SAVE THE DATE: Sleep Summit Oct 8-11, 2024

Succession: Kyle Deets on Buying the Family Business and Separating Yourself from Competition

Many in our industry know the vital role that sleep plays in our overall well-being, but do our consumers? James Perez, current CEO of over a dozen Mattress Firm Franchise stores, joins Mark Kinsley on today’s episode to discuss his remarkable journey that reshaped his perspective on achieving a restful night's sleep.

Kyle Deets, a third-generation furniture and mattress retailer from Nebraska, is in the process of purchasing his family’s business, and he carries with him a rich history of their journey.

On today’s episode, Kyle recaps being descendants of German immigrants and how the Deets family established and nurtured their furniture store, building a strong connection with the community over the years.

Kyle emphasizes the importance of a smooth generational transition, ensuring that the business’s legacy is passed on effectively. What distinguishes Kyle and his family from the competition is their willingness to embrace non-traditional selling experiences. By going beyond the ordinary, they foster personal connections and establish themselves as the go-to retailer in their community. Their involvement in local events and initiatives further strengthens their ties with customers.

This episode also highlights the significance of paying attention to the little things in business. Whether it’s picking up a piece of trash or ensuring a showroom-ready environment, these details create a sense of confidence for customers. Such attention to detail leads to repeat business and builds a loyal customer base.

In the world of furniture and mattresses, Deets Furniture stands as a testament to the power of personal connections, community involvement, and the understanding that the little things truly make a big difference.

FULL TRANSCRIPTION

Mark Kinsley: He is a third generation furniture and mattress retailer from the Cornhusker state. Kyle Deets with Deets Furniture is going to teach us about welded on jewelry experiences. Your competition can’t recreate his experience at Traeger Grills and what it’s like to be in the middle of buying the family business.

The Sleep Summit show begins right now.

Mark Kinsley: Welcome to the Sleep Summit Show. I’m Mark Kinsley. So happy to have Kyle Deeds on the show today. Yes, we are going to find out where is the strangest place Kyle has ever slept. That’s gonna be coming up later in the show. And Kyle, it’s such a special time because you are in the middle of buying the family business.

You know, one of the popular TV shows out there right now is called Succession. So I think a lot of people are in this situation where they’re transitioning from having a family business. Uh, over to what do we do next? Who do we sell it to? Are there family members involved? So we’re gonna get into that story and I’m so excited to have you here.

Thank you for being on the show.

Kyle Deets: Absolutely. I am, uh, super excited to be here and talking to you today.

Mark Kinsley: Well, let’s start with our Sleep Summit quiz question. Of course, you’re gonna have to make a guess later in the show, so if you’re listening or watching, make sure and have your guest in mind. We’ll see how Kyle does.

But the question of the day, What percentage of married couples sleep in separate beds? You thinking? Do you think you have a guess in mind? Or maybe you know this, Kyle, you know,

Kyle Deets: I, I have a guess. Um, but, uh, yeah, I don’t know. Do I need to guess now or should we wait till a little bit?

Mark Kinsley: Hold on to your guess.

Hold on to your guess. And we’ll see how you do we’ll versus how Kyle does. And, and maybe we can make some guesses about why people sleep in separate beds. Uh, I think it’s been talked about in the sleep realm quite a bit. But Kyle, first of all, give us the lay of the land for your business. Deets furniture.

You’re a, a third generation furniture and mattress retailer. Like I said, you’re in Nebraska, you’re a Norfolk, right? That’s where your home base is. And it all started with your grandfather immigrating from

Kyle Deets: Germany. Yeah, it’s, it’s a really unique story. Uh, for me. I feel, uh, my grandfather started our business, uh, in 1961.

Um, but his family immigrated from Germany. They left in 1924 as Germany was just kind of, you know, hyperinflation the whole thing. It was right before World War ii. And, uh, leading up to that, and it was, it was probably, I’m just imagining this is not the best time to be in Germany at this point. So, uh, they had some family here in Nebraska, so.

My grand, my grandfather’s dad immigrated, uh, their family over and came through Ellis Island and, uh, made their way to Nebraska. Um, and my grandpa was born in the United States, um, but uh, his mom was five months pregnant as they came across on the boat. And so, uh, my grandpa was born here in Nebraska. And, uh, they just made their way over here.

