Kingsdown’s new Sleep To Live retail store takes the holistic approach to marketing and selling mattresses.

What is this holistic approach? Read this piece from Furniture Today:

I visited the new Sleep to Live store in Raleigh, N.C., last month and was extremely impressed with what I saw. The “virtual concierge,” a perky woman whose image greeted me as I entered the store, is a clever touch. This is one sales associate who never has a bad day; she is invariably happy to see me and warmly welcomes me into the store.

I learned more about the science of sleep as I watched screens above and to the side of the diagnostic bed that took more than a dozen readings of me. Screens around that room provided a sense of privacy, something consumers want but don’t often get in sleep shops.

The store is white and airy and invites exploration. “Sleep enhancers” – everything from sleep masks to moisture-wicking sheets – are displayed throughout the store. Pillows are featured in their own display area.

These new Sleep to Live stores, five of which are in central North Carolina, are retail laboratories. Consumers will help dictate changes in the formula.