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Sleep Options was Launched by Rob Washburn, a member of the baby boom generation who suffers from chronic aches and pains. To satisfy the needs of other people with similar complaints, Sleep Options sells 70 kinds of bed pillows, plus a wide variety of mattress linens and comfort products, including sheets made from unbleached cotton dyed with vegetable pigments. The shops also maintain a soothing ambience to encourage customers to buy such things as hospital beds and foam-filled mattresses. **[http://bestfutonmattresses.com](http://bestfutonmattresses.com)** When Rob Washburn turned 40, about two years Ago, he learned there are three things in life which are certain: death, taxes and chronic diseases. It started with back pain. Then an elbow Injury led to shoulder trouble. Aware that he wasn't the only aging baby boomers suffering from such symptoms, he came up with the concept of Sleep Options, a specialty shop featuring sleep and comfort solutions. The shop sells linens, beds, comforters, audio machines, reading lights, aromatherapy products and 70 models of mattress pillows. There are even bath robes and alarm clocks. "We really began with the customer in Head, and that which flowed from that," said Washburn, the shop's president. "The baby boomers've just turned 50 and we know that this age group is interested in their own health." Baby boomers also invest in money. Sleep Options' Typical client is 49 years old, female and has an yearly family income of$70,000. While the average mattress sale is nearly $2,000, the typical take-away sale is about $50, '' said Washburn. Washburn said he pitched the idea for its Store to his managers at Hillenbrand Industries, where he had been employed as a vice president of strategy at control of ventures and acquisitions, almost two decades ago. Hillenbrand, a diversified entrepreneurs whose products range from hospital beds to door locks, gave Washburn the go-ahead, along with the chain's first shop opened in Cincinnati late last year. Another shop, also in Cincinnati, opened in June and a third store, in Florence, Ky., is anticipated to start in early September; a fourth will follow in November. The stores are 2,300 to 2,600 square feet and All have been in malls or shopping centers, said Adam Giles, director of marketing and merchandising Shop officials will not disclose sales figures, But Giles said, "We're over 60 percent before plan for earnings." Sleep Options stores comprise walnut wood Screen units and earth tone colors on the walls, carpet and ceiling. Product colors are kept to a minimum; white and off-white prevail, stated Lorey Minzner, a buyer for the store.  Sleep Options includes Ecoordinates sheets by Park B. Smith, which utilize vegetable dyes unbleached cotton. The store also sells duvet covers and comforters by KoKo Co.. Additionally, it has sheets and a brushed, unbleached cotton blanket by Peacock Alley. Major pillow providers include Imperial Home Fashions, Ogallala and Carpenter. "They began with us in November, and They've really done quite well," said Leslie Hudson, a spokeswoman for Peacock Alley. "We are expecting great things from Sleep Options. With our reorders and their plans for more shops, then that is terrific." **[http://bestfutonmattresses.com/futon-mattress-king-size/](http://bestfutonmattresses.com/futon-mattress-king-size/)** At a section of this store Named Pillow World There are eight categories of pillows, each with a choice of good, better and better. There are 20 SKUs at a category called Neck Ease, and several specialty pillows for side sleepers, stomach sleepers, snorers and people with allergies. There are temperature sensitive pillows and others full of water, gels or atmosphere. A Number of the cushions may be tried out in sleep Stations, where the store showcases four patented mattresses of its own. "They do really well. It's so premature From the match, however, we do see quite healthy reorders, and we are extremely pleased with their success," explained Robert Hickman, vice president for sales and marketing at Imperial Home Fashions. "They understand that the market does not Need another [retailer] of basic, utility bedding," said Hickman. Imperial Home Fashions specializes in Feather-and down-filled cushions, duvets and comforters. With beds, Sleep Options Can capitalize On the knowledge of its parent, Hillenbrand. The organization's biggest division, Hil-Rom, is a major manufacturer of patient-care equipment and devices, such as hospital beds. Sleep Options sells four patented mattresses adapted from the hospital models. They comprise liquid and foam suits, no coils. "Hospital beds are built like a tank, however We adapted those products so they can be made for a whole lot less," said Washburn. Hillenbrand also owns the Batesville casket Firm and Medico locks. In Sleep Options, atmosphere plays a key role In selling relaxation, said Minzner, who reached the shop from Lazurus, where she bought home textiles and bedding. "We were thinking about how to create a Calm, soothing environment and sell sound restful sleep. We carry relaxing CDs that we've playing at the store. It's a really soothing, relaxing setting," said Minzner. "We use a color we call 'Sleep Options Blue,' an evening skies colour, in the shop and in a banner with the logo. The majority of the goods are white or off-white, but everything we have we attempt to keep along the lines of a holistic setting." 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