The mattress retail industry is undergoing significant change, and the Mattress Industry Dealers Association (MIDAS), founded by retail veterans Greg Jent and Steven Houk, is leading the charge.
Designed to unite independent mattress retailers, MIDAS focuses on creating a collaborative community that prioritizes education, innovation, and mutual success. This unique group isn’t just about rebates and special pricing—it’s about building a network that empowers retailers to thrive together.
The Origin Story: From Facebook to a Formal Association
The MIDAS journey began in 2020, a pivotal year that brought significant changes across industries. What started as a simple Facebook group, the “Mattress Industry Network,” was created by friends from across the country. This group quickly grew into a vibrant community of mattress store owners. Their initial goal was modest yet profound: to provide a platform where retailers could ask questions, share insights, and learn from one another.
Over time, the group evolved beyond social media, transforming into a powerhouse of collaboration and support. As Greg Jent reflects, “I knew we needed something more, something better, than what we had been getting from traditional buying groups. When the last recession hit, it wasn’t 2% rebates that saved my stores. It was the people who had been in my shoes before and shared their knowledge with me.” This foundational spirit of shared knowledge and mutual support became the cornerstone of MIDAS.
By Mattress Store Owners, For Mattress Store Owners
Tony Campus, owner of Mattress on Demand, emphasized what sets MIDAS apart from other options: “They truly listen and are deeply invested in the success of independent retailers.”
MIDAS is a buying group that truly lives up to its tagline: by mattress store owners, for mattress store owners. It’s designed to address the unique challenges and opportunities faced by independent retailers, ensuring their voices and experiences are at the center of every decision.
Steve Houk was recently asked what role MIDAS could play in the evolution of the mattress industry. He responded, “The mattress retail industry is evolving rapidly, embracing a true omni-channel experience—a seamless blend of online and in-store interactions. While ‘omni-channel’ may feel like a buzzword, it perfectly captures the direction the industry is heading. Our goal is to support retailers in navigating this transition by equipping them with the tools, strategies, and resources they need to succeed in this hybrid model. By fostering innovation and adaptability, we aim to help them thrive in a landscape where customers expect convenience, personalized service, and flexibility across all channels.”
Unlike other buying groups, MIDAS is uniquely positioned because it’s created by mattress store owners who understand the challenges of the industry firsthand. Their mission is clear: to empower independent retailers with the tools, education, and community they need to thrive. As Steve Houk states, “I believe that small business is the backbone of this country.”
A Community Built on Education and Empowerment
Looking ahead, MIDAS plans to launch a digital training network for its members. This initiative will provide on-demand access to educational resources, best practices, and expert advice tailored to the needs of independent mattress retailers. By creating a comprehensive online training platform, MIDAS ensures that members can continuously grow and adapt to industry changes at their own pace.
At its heart, MIDAS is about fostering a sense of belonging and mutual support among mattress retailers. It’s not just a network; it’s a family of independent business owners who genuinely care about each other’s success. Whether it’s sharing a hard-earned lesson, offering advice during a tough time, or celebrating a milestone, the MIDAS community exemplifies what it means to lift each other up.
The core philosophy of MIDAS is to leverage the experience of successful retailers to mentor and educate newcomers. The goal? To ensure that store owners run their businesses effectively, rather than being overwhelmed by them. Through communication, resources, and networking opportunities, MIDAS equips members to navigate the complexities of the mattress industry.
Tackling the Bed-in-a-Box Opportunity
The rise of bed-in-a-box mattresses presents independent mattress retailers with a unique opportunity to expand their reach and offerings. MIDAS is committed to helping its members see these products as a complement to their traditional business models rather than a threat. By providing training on effective marketing strategies, inventory integration, and customer engagement, MIDAS enables retailers to position bed-in-a-box options as a valuable part of their inventory.
With online mattress sales growing from 19% to 52% since 2020, MIDAS provides members with the tools to embrace e-commerce strategies and meet the expectations of today’s digital-savvy customers. This approach not only enhances the shopping experience but also ensures the continued relevance and success of independent mattress stores in an evolving market.
Small Businesses, Big Impact
“I feel like the industry has needed something like this for a long time and I’m glad someone finally took the initiative to create it. I’m excited about being a founding member,” shared Brandon Brewer of MidTenn Furniture in Murfreesboro, TN.
MIDAS is more than just a buying group; it’s a movement. With a mission to support small businesses—the backbone of America—this association is poised to make a lasting impact. Through collaboration, education, and a shared vision, MIDAS is helping independent mattress retailers not just survive but thrive in an ever-changing marketplace.
As the saying goes, everything they touch turns to gold. With MIDAS, the future of independent mattress retail shines brighter than ever.
