Jodi Schwan

jschwan@sfbusinessjournal.com

Mattress Firm plans to open its fourth Sioux Falls store in a former Mexican restaurant.

The growing mattress chain is leasing the former La Fiesta space at 41st Street and Western Avenue.

"It seemed to be an area of town we're not currently servicing," franchisee Paul Hollister said. "We definitely feel like there's a different market to capture there. This store has great presence and gives us lots of visibility on a high-traffic corner."

The first Mattress Firm in Sioux Falls opened in November on West 41st Street in front of The Empire Mall. The newest location will position a store near other competitors such as South Dakota Furniture Mart and Montgomery's Furniture.

"We can always take a good share of the pie," Hollister said. "We're not Target. So it may seem like there's a lot of mattress companies in Sioux Falls, and there are quite a few, but we all don't have to do a thousand customers like Target does to be successful."

Mattress Firm also has a store on North Minnesota Avenue and one on East Arrowhead Parkway.

The new location will help the chain leverage its growing recognition in the market, according to Craig Hagen of NAI Sioux Falls, who represents Mattress Firm on leasing.

"They're a national brand with good credit, and they do an immense amount of advertising, which will draw people to that corner," Hagen said.

Mattress Firm will need to gut the former restaurant space, Hollister said. The hope is to be open by the end of the year. That would give the franchisees six locations in their first year. They also have stores in Mitchell and Sioux City and are looking at other markets such as Brookings or Watertown.