Select Comfort Opens Lifestyle Center Store at The Shops at Boardwalk in Kansas City, Missouri; Updates Marquees and Branding at Kansas City-area Stores

Business Wire, Oct 17, 2003

Business Editors

MINNEAPOLIS--(BUSINESS WIRE)--Oct. 17, 2003

Select Comfort Corporation (Nasdaq:SCSS), the nation's leading bed retailer and creator of the SLEEP NUMBER(R) bed, announced the opening of its 345th store, opening in Kansas City, Mo. This 2,000-square foot store is Select Comfort's second lifestyle center location and its fifth Kansas City-area retail store.

"The momentum and awareness we've gained for Select Comfort and the Sleep Number bed in recent years has allowed us to begin opening non-mall stores in lifestyle centers where we are a true destination," said Keith Spurgeon, senior vice president of sales at Select Comfort. "The Shops at Boardwalk will be a hallmark store for us, featuring the latest in sleep innovation - including our PressureMap(SM) technology and our full line of Sleep Number beds and bedding -- all at a location that's especially convenient for consumers."

Additional Kansas City-area Select Comfort Store locations include Independence Center, Oak Park Mall and Metro North shopping centers. Sleep Number beds are also available at the Bed, Bath and Beyond in Overland Park and Benchmark.

Select Comfort Marquees Updated

Select Comfort also announced that Kansas City-area Sleep Number(R) stores in Independence Center, Oak Park Mall, Metro North and The Shops at Boardwalk will now feature the company's new marquee, Select Comfort: CREATOR OF THE SLEEP NUMBER BED(TM).

Noel Schenker, senior vice president of marketing and new business development for Select Comfort, explained that the marquee change is part of the company's overall program to upgrade the branding and image of SELECT COMFORT(R) stores and to build further awareness for the company's key product, the Sleep Number bed. The new marquees and new brand logos have been incorporated in all Select Comfort stores opened or remodeled in 2003, representing approximately one-third of the company's nationwide store base.

"Increasing consumer awareness of our brands, products and stores has been one of our very successful growth strategies in the past few years," Schenker said. "We have a unified, recognizable image in our advertising, yet we have had a variety of branding and marquee treatments at our stores around the nation. As we become a more prominent national advertiser, we believe having a consistent, familiar marquee at all Select Comfort stores will aid consumers' understanding of exactly where to go to find their Sleep Number and to experience the Sleep Number bed."

Select Comfort stores that do not yet carry the new Select Comfort: CREATOR OF THE SLEEP NUMBER BED(TM) marquee will convert to the new signage in the future in conjunction with standard remodeling and lease-improvement programs.

Founded in 1987, Select Comfort Corporation is the nation's leading bed retailer(1), holding 26 U.S. issued or pending patents for its personalized sleep products. The company designs, manufactures and markets a line of adjustable-firmness mattresses featuring air-chamber technology, branded the Sleep Number(R) bed, as well as foundations and sleep accessories. Select Comfort's products are sold through its 345 retail stores located nationwide, including 13 leased departments in Bed Bath & Beyond stores; through selected bedding retailers; through its national direct marketing operations; and on the Internet at www.selectcomfort.com.

(1) Top 25 Bedding Retailers, Furniture Today, May 26, 2003