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LAST UPDATED: October 2023FRANCHISE WEBSITE:&nbsp;<a href="https://verlo.com/franchise/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">https://verlo.com/franchise/</a>&nbsp;NUMBER OF LOCATIONS:&nbsp;30+REPORTED COST TO GET IN:&nbsp;$269,684–$714,362REPORTED ROI (Item 19):&nbsp;N/A<a href="https://verlo.com/franchise/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Verlo Mattress</a> is a direct-to-consumer franchise that manufactures adjustable mattresses for specific sleep comfort needs. It is owned by Marcus Investments, a Marcus Family company based in Milwaukee, Wisconsin.&nbsp;<h3>How Many Verlo Mattress Locations Are There?</h3>Verlo was started in 1958 in Wisconsin by two friends who began making custom-crafted mattresses for their furniture store in Illinois. Their mattresses soon proved even more popular than their furniture. Shortly after, the brand’s headquarters was relocated to Wisconsin. The company was renamed by combining the first names of their wives: Verna and Lois.&nbsp;Verlo has grown over the years from a single furniture store to over 30 showrooms across the U.S. Despite having a larger footprint, the franchise has remained committed to the community-focused values that it was founded on. In fact, every Verlo store and showroom is owned and operated by a member of the local community. Many of the franchise’s owners have been serving their region for over 20 or 30 years.In October 2023, Verlo announced that it signed three development plans, totaling&nbsp;<a href="https://www.furnituretoday.com/mattress-bedding-news/verlo-mattress-expands-with-24-new-locations/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">24 new locations nationwide</a>. The franchise has new development deals that include six locations coming to both Denver and Phoenix; five locations in Dallas, Texas; three additional locations planned for Houston; and two locations to be opened in both Boise, Idaho, and Raleigh, North Carolina.&nbsp;“Our goal is to provide the premier, affordable mattress service that can help provide every unique need with the importance of being locally crafted in the area,” said Dirk Stallmann, president of Verlo Mattress. “We are thrilled by our continued growth, and we hope to continue to serve more areas throughout the nation.”<h3>What Is the Verlo Mattress Business Model?</h3>The Verlo business model combines building personalized mattresses locally and selling them directly to the customer. This is designed to cut out the middleman markup and allows Verlo to offer a Lifetime Comfort Guarantee. According to the Lifetime Comfort Guarantee, Verlo will adjust the comfort of its mattress for as long as the customer owns it. It will adjust it one time in the first year for free on most models.Each mattress is built individually, allowing Verlo to customize them according to customers’ needs and preferences. This ensures a more personalized sleep experience, while also reducing the shipping costs and the environmental impact of the mattresses.Franchisees have two different store opportunities:&nbsp;<ul><li>Factory Store with Retail Store:&nbsp;With this model, the total space is approximately 7,000 to 10,000 square feet. This space is divided into three distinct areas: the showroom, factory/assembly and warehouse areas. Franchisees will need approximately four full-time employees for this size store.</li><li>Retail Store:&nbsp;This model requires approximately 2,500 to 3,500 square feet of space and is supported by a factory store. Franchisees will need approximately one or two additional full-time employees when added to a franchise with a factory store.</li></ul>Additionally, franchisees can either have a manager-run operation or be the owner-operator of the location.&nbsp;<h3>How Much Can Verlo Mattress Franchise Owners Make?</h3>Earnings for Verlo franchise owners are not publicly available.&nbsp;<h3>How Much Does It Cost To Open a Verlo Mattress?</h3>The initial investment will range from $482,456 to $714,362 for each Verlo Mattress Factory with a retail store. Each Verlo Mattress retail store has an estimated initial investment of $269,684 to $404,157.&nbsp;<h3>What Is the Franchise Fee for Verlo Mattress?</h3>The initial franchise fee is $50K.&nbsp;&nbsp;<h3>Who Is the Leadership of Verlo Mattress?</h3><ul><li><a href="https://www.linkedin.com/in/dirk-stallmann-cfe-4906063/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Dirk Stallmann</a> — President</li><li><a href="https://www.linkedin.com/in/robert-hardt-723604186/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Robert Hardt</a>&nbsp; — Company Owner&nbsp;</li><li><a href="https://www.linkedin.com/in/bobbycleveland/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Bobby Cleveland</a> — Vice President of Franchise Development</li><li><a href="https://www.linkedin.com/in/ira-klusendorf-cfe-68356644/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Ira Klusendorf, CFE</a> — Vice President of Marketing&nbsp;</li><li><a href="https://www.linkedin.com/in/robert-schuster-cscm-51b0a728/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Robert Schuster, CSCM</a> — Vice President of Purchasing</li><li><a href="https://www.linkedin.com/in/emily-espinoza-cfe-72264980/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Emily Espinoza, CFE</a> — Franchise Administrator</li><li><a href="https://www.linkedin.com/in/patrick-murray-cfe-a9a7031b4/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Patrick Murray, CFE</a> — Vice President, Sales Operations</li><li><a href="https://www.linkedin.com/in/peter-soleta-6b08ba185/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Peter Soleta</a> — Vice President of Information Technology&nbsp;</li></ul><h3>What Helpful Articles Can I Read to Learn More About Verlo Mattress?</h3><ul><li><a href="https://www.news-journal.com/verlo-mattress-sees-immense-growth-throughout-nation/article_0382bdf5-06b0-506c-bd7c-2e4d70a06ca4.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Verlo Mattress Sees Immense Growth Throughout Nation</a></li><li><a href="https://www.furnituretoday.com/mattress-bedding-news/verlo-mattress-expands-with-24-new-locations/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Verlo Mattress expands with 24 new locations</a></li><li><a href="https://biztimes.com/verlo-mattress-franchisees-to-add-24-new-locations-in-national-expansion/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Verlo Mattress franchisees to add 24 new locations in national expansion</a></li><li><a href="https://www.bocamag.com/what-makes-verlo-mattress-different-and-why-you-should-try-it/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">What Makes Verlo Mattress Different and Why You Should Try It</a></li><li><a href="https://www.prnewswire.com/news-releases/verlo-mattress-awards-three-new-territories-within-the-greater-chicago-area-301771872.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=franchise-deep-dive-verlo-mattress-franchise-costs-fees-profit-and-data-2724219" target="_blank" rel="nofollow">Verlo Mattress Awards Three New Territories Within the Greater Chicago Area</a></li></ul>Disclaimer: This content is for informational purposes only. You should not construe any such information or other material as legal, tax, investment, financial, or other advice. Nothing contained on this site constitutes a solicitation, recommendation, endorsement, or offer to buy or sell any franchises, securities, or other financial instruments in this or in any other jurisdiction in which such solicitation or offer would be unlawful under the franchise and/or securities laws of such jurisdiction. All content in this article is information of a general nature and does not address the detailed circumstances of any particular individual or entity. Nothing in the article constitutes professional and/or financial advice, nor does any information in the email constitute a comprehensive or complete statement of the matters discussed or the law relating thereto. You alone assume the sole responsibility of evaluating the merits and risks associated with the use of any information or other content in this article before making any decisions based on such information or other content.

