sleep on the best sleep system (mattress, adjustable, pillows, sheets) that they can afford,” Vaughan said. “She is consistently learning and thinking up new ideas and processes to sell more and her passion comes through when she’s in front of our customers.”
John Harding, Jordan’s Furniture
Harding, who has worked with East Taunton, Mass.-based Jordan’s Furniture, logged $2.8 million in sales for the Top 100 retailer. As a bedding specialist, Harding sells a variety of sleep products, including low and high-end mattresses, adjustable bases, and various sleep accessories like pillows and mattress protectors.
Co-CEO Michael Tatelman, who nominated Harding, said Harding’s collaborative mindset is the cornerstone to his success on the sales floor.
“He values his peers, believing that surrounding himself with strong individuals fosters growth,” Tatelman said. “By sharing knowledge and supporting his teammates, he boosts performance and creates a culture of continuous improvement that drives success.
“His dedication to his craft, positive attitude, and ability to connect with customers create exceptional shopping experiences,” he added. “John’s commitment to customer satisfaction and impressive sales results truly set him apart as a sales professional.”
Chesiree Azevedo, McRoskey Mattress Co. San Francisco
Azevedo sets the standard for sales excellence at independent sleep retailer McRoskey Mattress Co. San Francisco. In 2024, Azevedo achieved $2.6 million in sales for the San Francisco-based retailer with an average unit selling prices of $6,262 with 361 units sold.
Vanessa Contreras, owner and CEO of McRoskey, who nominated Azevedo, said those numbers speak volumes about her ability to build lasting relationships, educate customers, and create shopping experiences that translate into strong sales performance.
“Her ability to connect with clients goes beyond transactions; she listens, understands their unique needs, and ensures they find the perfect sleep solution,” Contreras said. “Whether helping a first-time buyer or a loyal repeat customer, Chesiree approaches every interaction with passion and professionalism. Customers don’t just buy a mattress from Chesiree; they trust her, rely on her guidance, and often become lifelong brand advocates because of the experience she provides.”
Travis Burton, NFM
Burton, a sleep sales executive for NFM’s The Colony, Texas store, topped $3.8 million in sales last year. Over the past nine years with the Top 100 retailer, Burton has become synonymous with mattresses, according to Jason Ortiz, store director for NFM.
In his nomination of Burton, Ortiz said “his passion for helping customers find the perfect sleep solution is evident in every interaction. With nearly two decades of experience in mattress sales since 2006, he has established himself as a true expert in his field.”
In honing his craft, Ortiz said Burton goes beyond “just selling mattresses.”
“He builds trust by forming meaningful connections with customers and ensuring they make informed decisions,” Ortiz said. “He’s also a valued team player, always ready to mentor teammates, share insights, and incorporate feedback to continually improve his skills.”
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