VERLO - GREENFIELD, WI
Founded in 1958 in Wheeling, Illinois, Verlo Mattress Factory is a local mattress manufacturer and factory-direct retailer with a franchise system that grew to 42 locations by the late 1990s. Over the years, they have lost market share in an increasingly competitive landscape. As a result, Verlo finds itself in need of a rebranding effort, and a successful go-to-market real estate strategy. Berengaria is assisting Verlo with the renovation of their existing stores, while simultaneously developing a regional retail growth strategy to both increase corporate-owned locations and franchised opportunities.