Franchise Deep Dive: Verlo Mattress Franchise Costs, Fees, Profit and Data

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This growing franchise makes direct-to-consumer mattresses that cut out middleman markup fees and come with a Lifetime Comfort Guarantee. 

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Your Pet’s Life Is Busy, Too. Woofie’s Makes Care Easy

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How much can franchisees make? It’s a question many prospective owners ask before investing in a franchise. While earnings tend to be driven by variables such as industry, location and general management skills, a proper understanding of the key factors driving profitability can help franchise owners develop expectations that are realistic.&nbsp;Multi-unit franchisee&nbsp;<a href="https://www.linkedin.com/in/mangesh-patel-9368569/">Mangesh Patel</a>, who’s readying the launch of six&nbsp;<a href="https://www.beefobradysfranchise.com/">Beef ‘O’ Brady’s</a> restaurant locations in the Macon, Georgia area, shares insights from his franchising experience.<h2>Understanding Franchise Income</h2>Keeping operational costs in check can have a major impact on overall earnings. Taking a proactive approach to expenses such as food and labor, as well as payroll and scheduling, can help align actual franchise income with general expectations for the business.“I just had a meeting with a couple of people, and they said, ‘You talked about a 25% profit margin, but I’m only doing 12%.’ So, I looked at the figures they sent me,” Patel said. “Their&nbsp;<a href="https://1851franchise.com/calculate-restaurant-franchise-profit-2730476">restaurant</a> food cost was running at 37%, which should be around 30%. The national average is about 32%. If I do things correctly, my average food cost needs to be at or below 30%. And payroll should run around 18%. But many people run 25 to 28%.”So,&nbsp;<a href="https://1851franchise.com/unraveling-franchise-earnings-how-much-can-you-really-make-2723935">how much can franchisees make</a>? Here are five areas to consider.<h2>Practical Tips for Prospective Franchisees</h2><ol><li>Control Costs From Day One:&nbsp;It’s important to monitor payroll, food and supply costs closely. Overstaffing and inefficiencies can quickly reduce profits.</li><li>Plan For The Opening Surge:&nbsp;Traffic within the first few months of opening is likely to be higher. It’s important to adjust staffing and inventory accordingly, and pay close attention to how those levels change as time goes on.</li><li>Invest In Training:&nbsp;Properly trained workers can help reduce waste and improve overall service, which has a direct effect on net income.</li><li>Understand Your Market:&nbsp;Each market is unique and revenue potential will vary depending upon location, demographics and competition.</li><li>Track Metrics Regularly:&nbsp;Food cost percentages, labor ratios and weekly sales data act as key indicators operations may need to be adjusted.</li></ol><h2>What Profitability Really Comes Down To</h2>Patel notes that if franchise owners manage labor and costs properly, it’s not impossible to achieve strong cash flow even in the first year, bucking some franchising trends.So,&nbsp;<a href="https://1851franchise.com/how-much-can-you-make-as-a-franchise-owner-2724761">how much can franchisees make</a>? While results tend to vary, careful planning, disciplined operations and a proactive approach to assessing initial costs are essential. But by grasping and guiding the elements that drive franchise profitability, franchise owners can maximize overall business earnings, scaling a business that’s sustainable financially over the long term.Want to learn more about franchise opportunities on 1851 Franchise? Be sure to visit our&nbsp;<a href="https://1851franchise.com/power-rankings">Power Rankings</a> to read more on brands making moves.