And, you know, living in the twenties and the thirties in Nebraska, the depression, the dust bowl, the whole thing. I mean, it, you wanna talk about grit. It was a, it was a struggle from what I understand, just to, to survive and, uh, to make it a go. So, uh, he, he really instilled a lot of, of those that grittiness into me and our family.

But as he grows, he always had an entrepreneurial spirit and, uh, he, he was always a kind of a salesperson, very engaging person. And I, at the age of 37, uh, he opened deeds, furniture, and, uh, I can just imagine the conversation that he had with my grandma. So I’m gonna set the stage here. So my grandpa, 37 years old, uh, has three kids, three girls, and his wife.

Is pregnant with my dad. And I can imagine that he comes into the house and he goes, Hey Norma, I’m gonna start a furniture store today. And he probably goes, or she probably said, the heck you are. You know, or what, what are you thinking? Like this, this is, this is a huge risk. You know, that type of stuff.

And, uh, but. You know, from, from my understanding of that, it, uh, she was super supportive, very, very, uh, doing whatever she could to help and just made a go at it. And, uh, he started with, you know, furniture and. And did a lot of floor covering back then and, uh, just really kind of grew the business. And, uh, as it grew, uh, my dad, um, uh, and his brother joined the business, uh, in their early twenties and, uh, grew it.

And, uh, my dad bought his brother out of the business and then a way they went and, uh, that brought me back about eight years ago from today. And, uh, I came back and, uh, just kind of worked with my dad hand in hand on kind of how to run the business. And, uh, and then now we’re gonna be looking at, uh, a buyout here.

And, uh, we can talk about that here in a little bit. But, uh, you know, kind of the whole thing and the premise of the last eight years is, the way I kind of describe it, is a relay race, you know, so in a relay race, you have a person standing there. A person running with the baton and the person standing there that you’re gonna hand it to.

Well, at some point the person you’re gonna hand it to starts running, uh, slow at first, and then they start running fast. And then when they’re gonna pass the baton, you’re both running at full speed. And then as soon as you pass the baton, the second person runs and continues to run super fast and the person behind you just kind of starts jogging and slowing down and that, so it’s not a herky jerky thing.

You don’t just hand it off and you run and stop. Otherwise it’s very disruptive to your business. And so we’ve been running that way for the last couple years where we’re both running full speed and then now we’re starting to transition out where my dad’s gonna start running a little slower and I’m gonna continue to run.

And uh, it’s been super smooth and that’s probably the best analogy I can put it.

Mark Kinsley: That is a great analogy. And I think there are probably plenty of family businesses out there where the passing of that baton is pretty clunky. You pass the baton, maybe you drop it for a while, things completely shut down, and boom, there goes your competition breezing past you.

Let, let’s talk about that relationship between you and your dad, because that is probably a, potentially a very stressful time to be, you know, selling the business and winding down your career, and then bringing your, your son and new leadership, uh, along in the business in a, in a meaningful way. What have you learned from your dad?

What’s your dad like?

Kyle Deets: My dad is probably the greatest salesperson I’ve ever met. And, and not in a bad way, in such a great helping way. He has a way with people that is unbelievable. Uh, he will do anything. He, he knows that our store is a retail business. It is forward facing. Uh, if you don’t sell anything, you’re out of business.

So nothing happens until we sell something and, uh, So we’re always focusing on sales process and that type of thing. But kind of going back a little bit, even in college when I wasn’t part of the business, um, I always had an interest in business, um, and just helping people, helping customers, whether they were at my time when I was a rep, you know, uh, B2B or b2c, you know, all that type of stuff, uh, whatever we’re doing, I always had an interest in it, and he always included me on just about anything.

I, I was getting copied on emails. From his marketing company, cuz that was just a passion of mine of stuff that I didn’t even, I wasn’t even part of the store. But, uh, just keeping me included, uh, we talked a lot about the business and just business in general and it was a lot of fun. And then when, when we joined the business, we have a, an unbelievable great working relationship.

And uh, you know, we. We’re a family, we’re a family business, we’re a business. You know, uh, there’s a lot that goes into that, but we’ve always treated each other with respect and had open communication on absolutely everything. And it was, it was, it’s, it’s been a really, a great treat. And, um, it’s, it’s a lot of fun.

