(PRWEB) -- Verlo Mattress Factory Stores, the nation’s largest Craftsman-Direct® mattress retailer, has signed a new franchise agreement for expansion into the Tampa/St. Petersburg, Florida area. Owner, Larry Starkey, is planning to open a total of 10 facilities in five years. This expansion further strengthens the Company’s market share in the sleep specialty/retail business in the Florida marketplace. The real-estate selection process for the initial assembly/showroom location is currently underway.

With over 25 years of experience in the manufacturing industry, Starkey is extremely excited about moving forward. Verlo's premier retail model has roots in the manufacturing industry and was a perfect fit for Starkey. "With my manufacturing background, I'm excited to expand into the "lighter" side of the manufacturing industry. In looking at other franchise systems, I knew the food industry wasn't for me. Verlo's business model was just what I was looking for," said Starkey. Starkey and his family are originally from Ohio and have lived in southeastern Wisconsin for the past 17 years. They are in the process of moving to Florida to begin work on the business.

Expanding to the Tampa/St. Petersburg area further strengthens the Company's brand awareness. With locations currently in the Naples area, customers will gain a greater awareness of the handcrafted, high quality mattresses Verlo offers at Craftsman-Direct prices.

Starkey is looking forward to being an active participant in the business. "I'm looking forward to participating in the real-estate selection process, and focusing on the sales and marketing aspect of the business," Starkey added.

"Verlo's strong 'quality, simplicity and low entry' investment message is beginning to pay off. Our business model that starts with an assembly/showroom location supplying manufactured products to showroom only locations allows for quick market penetration. We are beginning to reach multi-concept/multi-unit operators looking for non-competitive retail brands that have simple, low labor operating systems. All of this, combined with our sophisticated IT support system, is being very well received,” says Bruce Major, Franchise Development Manager at Verlo Mattress Factory Stores.

Verlo Mattress Factory Stores has developed and proven the premier retail model, with franchise locations across the country. Top-quality products, proven operating systems, and a strong brand identity are key elements to the success of the Company. The implementation of the franchise system is quite simple and the Verlo Mattress Factory Stores’ Home Office staff provides comprehensive training programs and support for this system. This allows franchisees to work on their business, not in it.

About Verlo Mattress Factory Stores: Headquartered in Whitewater, Wisconsin, Verlo Mattress Factory Stores is the nation’s largest Craftsman-Direct® mattress retailer, providing specialty sleep products directly to customers. The Verlo Mattress Factory Stores Craftsman-Direct philosophy is a unique concept in the industry. Mattresses are handcrafted to customer’s specifications.

In addition to mattresses, Verlo Mattress Factory Stores also sell a wide range of futon sofa sleepers and futon sofa sleeper mattresses. Customers will also find quality ornamental headboards, pillows and mattress pads.