How much can franchisees make? This guide explains what drives franchise earnings and how to manage costs, with expert tips from multi-unit owner Mangesh Patel on maximizing your franchise income.

How Much Can Franchisees Make? A Guide for Prospective Franchise Owners

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The linear sales funnel is dying. Prospective buyers are no longer filling out a form at first glance and waiting for the phone to ring. They’re doing the majority of the heavy lifting before they even make themselves known to the franchisor. For franchisors, this means one key thing: you must know exactly where candidates spend their time. No guesswork. And you have to adjust your strategy accordingly.And, in today's buyer world, the biggest buzz term is 2026's ride or die for franchise brands – Ai.&nbsp;If you are trying to sell a franchise today, you must meet candidates where they are (four walls, Ai, website, social advertising).&nbsp;Focusing on a strong digital footprint first and then lead generation will help the brand with validation and will lay the foundation for trust before the first conversation even happens. Still, franchisors must know where to find their candidates and be confident the candidates are being sent to the right place.“We consistently see the strongest lead performance from Google Search (paid and organic), social platforms such as Facebook, Instagram and LinkedIn and our franchise development website,” said&nbsp;<a href="https://www.linkedin.com/in/erinlsnyder">Erin Snyder</a>, head of franchise development at&nbsp;<a href="https://handelsicecream.com/handels-franchise/">Handel’s Homemade Ice Cream</a>. “Because all awareness and advertising efforts ultimately funnel candidates to our development site, maintaining a highly optimized, mobile-first web presence is critical for conversion.”<h2>The "Hidden" Channels: Authentic Research via AiSEO</h2>While Google and major portals are often where a candidate might start a broad search, the deep research happens in the shadows. This is where candidates scroll, mindlessly or otherwise, simply observing rather than clicking “apply” immediately; or, ask Ai chatbots about the best franchises to buy, the blind spots, the why nots, and, of course, the whys.Right now, Ai plays a key role in this research stage. Buyers want the truth.&nbsp;For franchisors, this means your content strategy must pivot. It is no longer enough to post stock photos of happy business owners. You must document the journey, showing the behind-the-scenes reality that proves your concept has staying power.<h2>The Pivot From Print to Digital Interactivity</h2>While print media has been a channel for franchise development in the past, its static nature has made it less effective as the buyer’s journey has shifted to digital. Buyers are generally looking for channels that will allow them to click, read and continue the search immediately.“Traditional print media has largely become a thing of the past for franchise development,” Snyder said. “What has been encouraging, though, is seeing many of these publications successfully pivot to digital formats that offer greater interactivity, stronger analytics and far better linkability than print ever could.”This creates a more dynamic experience for the candidate. In addition to a digital article, franchisors can embed a “day in the life” video, for example, or hyperlink a deeper dive on costs and profits for instant validation.This shift also allows franchisors to track return on investment more effectively. Instead of guessing if an article or ad worked, digital publications allow you to see exactly who clicked through, allowing for retargeting and smarter budget allocation.<h2>The Conversion Hub: Your Mobile-First Website</h2>Once a candidate has discovered you on Google, watched your videos on TikTok and read about you in a digital publication, they finally arrive at the destination: your franchise development website.This is the bottom of the funnel, where you will win or lose a candidate. Because all other channels point here, your website cannot just be a digital brochure. It has to be a conversion engine. And crucially, it must work perfectly on a smartphone.The question can’t just be “Do we have a website?” Questions about the website should surround usability and readability. Is navigation easy on a smartphone? Does the site load quickly? Is it readable? If a prospect has to pinch-and-zoom to read your investment costs and financial performance, they will leave.An optimized, mobile-first presence is critical because it serves as the collection point; all other awareness efforts funnel potential franchisees to the site. The user experience here should validate the trust built on other channels. However, accessibility is only half the battle; the content itself must be unsparingly open. The website is the channel where you must prove your value proposition with hard data.