And I’m still gonna call on, he’s still gonna be an advisor to this business, that’s for sure. As, as long as he’s gonna be alive. So, um, It’s just been a, it’s been a great run.

Mark Kinsley: Talk, talk to people about the scope and the size of your business, your footprint. Anything you can give us to paint a picture of the size of the business and, and what you do.

Yeah, so we didn’t

Kyle Deets: really get into that. Yeah. So we’re in, in, in Northfolk Nebraska, which is in the northeast part of the state. We’re about a hundred miles, uh, northwest of Omaha. Uh, we sit on eight acres of property and we’re right along US Highway 81. We have two buildings. Uh, one is a 12,000 square foot.

Budget furniture and mattress, it’s outlet concept. And then we have a 72,000 square foot building that, uh, holds our deets furniture and an Ashley HomeStore. So it’s subdivided there. And then the back 25,000 foot of that building is our onsite warehouse. So we’re we’re all right in one location there.

And, uh, you know, we have about 27 employees right now. Um, and we have dedicated sleep specialists in our sleep centers. Um, and, uh, we just, uh, you know, go after the business. Um, you know, we’re, we’re small enough that, uh, we can be nimble and quick and, but yet we’re organized and big enough to where we can make a meaningful impact to our community and our customers, and able to deliver a good experience.

Mark Kinsley: Let’s talk about that impact that you make on the community and the ways that you think about business and bringing the community together. Because I, you told me a story and we teased it at the very beginning of the show by talking about Kyle was going to give us a. A little bit of information about welded on jewelry, which I had never heard of, but let’s zoom out and let’s set the stage a little bit, because at Dee’s Furniture, you are involved in the community and you’re wanting to create experiences for people that go beyond price and item.

Talk about one of these specific experiences and maybe the philosophy behind that.

Kyle Deets: Yeah, absolutely. So we were just brainstorming about how we can create a memorable event for our customers that is not a 3 99 mattress or a 2 99 recliner. Um, and we just kind of brainstormed a few different ideas and we settled on having a ladies’ night out.

Uh, that is our core customer. Uh, the female customer, especially on the furniture side, drives a lot of that decision making in the process. And what better way to just have a fun night out that’s, you know, wine and cheese, you know, pop-up shops, different vendors and everything so, We kind of got the ball rolling on that.

Um, and we did it at the beginning of February. And if you’re in Nebraska in February, you’re about two months into winter and you’re about done with winter. You’re ready for spring, you want to get out and you wanna do something. But yet it’s still, you know, 15 degrees in snowy outside. So, uh, we came up with this concept.

And, uh, I made a few phone calls. Um, I’m the, the chair of our chamber right now of the board of directors. So, uh, I’m very involved in that way, but I just have a lot of, you know, connections with local businesses just because it’s just who I am. It’s where I shop, it’s what I do. And, and, uh, so I called a few people and uh, said, Hey, we want to create an event at our store.

We’ll give you the platform. We’ll promote it. We’ll do everything. I just want you to show up. It’s not gonna cost you anything. Um, and you can bring, you know, we had a boutique that brought their clothes and, and different things. And we had a, a wine store that did a wine tasting and cheese and had a, a station set up there.

And then, um, our merchandiser in our buyer came to me and, uh, you know, she’s in her upper twenties and just did a, a great job of, of what she’s done. But she goes, Hey, we need to have this. Welded on jewelry and I go welded on like, what are you talking about? I have no idea. And she goes, it’s, it’s super trendy.

People love it. And I’ve been to an event where they’ve had it and it’s super busy and it’s awesome. I said, okay, make a phone call. See what you can get. And so they made a phone call and, uh, got this person, uh, their, their group here and, uh, set up a shop. And apparently you buy jewelry, it’s like bracelets.

You’re buying bracelets or necklaces. Um, so just imagine a bracelet without the clasp and you buy it by the inch and they put it on your wrist, and then they just kind of like tack weld it or do some like little welding. So then it’s a loose bracelet and it’s just there until you want to take it off.

