PUEBLO, Colo. – The growing sleep franchise network Snooze Mattress Co. has named mattress retail veteran Darrell Bain to its team as maximization coach to lead sales training and to ensure brand consistency throughout the nine-store retail operation.
The coach position is a new slot for the company. Prior to joining Snooze, Bain spent 20 years with Denver Mattress Co., part of Denver-based Furniture Row’s family of retail brands, where he helped expand the company to more than 100 stores in 31 states. As the retailer’s regional manager, Bain was engaged in training and developing teams throughout the retailer’s network of stores. He retired from Denver Mattress in 2018. Before joining Denver Mattress, Bain worked in sales for Frito-Lay and Entenmann’s.
Bain’s appointment marks Snooze’s second executive appointment this year. Joe Paviglianti joined the company in July as its chief success officer.
“This is one of the best guys in the world, and one of the best sales trainers,” said Matt Smith, CEO and founder of Snooze Mattress Co. “His superpower is helping people find their why, making stores successful and changing their lives. Darrell’s ability to manage people from all backgrounds is the best in the business. He is all about the customer’s needs, not just selling a bed. He’s data-driven, full of love and hugs, and he understands people, plus he is on the same mission as Snooze: to make the world a better place through sleep.”
Smith and Bain worked together at Denver Mattress in the late 1990s when Bain was Smith’s boss. George Winn, Snooze president, and Eric Thompson, the company’s sales and marketing president, also worked for Bain at Denver Mattress.
Bain said he jumped at the opportunity to come out of retirement to work with Smith, the Snooze leadership team and the retailer’s franchisees.
“We have a great core group of people; they’re all good human beings,” he told Furniture Today. “It’s a different ballgame working with franchise owners and coaching their teams to success. If someone is going to go to a mattress store and buy a mattress, there’s no reason they shouldn’t buy it from us.”
Founded in 2019, the company has ambitious growth plans targeting 1,000 stores. Smith said Snooze will have 13 stores opened by the end of this year.
See also: Pajamas, pillows and bouncing on the bed: Think Snooze