“Across all channels, the messaging needs to be clear, concise and consistent,” Snyder said. “Candidates should be able to easily find transparent investment ranges and financial requirements, a clear value proposition, compelling franchisee success stories, key differentiators from competitors and straightforward next steps for how to inquire.”When you treat your website as a transparency engine rather than a gatekeeper, you change the dynamic of the eventual sales call. A candidate who has already consumed your financial data and success stories arrives at the inquiry stage educated and qualified. This allows the development team to skip the basic fact-finding and move straight to strategy and fit.“When a candidate submits an inquiry, the first conversation should build on what the candidate has already learned,” Snyder said “ensuring they understand the opportunity they are considering, clarifying details, personalizing the discussion to their goals and moving them into a structured education process rather than starting from scratch.”<h2>Allocating the Budget: The "Ideal Candidate" Approach</h2>While a presence across multiple channels — from search and social to digital publications — is key, understanding exactly how much to invest in each option is the next hurdle. There is no single, magical approach to budgeting; a brand selling multi-million-dollar franchises needs to develop a presence in different places than a low-cost, mobile franchise will.To spend effectively, you must deeply understand your ideal franchisee profile. Once you know who is investing, you can begin working on where to find them. For example, a high-net-worth investor might be on LinkedIn and reading digital trade journals, while a first-time investor or someone seeking an owner-operator model might be influenced by local Facebook ads.“Franchisors should start by understanding their ideal franchisee profile and then allocate budget toward the channels where those prospects spend the most time,” Snyder said. “The mix will naturally look different for a high-investment, multi-unit candidate than for a first-time owner-operator. Beyond that, it’s critical to consider overall brand awareness and invest in channels that consistently get both the brand and the franchise opportunity in front of qualified prospects. A balanced approach that supports both awareness and lead capture tends to produce the strongest results.”<h2>Key Takeaways and Next Steps:</h2>Make sure you have a content footprint that answers the top 25 questions asked about your brand in Ai and Google searchs.Review your mobile experience: Open your franchise development site on your phone. If it takes more than three seconds to load or if the "Apply" button is hard to find, fix it immediately.Embrace "lo-fi" video content: You don't need a production crew. Use a smartphone to record "day in the life" videos with your franchisees and post them to social to build authentic trust.Ensure transparency and continuity:&nbsp;Candidates need to be able to find the information they’re looking for, and the experience should be consistent between a social page and a franchise development site. Make sure your value proposition is clear across all channels.Embrace innovation, but don’t count out the classics:&nbsp;Look at the whole picture. Many candidates are exploring opportunities on supplemental platforms like social media or in the results of a Google search, but they’re still looking at the franchise development site, too. Don’t confine yourself to the “old reliable” methods, but don’t leave them behind, either.Budget by persona, not platform: Don't just "do Facebook ads." Define exactly who your buyer is, and spend your money only on the channels where that specific person consumes content.For more information on franchise growth channels, check out these related stories on 1851 Franchise:<ul><li><a href="https://1851franchise.com/how-to-use-social-media-marketing-to-promote-your-franchise-2727185#stories">How To Use Social Media Marketing To Promote Your Franchise</a></li><li><a href="https://1851franchise.com/building-a-franchise-website-that-converts-key-features-and-best-practices-2727363#stories">Building a Franchise Website That Converts: Key Features and Best Practices</a></li><li><a href="https://www.youtube.com/watch?v=vlfduHqGy7I">How to Sell Franchises | The Buyer Persona</a></li></ul>

To succeed in the shifting landscape, franchisors must understand the buyer’s journey, identify the ideal franchisee profile, and build a digital presence that meets candidates where they are.

Franchise Deep Dive: Verlo Mattress Franchise Costs, Fees, Profit and Data

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