So people wear ’em for 90 days, six months, a year, whatever. And uh, I didn’t know anything about it. I thought, oh, well this is kind of cool. I mean, that’ll be neat. I add another element to the night, and I tell you what, they had a table of three seats set up. And for two hours straight. There wasn’t one minute where all those seats weren’t full.

And I mean, they’re, they’re selling these for $75 a piece or something like that. So, I mean, it was, it was great to see them have huge success. It was just a great energy all the way around, you know, and just a very casual atmosphere where they can just experience our store and walk through and, and see all the accessories, sit on the furniture in a, you know, in a quote unquote non-traditional selling experience.

I mean, it’s just, Being there and it’s gonna make an impact. We feel that that is a memorable moment that they will never forget. Hopefully, uh, that they had a great experience there. And if

Mark Kinsley: the jewelry’s still stuck to them in six months or a year, they’re always gonna be thinking that happened at deets.

Exactly. This is, uh, this is my deets welded on jewelry now. Going down that rabbit trail for just a moment, how do you get the jewelry off? Whenever you are ready to remove it, you just rip it off and hope the welded seam or the soldered seam. I guess,

Kyle Deets: I guess it, I mean, and, and most of this jewelry is very small.

It’s like, you know, kind of a very small little gold chain or silver chain or whatever it is. Uh, but apparently if it, you just take it off when you’re done with it or it falls off, or I don’t know. Um, but I, I haven’t got that far yet.

Mark Kinsley: Okay. Well maybe that’ll be the update when you come back on the Sleep Summit show.

We can revisit that, uh, if you’re just hopping in, catching up with us. Kyle Deets with Deets Furniture. Uh, nice enough to tell his story about, uh, being a third generation furniture and mattress retailer, talking about the experience of, you know, his family immigrating from Germany and his, his dad being born into the furniture and mattress business.

Uh, Kyle, I gotta get into this idea a little bit of this customer experience that you described. Cause we’re talking about welding on jewelry and the ladies night out and the wine and cheese, and those are experiences that, like you said, are non-traditional. It’s not somebody coming in. Where they need a new mattress or they need new furniture necessarily, but they get exposed to your brand.

How does that set you apart from your

Kyle Deets: competition? I think it’s very difficult for your competition to replicate those type of things. Um, so we’re always looking at trying to make memorable experiences that. Either a big box retailer or somebody can’t replicate very easily. Uh, we’re leveraging our, our connections within the community, uh, being active in the community.

Those type of things are great. Um, and then we’re just kind of trying to take that to the next level. And there’s a lot of different ways that you can do that. Um, we’re always thinking of different ways, but there’s a, you don’t go into a furniture store very often or a mattress store very often and doing it in a way that is.

Very non-threatening. Um, and just having an experience where you can go with friends or just getting, having ’em a reason to see it. Cuz we feel that we do above average on our display and just the whole experience when you’re in there and we just don’t get enough people to see it. You know, if you’re a Walmart or a Target, you have a tremendous amount of traffic.

That’s why Endcaps work and all this type of stuff, cuz you could put anything there and you’re just gonna get so many eyeballs on it. We feel we have a great. Store where you could almost treat it like it’s a home show where you could come and see the latest trends in whatever you wanna see, but we just don’t get enough people there.

So we want to try to do events, uh, whether it’s, you know, ladies Night Out or, you know, our local chamber does a thing called Business after Hours. And, uh, we get all the local business leaders there at, you know, five 30 to come in and, and hang out, and we have a, an event there. And those travel around to different businesses, but.

Just those type of ways to just get people to know you as a person. So when they need a mattress or when you see ’em at, you know, a meeting, a school board meeting or whatever, you know, a Sunday school, whatever. I mean, it, it’s with your kids soccer practice, all this type of stuff that you’re known, and those barriers are down.

They can just text me like, Hey, what, what, what, what, what do you have? What can you get me? And, and you just become that number one

Mark Kinsley: choice. You’d be the guy, like I’ve, yeah. I’ve got a guy that helps me with whatever cars I’ve got a guy that helps me with guitars. Whatever you, you gotta have your guy or your gal.

