Phoenix-based direct-to-consumer sleep brand Helix Sleep has partnered with Steinhafels, a leading Wisconsin and Chicagoland furniture and mattress retailer, to launch its products in 13 superstores across Wisconsin, Illinois and Indiana.
“We’re so excited to add Steinhafels to our growing retail program,” said Jerry Lin, co-founder of Helix Sleep. “Their long-standing presence in the Midwest, strong customer loyalty, and reputation for quality align well with what Helix stands for. We’ve seen strong results with our retail partners, and we’re excited to bring that same success to Steinhafels as we expand access to our lineup of personalized, high-performance mattresses.”
According to a news release, Steinhafels’ in-store assortment will feature three of Helix’s top-selling models — Midnight Luxe, Twilight Luxe and Midnight Elite — with a range of firmness levels to meet diverse sleep needs. Customers can experience Helix’s signature features in person, including zoned lumbar support, GlacioTex cooling technology and advanced hybrid construction. All Helix mattresses are Greenguard Gold and CertiPUR-US certified and free from harmful chemicals and fiberglass.
“At Steinhafels, we’re always looking to bring innovative sleep solutions to our customers, and Helix is a perfect fit,” said Jessica Stark, director of merchandising at Steinhafels, based in Waukesha, Wisconsin. “Helix has built a reputation for delivering mattresses that combine personalization with exceptional comfort and support. By adding Helix to our lineup, we’re giving our customers even more options to find the mattress that truly matches their unique sleep needs.”
With its domestic mattress assembly, in-house production of proprietary foams and coils, a growing national manufacturing footprint and a national sales and training team, company officials said Helix is prepared to support high-volume retail partners and deliver a high-touch, consistent retail experience at scale. To support the launch, Helix will run co-branded digital retargeting campaigns aimed at driving foot traffic to Steinhafels stores, the news release said.
