VMFS franchisee Richard Sumerfield

By day he was a substitute teacher and a sales representative in a suit and tie; by late afternoon he transformed into a Verlo Mattress Factory Stores Craftsman in a leather apron.

It all started nearly 20 years ago for Verlo Mattress Factory Stores of Boulder franchisee Dick Sumerfield when he and his wife, Jane, stepped into a Verlo store in Crystal Lake, Ill. They left that day with not only a new mattress but with a new sense of curiosity about franchising opportunities with Verlo.

Dick said, “We liked the quality and the price, and we also appreciated the straightforward and informative sales approach.”

As fate would have it, Dick was actively looking for a business to open and was attracted to the Verlo concept. “I was accepted to law school but instead, chose to open a business like my grandfather had done. I was a substitute teacher and a sales representative while looking for the right business to open. Sometimes I would stop in the Verlo in Wheeling, change out of my suit in the back and build mattresses to learn the business.”

Dick added that he liked the fact that the owner controlled the manufacturing and the retailing of the product. “I knew it was something I could feel good about selling,” Dick said.

And Dick did his homework. He researched many business opportunities including buying a fleet of garbage trucks, developing a line of neon kids’ towel shirts, and even taking the restaurant-chain road.

Why Verlo? “In the end, it was my discussions with the Verlo founders, Dale Williams and Guy Day, that convinced me that a Verlo franchise offered the business integrity I was looking for,” Dick said.

In the summer of 1989, Dick and Jane traveled from Illinois to Colorado and settled on Boulder as the place to set up shop.

“The healthy lifestyle, strong demographics, the university and the close proximity to Denver made our decision easy,” Dick said. “We quit our jobs, had a baby, sold our house, moved to Boulder and opened a Verlo Mattress Factory Stores. It’s one of the best decisions we have ever made!”

This life-changing transformation has brought prosperity and fulfillment to the Sumerfields.

“The best part about owning a Verlo is being part of the local community,” Dick said. “It’s great to be able to give back to the very community that supports my business.”

Dick said he also likes the fact that he can control and schedule his own time.

“I am able to coach my kids’ soccer teams and attend their swim meets as well as serve on an advisory committee or volunteer for the YMCA,” Dick said.

Dick said every day brings new challenges and opportunities. “There’s never a normal day for me as an owner. Some days I may be on the computer at 4:30 a.m. and then fixing a piece of machinery at midnight. Other days I may be in Wisconsin for meetings. It’s a small enough business that it requires my involvement in all facets, including ordering, manufacturing, selling, delivering, advertising, accounting and managing. On the other hand, it’s a large enough business that I can’t do it myself and so I employ a few people to help.”

Dick continues to move forward in his business venture and works daily on opportunities to expand sales through Internet advertising and outside commercial sales calls.

He is also using his business as a springboard in teaching his 15-year-old son the value of hard work. “He helps out quite often at the shop. Perhaps he will show interest in taking over the business at some point in the future. Who knows?”