Absolutely. And in this case, you, you become the guy or the gal like, oh, this is my person I call whenever I have this issue to solve. Furniture, mattresses, something for mom, people moving lake house. Whatever that transition is, you’re gonna be there to help ’em in a transition. Yeah. This is what I always tell people too, Kyle, when people come in to buy furniture and mattresses, most of the time they’re going through some sort of transition and transitions from an emotional standpoint represent change and fear.

A lot of times the companies change, so people are looking for an assurance of an outcome, so they want their guy, I want to have my guy. I trust him.

Kyle Deets: Absolutely. And, and that’s, that’s what we’re trying to, uh, to get. So we’re just known in the community that, uh, we’re, you know, the, the retailer of choice.

And, uh, if, if I can make enough connections, when that happens, those processes go much smoother. Now you still have to back it up and deliver and, you know, deliver a great experience with great products and great people and everything like that, and have great processes. But, uh, you know, it, it’s much easier and it’s actually more fun.

You know, it’s, it’s more fun to have an event and these type of things and be involved in your community because you feel you’re, you’re getting stuff out of it just as much as they’re getting out of it. And, uh, not to say that traditional marketing isn’t fun, but you know when you can make a human connection, that’s, that’s a great thing.

Mark Kinsley: I couldn’t agree more. That’s why I do the events that I do. You know, sleep Summit, the Dream Camps, it’s all about having those connections and that happens in person. And I think we saw what that vacuum and that lack of personal connection feels like, you know, over the past several years when, when we were disconnected and in such a significant way.

Um, as you connect to the community and you connect to your employees and you connect your products, To the life-changing benefits that they deliver. Let’s go to the mattress for a moment. How do you think about sleep and how do you think about the connection between sleep and the mattress? How do your people talk about it

Kyle Deets: with your customers?

Yeah, it’s a great question. Um, we feel very strongly that sleep is one of the main pillars of an overall healthy lifestyle. And, uh, if you’re not sleeping well, uh, your relationships are gonna be strained because you’re a little bit more edgy. If you’re not sleeping well, your health might not be there, uh, which means that you can’t spend time with your kids or grandkids or your friends or anything like that.

And I think the industry has gotten a lot better in the last five to 10 years. Uh, on moving away from more of price and item to let’s talk about sleep. Let’s talk about what are your issues, you know? Um, when people come in, I just, I just assume that they’re not sleeping well. So I said, you know, we, we have those conversations, you know, um, are you sleeping?

You know, do you sleep hot? Do you, you know, do you, is there, you know, sleep apnea, do you have any of these type of things that maybe we can talk about? Finding a solution and a sleep system that helps, you know, solve some of those problems. You know, I’m not a doctor, but I can sure help and, uh, you know, alleviate some of those, uh, symptoms.

Uh, have

Mark Kinsley: people been receptive to that conversation? And the reason I ask is because I have mixed feelings about. Our position in the mattress industry in relation to sleep, because I know that it’s an important conversation. If you had a chance to talk to a family member only once every eight years, let’s say, which is the typical amount of time people are waiting between a mattress purchase, that’s gonna be a very important conversation you’re gonna have.

You’re gonna make sure you impart them with knowledge or information or the emotion that you feel around what you need to communicate to them. Well, that’s what’s happening with a mattress shopper. So they come in. Are they looking for a piece of equipment? Are they typically looking for better sleep? Do they trust, you know, a sales associate at a mattress and furniture store to actually help ’em with that?

Or is there a little skepticism? What is, what is your experience?

Kyle Deets: Uh, it’s, it’s kind of a mixed bag. Um, you know, we really try to lay out the process of how this is gonna work in kind of a very non-threatening way. So they come in, You know, I’m assuming they’re after a mattress. We just have a couple conversations.

You know, get through all the, you know, is this for a spare room or is this for your, for your, for yourself? And so once we do that, then we just kind of set the stage and say, Hey, we’re just gonna do a sleep test here. Let’s just focus on the feel. And, uh, we take ’em to an area where we have, you know, you know, soft medium firm and just kind of, you know, introduce that feel.

All I’m focusing on is the feel of the bed. And, uh, we’re not talking price, we’re not talking anything. I don’t even introduce a power base at this point. Um, and we just have that conversation and then at from there we can kind of move ’em around in the showroom and kind of just see what we, uh, can do to kind of figure out what might fit them the best.

