Verlo Mattress franchise
2023 filing · May 3, 2023Shares sales figures
Verlo Mattress at a glance
A mattress store selling Verlo mattresses and bedding accessories, some with a mattress factory on site.
The business
- Industry
- Retail
- Franchisor
- FWR, LLC
- The company that sells the franchises
- Franchising since
- 1989
- 34 years of selling franchises
- Franchisor based in
- Milwaukee, Wisconsin
What you pay
- Cost to open
- $270K–$404K
- A Verlo retail store
- Franchise fee
- $50,000
- Paid once, when you sign
- Royalty
- 5%
- 5% of monthly gross sales, plus up to 2.5% to the national marketing fund (currently $500 a month) and up to 1% for technology (currently $500 a month)
- Brand fund
- Yes
- $500 a month per store; it can rise to 2½% of gross sales
- Renewal fee
- $5,000
- When the agreement ends and you sign again
- Agreement length
- 10 years
- Territory
- Limited
- Limited protection
- Franchisor financing
- None offered
Where it is
- Franchised, 2022
- 27
- As printed in the filing
Support and records
From FWR, LLC’s 2023 filing; revenue and net loss from its audited financial statements, page 130; SBA status from the SBA Franchise Directory, October 28, 2026.
Franchisor revenue is the company that sells the franchises (royalties, fees and anything else it earns), not what a location makes.
Where it ranks
Verlo Mattress among all franchises with the same figure.
| Figure | Verlo Mattress | Among all franchises |
|---|---|---|
| Cost to open, midpointHalfway between the low and high estimate | $336,921 | Costs less than 52% of franchises |
| Franchise feePaid once, when you sign | $50,000 | Higher than 70% of franchises |
| RoyaltyShare of sales paid to the franchisor | 5% | Lower than 69% of brands with a set rate |
How much a Verlo Mattress franchise costs
Opening a Verlo retail store costs an estimated $269,684 to $404,157. That covers the franchise fee and everything else needed to open, through the first months of working capital.
Source: FWR, LLC, 2023 filing, page 21
Verlo Mattress franchise fee
The franchise fee is $50,000. You pay it when you sign the franchise agreement.
Source: FWR, LLC, 2023 filing, page 11
Royalty and ongoing fees
| Royalty | 5% of monthly gross sales, plus up to 2.5% to the national marketing fund (currently $500 a month) and up to 1% for technology (currently $500 a month). |
|---|---|
| Brand or marketing fund | $500 a month per store; it can rise to 2½% of gross sales. |
| Technology Access Fee | Up to 1% of monthly Gross Sales, currently $500 per store per month |
| Transfer Fee | $10,000 |
| Renewal Franchise Fees/Charges | $5,000 |
| Convention and Training Fees | Up to $500, annually |
The typical franchise royalty is 6% of sales, plus 2% for marketing. See franchise fees and royalties to compare.
Source: FWR, LLC, 2023 filing, page 12
Other fees as filed, from pages 12–14. The filing lists every fee, including late fees and audit costs.
Sales and earnings
Shares figures Verlo Mattress publishes sales or earnings figures for its locations. The full tables, with notes on which locations are counted, are in its filing.
- Average net sales
- $1,859,164
Yearly figures for 2022, per franchisee, 13 franchisees (21 stores) open all of 2022.
Sales are what the business takes in before rent, payroll, royalties and other costs, not what its owner keeps.
Source: FWR, LLC, 2023 filing, pages 44–45
SBA loans to Verlo Mattress franchisees
Lenders approved 28 SBA-backed loans for Verlo Mattress franchisees from 1995 to 2024, $10.9M in all: 21 7(a) loans and 7 504 loans. Of the 20 that have ended, 19 were paid in full and 1 was charged off (5%). The other 8 haven’t ended yet.
A charged-off loan is one written off as uncollectible. See SBA franchise loans for how 7(a) and 504 loans work.
Source: SBA 7(a) and 504 loan data, as of September 30, 2026
How Verlo Mattress compares
Of the 302 retail franchises on this site, Verlo Mattress is the 192nd cheapest to open.
| Figure | Verlo Mattress | Typical retail brand | Typical franchise |
|---|---|---|---|
| Cost to open, low end | $270K | $198K | $222K |
| Cost to open, high end | $404K | $425K | $477K |
| Franchise fee | $50K | $35K | $40K |
| Royalty | 5% | 5.7% | 6% |
| Shares earnings figures | Yes | 187 of 302 | 2,147 of 3,352 |
Typical is the median across the 302 brands in retail franchises; typical franchise, across every brand here.
Locations opened and closed
| Year | Franchised | Company-owned |
|---|---|---|
| 2020 | 26 (−4) | 5 |
| 2021 | 27 (+1) | 5 |
| 2022 | 27 (0) | 5 |
Closed or left counts terminations, non-renewals, locations bought back by the franchisor and locations that stopped operating. The counts include factory and retail stores and retail-only stores.
These figures don't add up as printed: the 2022 counts come to 32, but the filing shows 31. Worth asking the franchisor.
See which brands grew most in the fastest-growing franchises rankings.
More in the guides: franchise failure rates.
Source: FWR, LLC, 2023 filing, page 47
Where Verlo Mattress locations are
At the end of 2022, Verlo Mattress had locations in 6 states. The most are in Wisconsin, Illinois and Florida.
- Wisconsin21
- Illinois7
- Florida1
- Georgia1
- Iowa1
- Missouri1
Source: FWR, LLC, 2023 filing, page 48
Who owns Verlo Mattress?
Verlo Mattress franchises are sold by FWR, LLC.
From FWR, LLC’s 2023 filing.
Lawsuits and bankruptcy
| Lawsuits and regulatory actions | None. The filing says no litigation has to be disclosed. |
|---|---|
| Bankruptcy | None. The filing says no bankruptcy has to be disclosed. |
Franchisors must disclose lawsuits and bankruptcies involving the company, its parents and affiliates, and its executives. Many cases are routine disputes with franchisees over fees or contracts; read the descriptions in the filing and ask current owners about anything that worries you.
Source: FWR, LLC, 2023 filing, litigation on page 10, bankruptcy on page 10
Verlo Mattress filings
The figures on this page come from FWR, LLC’s 2023 filing, issued May 3, 2023, on record with the NASAA Electronic Filing Depository.
| Filing | Issued | Registry | On this page |
|---|---|---|---|
| 2023 filing | May 3, 2023 | NASAA depository | Costs, fees and locations, 2020–2022 |
Each link opens the filing as a PDF. See the newest filings across all brands.
