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Joplimo Mattress Has Firm Plans for Fayetteville

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Joplimo Mattress had a soft opening of its first northwest Arkansas store Thursday in Rogers and will open a Fayetteville store in August.

Joplimo, which is based in and named for Joplin, Missouri, has five stores in Missouri and Kansas and does business of between $5 million and $10 million annually, said founder Brian Croft. Croft hopes to eventually have as many as five stores in northwest Arkansas.

Croft is a native of New Hampshire and was working for Leggett & Platt Inc. of Carthage, Missouri, when he decided to go into business himself. Joplimo hand-makes the mattresses, including customized ones, that are sold in its stores.

“I thought I could build a better mousetrap,” said Croft, who earned a mechanical engineering degree before going to work in the mattress business.

The Rogers store is on Promenade Boulevard down the street from the mall, while the Fayetteville store will be next to the Whole Foods that is currently under construction on College Avenue. Both stores will be approximately 4,000 SF and have a total workforce of 10, Croft said.

“We have an aggressive growth plan,” Croft said. “We wanted to ambitiously double our size every year.”

Joplimo donates 10 percent of its sales to nonprofit organizations in memory of Croft’s brother, Jeffrey, who was bipolar and committed suicide in 2001.

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