Um, introduce ’em to some different technologies. Maybe it’s, uh, an all foam mattress. Uh, maybe, you know, it’s a quilted top hybrid. Maybe it’s a smooth top hybrid. Uh, there’s just a lot of different options that, uh, work out there and, uh, we should try to find them the best solutions. So most of the time when you just keep it in a very non-threatening way, we have a much better success.

We get a few people that are still very standoffish sometimes, but, uh, for the most part, people are there. They know they need a new mattress, and we’re just gonna really try to help them with that.

Mark Kinsley: Well, and it seems like you are connected to your community. It seems like you’re known for kind of the heart of the business, and I know when we talked before, you said something that stood out to me and it seems really simple, but I want you to pay attention here because Kyle can explain it for you.

The little things are the big things. What’s an example of that? You told me the little things are the

Kyle Deets: big Yeah, so that was. Yeah, so my dad, uh, growing up in business as long as I can remember, said the little things are the big things. And, you know, that might mean just picking up a piece of trash on their way into the work.

That might be just taking care of the details and make sure your store is, is, uh, showroom ready and retail ready. Um, all those little things if you are disciplined in the little details. It gives confidence to the customers that they’re at the right store, that they’re buying from the correct person because you can buy a mattress just about anywhere and.

If you take care of these little details, we firmly believe that that not only gives customers confidence, but it’s gonna earn you more business and repeat business because, uh, we all do, you know, everybody listening to this is probably, uh, does a tremendous job with their stores and how we separate ourselves and just always, constantly thinking about the little things are the big things.

And, uh, you take care of those little details. The big stuff will, will just take care of

Mark Kinsley: itself. Let’s take care of a little detail right now, and that is a detail around where is the strangest place Kyle Deets has ever

Kyle Deets: slept. That is, uh, an interesting question. I, I’m probably gonna have to go with this one experience that I had with my brother-in-law.

Um, we were just, uh, my wife and I had just got married. We were in our early twenties and, uh, He goes, Hey, uh, he’s really into outdoors and I love, you know, hiking, fishing, you know, upland, bird hunting, that type of stuff. And he goes, Hey, we’re gonna go Turkey hunting and we’re gonna camp and we’re gonna go up in, you know, north central Nebraska.

There’s great turkeys up there and everything. I go, I’ve never gone Turkey hunting before. This is gonna be great. And uh, he goes, yeah, but we’re gonna be sleeping in a tent and it’s gonna be awesome. And I said, okay. Uh, that sounds great. Let’s, let’s do an adventure. Uh, we get up there. Little did he know that?

Uh, it was probably, I don’t know. It was way too cold. And I’m not a camper, like I’m not a tent camper. I, I don’t have all the gear. I, I think it’s cool and everything, but I, I am way under prepared for this, this guy this evening. And so we get there, we set up camp and we do our thing and, and he’s kind of leading the thing.

And, uh, so we go and, and we wake up and, and I, I don’t think I had frostbite on my nose, but it was so. Cold that night that I will never forget how lumpy the ground was. I was, didn’t have a sleeping pad or anything under the sleeping pad. I mean, it was, I was so, uh, grossly under prepared for the weather at, uh, that was probably the most unique experience that we were at, uh, doing in there, in that Turkey shack.

And then you were, so that, that’s my, that’s my

Mark Kinsley: craziest story. And then you were expected to get up and shake it off and go hunt after that?

Kyle Deets: Yep. Yeah. Yeah. And, and, uh, you know, it, it was just, it was a unique experience and, uh, you know, I was probably not taking care of the little things there on, on being prepared.

Mark Kinsley: That’s when the little things became big things on the adventurous, uh, camping trips. Well, hey, let’s, yes, absolutely. Let’s, uh, let’s also, let’s, let’s go back to our sleep summit quiz question of the day here. Let’s get your guess on this. What percentage of married couples. Sleep in separate beds.

Kyle Deets: I’m gonna go with, uh, 19%.

Ooh, you’re very

Mark Kinsley: close. So 19% would come out to about one in five. Uh, it’s one in four. So 25% of couples are self-reported to sleep in different beds now. As you know, there are a lot of different reasons why that is. Maybe somebody is a massive sleep disrupter, you know, they snore really badly or toss and turn.

