Meet&CoKNOXVILLE, Tenn. — Brown Squirrel Furniture has redesigned its bedding department into an exclusive Kingsdown gallery, resulting in a 25% increase in mattress sales and greater customer engagement.
The 7,500-square-foot gallery showcases Kingsdown’s full range, from value-oriented models to premium custom collections. Steve Hanschen, General Manager of Brown Squirrel, explained that the redesign focuses on product education and creating a relaxed shopping environment across price points. He called the collaboration a strong partnership between two brands known for high-quality, North American-made products.
Image source: https://www.brownsquirrelfurniture.com/
Central to the gallery is Kingsdown’s BedMatch diagnostic tool, which recommends mattresses based on individual sleep profiles. Tom Matthews, Vice President of Merchandising and Operations, noted that BedMatch provides confidence to both customers and retail sales associates, differentiating the store in a competitive market. Since the gallery’s launch, the store has seen higher transaction values and improved closing rates.
The refreshed space features neutral colors, enhanced lighting, brand-coordinated messaging, and a large screen displaying educational content. Hanschen added that the partnership extends Brown Squirrel’s reputation for customization into the mattress category, allowing them to leverage technology to simplify customer choice.
Matthews highlighted that focusing on a single brand has streamlined staff training and improved sales effectiveness. The gallery design was developed with support from Kingsdown’s marketing team, led by Senior Director Jacqueline Morton, who aimed to create a calming, modern shopping journey reflective of the brand’s attention to detail.
