1998 Western Retailer Of The Year Award Given To Dale Carlsen And The Sleep Train, Sacramento, California

Furniture World Magazine

The Western Home Furnishings Association (WHFA) has named Dale Carlsen of Sleep Train Mattress Centers, a Sacramento, California-based bedding retailer, as recipient of the 1998 Western Retailer of the Year Award, the highest honor the WHFA can bestow on a member of the 1,400 store Association. The award was presented on Tuesday, June 2,1998 during the WHFA Western Retailer of the Year Award Dinner held at the Edgewood Golf & Country Club in South Lake Tahoe, Nevada. The WHFA Western Retailer of the Year Award is given each year to a retailer who is exemplary in merchandising and advertising; has a commitment to support the betterment of the home furnishings industry and industry related activities; as well as service to the community and/or civic organizations. Dale Carlsen's chain of mattress centers is one of the fastest growing in Northern California, Portland and the Seattle areas. Since its beginning in 1985, The Sleep Train grew to nine locations in the Sacramento area. By 1996, The Sleep Train opened seven new stores in the Portland area. By 1997, The Sleep Train expanded into the Seattle area adding 12 more stores, and with his recent expansion into the San Francisco Bay Area, The Sleep Train has a grand total of 36 stores. Dale's plans are to have 54 locations by the end of the year. Dale started the business in 1985 all by himself. Dale bought a truck, leased some space, and quit his job all in a two week period. That was the beginning of an exciting 13 years of growth from a simple 1,200 square foot store with no employees to over thirty-six stores and 300 employees. The Sleep Train has a 40,000 square foot distribution center at their corporate office in North Highlands, California; a 20,000 square foot warehouse in Portland, Oregon; 40,000 square feet in Seattle, WA; and 60,000 square feet at their newest and largest warehouse in Oakland, California. Dale strongly believes it is Sleep Train's responsibility to give back to the communities where it does business. The Sleep Train contributes to more than twenty local charitable causes. Over the years, Dale has received numerous awards from Sacramento, his local community. For the past four years, The Sleep Train has been ranked as one of the top 100 fastest growing companies in the Sacramento trade area by the Sacramento Business Journal. He received the Sacramento Area Radio Broadcasters Association's H.E.R.O. Award for innovative use of radio and community involvement. And in 1996, he received the Sacramento Area Junior Achievement Bronze Award for "leadership and support" for helping educate and inspire young people to value free enterprise, business and economics. He has taught in the classroom, been a board member at large, and is currently finishing his term as chairperson of the board for the Junior Achievement. For the past seven years, The Sleep Train has focused a large portion of its charitable energy into its Mattress for Kids program. Through this program, The Sleep Train, with the help of Serta, Sealy, Simmons and Spring Air Mattress companies, has donated more than 1,500 new mattresses to at risk kids in the communities they serve. Plus, The Sleep Train expects to donate an additional 750 to 1,000 sets this year. Dale and his company regularly participate in many industry programs, conferences and meetings. He believes that to serve the industry well, high standards must be set for his warehouse and sales training programs, store appearances, customer service, safety programs and present quality non-misleading advertising. The following criteria were used to determine the 1998 Western Retailer of the Year: Implements innovative merchandising techniques. Shows creativeness and imagination in designing media and print promotional material and promotional events. Perpetuates the growth of the home furnishings industry through support of industry related institutions and associations. Active in service to community and/or civic organizations. Maintains a clean and well-designed store exterior with effective exterior signage. Presents a clean, organized and safe warehouse environment with outstanding delivery service. Exhibits professional business ethics and adheres to truth in advertising laws. And, believes quality employees are the foundation of a successful business, and motivates them to exhibit exceptional customer service. For more information on WHFA e-mail: comm@whfa.org