Uh, sometimes there’s comfort differences in the mattresses, and so I’m gonna go into the guest bedroom and you go in this bedroom. What, what else do you hear when it comes to couple sleeping in the different rooms?

Kyle Deets: Yeah, those, those are the biggest ones. Um, you know, sometimes if they work, you know, different work schedules, one works overnights, one doesn’t, you know, the, the, the timing of, you know, that type of thing, if there’s some overlap is, is difficult.

But, um, honestly, I didn’t realize it was that high. I thought I, my guess was actually higher than, than the norm. But, uh, you know, that’s a, that’s a real conversation and a real thing that most people, uh, you know, or some people I guess deal with. Do

Mark Kinsley: you see a lot of people coming in looking at split twin XL mattresses for different comfort preferences or different adjustability preferences?

Kyle Deets: We’re seeing more and more every day. Um, you know, 10 years ago adjustable bases were, were just not. That big of a thing. They were, they were very expensive in relation to the mattress. And now the prices have come down, um, on, on adjustable basis. And we’re seeing more and more, uh, probably more than I, than I expect, um, because they’ve heard about it.

Uh, you know, there’s some, some online, uh, people that are pushing those, um, you know, with different technologies and different things. So people are getting more and more exposed to it. And, uh, They, they definitely, I, we, we always show one on our floor. Uh, we have a, a twin extra long, uh, dual adjustable king set up on our floor and all our floors to make sure that we can at least show it and see it.

People can experience it, but uh, yeah, we’re getting more and more every day. Yeah,

Mark Kinsley: that’s the trend line. On a previous episode of Sleep Summit Show, we had an adjustable base, uh, the president of adjustable base company, his name’s GI Perez. He’s with Ergo Motion and he told uh, us that the attachment rate currently by all estimates is at about 15%.

So for every wow hundred mattresses sold, there are 15 adjustable bases to go along with that. How, how’s your attachment rate or is it still kind of a new category for

Kyle Deets: deets? No, it’s, uh, we show adjustable bases on every bed that we show, with the exception of our twin and our twin rack. So we, we are firm believers of giving the, the presentation and talking about it and just how it can change the overall comfort of the mattress.

It’s amazing when you just tell somebody, Hey, I’m gonna move your head up and your feet up just a few inches. It just takes all the pressure off your lower back, your hips, your, your everything, your shoulders, and um, and then they sit there for a while and then you’re like, Hey, I’m gonna move you back flat.

And it’s gonna feel probably very uncomfortable. And then you can’t even imagine that you slept flat your whole life. And so at least that conversation starts it. Um, but to answer your question, um, we do track it. We’d like to be better. We’re probably slightly above average of what you just quoted there.

Um, we would like to be much better, but, um, it is something that, uh, we’re seeing as a, as a growing category for customers being receptive to it, um, and asking for it.

Mark Kinsley: Well, it sounds like you’ve got a great customer base that trusts you, that trusts your staff, your employees. You’ve been around a long time.

Kyle. Thanks for sharing your story with us. Did, did we not get to anything that you wanted to share?

Kyle Deets: No, I think that’s, that’s really, it covers a lot of it, so I, I was super excited when you reached out and, uh, you know, was grateful that we could connect and then talk mattresses.

Mark Kinsley: Absolutely. Well, thank you Kyle for being here.

Best of luck. As the transition, as this relay race continues forward and you fully, uh, take over the company, we, we’ll want to check in with you here down the road. So you’ll have to come back to the Sleep Summit show to give us an update, uh, whenever you have officially, um, rounded up all, all those small things, becoming big things that become.

You owning the business, and like you said, you’re very lucky that, uh, you’ve got a built-in advisor that’s gonna be very, it’s gonna be very difficult for him to get

Kyle Deets: away from you. Absolutely. And, uh, it’s, it’s, it’s a great thing. Um, he’s been in it 40 plus years and, uh, He, he’s, uh, he’s a great mentor role model, and, uh, we’re just, he’s moving on to another chapter.

Still gonna be very active, uh, and in, in other things. Um, but very excited and, uh, I’d love to stop back again sometime and chat with you.

Mark Kinsley: All right. Thanks Kyle. Thanks for reading on the show. Yeah.

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