Matt Smith, CEO at global sleep brand Snooze Mattress Company, talks about its ongoing expansion following the launch of its latest store in Ireland.
US-based sleep and wellness-focussed bed business Snooze Mattress Company is on a mission. With wellness at the core of its ethos, Snooze is expanding at a rapid pace, not just across its native America, but also overseas in Europe, including the UK and Ireland.
“Our vision is to plan the future of sleep with imagination and innovation, where we are continually learning about how to engineer sleep science,” Matt says. “We wake up to face the challenge of crafting your perfect night’s rest because we know that your success depends on last night’s snooze.”
Operating out of Colorado, Snooze has sold 50 franchise locations across America with around nine more to open soon, and is continuing to expand its presence in the Irish market further, as well as the UK. Snooze recently celebrated the grand opening of its first Cork franchise store, situated at South Ring Business Park on Kinsale Road, which was a very successful event running from 28-30 March 2025.
“Our officially launch event was fantastic and we smashed our targets. We have 20 stores in Ireland and the UK. We plan to open 20+ more by the end of the quarter. We are the first to have an adjustable base only in Ireland, because right now, you have to buy it with a divan and all this other stuff where you can’t just get a base.”
The Cork store also features Snooze’s popular Dream Mapping technology – a “cutting-edge sleep solution” that acts as a gateway to a personal sleeping experience. Matt explained: “Achieving deep, restorative sleep is a personal journey that starts with identifying the ideal sleep system that meets your unique body’s needs.
“Our proprietary Dream Mapping technology is the gateway to personalising your sleep system. This dynamic pressure mapping technology is trusted by Ferrari & the Mayo Clinic and we are proud to leverage it to help you experience life-changing sleep. Using our state-of-the-art Snooze Dream Mapping machine, we can map out your pressure points and find the perfect, premium mattress for our customers.”
Matt revealed that the Cork store is just the start of its accelerated expansion strategy, with the business potentially opening more stores in the area as well as entering Northern Ireland too. “We’re starting in Cork, where we might do more, as well as others throughout Dublin, and then up to Northern Ireland. With franchising, we’re nurturing people and if we end up finding the right location and people that fits our culture and community, whether that’s in London, Dublin or other areas of the UK and EU, we will take the opportunity seriously. London is somewhere that has several different areas that interest us and if we find the right person, that’s where we’ll be heading next.”
As Matt says, the fit has to be right for the franchise to work, and when that match is made, Snooze throws everything at it to make sure the opportunity thrives from the get-go. So, what is Matt and the Snooze team looking for? “Someone with an attractive history of owning businesses or doing something that shows that you’re going to put in the work.
“We are looking for potential franchisees throughout UK, or mom and pop shops that would be interested in expanding through our Snooze franchise system with one or multiple locations. We can show an easy path of the ROI on a Snooze franchise versus independent retail. We also want people that are coachable. We’re going to teach you how to do it, while remaining true to our core values.”
Matt has a clear vision for the UK and Ireland market, which could potentially see around 200 Snooze stores open over the next three to five years. It’s a big project, but one that the Snooze team is relishing – and that’s just a slice of its global ambition.
“In addition to our UK and Ireland plans, we are also nurturing people in Canada right now, Mexico, and Dubai, lots of different areas are being targeted. Then there’s America too, where we’ve just launched in Myrtle Beach, North Carolina. This broke every record that industry’s seen, and we had a lot of fun doing it. These guys bought their own building! Our goal is to take over the world!”
As touched on earlier, Snooze’s Dream Mapping technology has seen the business invest heavily to really help customers on their sleep journey and experience. This includes developing its own SKU score, as Matt explains: “This is about health and wellness, where we’re fitting the customers with a dream mapping, which is trusted by the Mayo Clinic.
“We map your body to tell you what kind of a mattress that you need. We’re lagging layers to this proprietary to really help the customer journey and help find the right mattress to customers through data, not through just try this one out. There’s so much more data.”
Other areas of investment include its own proprietary AI distribution, as well as partnering with sleep doctors and coaches to dig deeper into sleep and wellness. “It really is about selling sleep, and that’s been our pride in what we do,” Matt added.
“We’re working on implementing a medical board. Their job will be to research data and find out how we can continue to disrupt this industry, outside of just mattresses. We also have our own diffusers and sound machines too. We’re continuing to evolve but also raise the industry standard too.”
Another area of partnerships has seen Snooze form a reliable relationship with RetailSystem, an award-winning, industry leading furniture & bed retailers combined ERP & EPOS solution, where the software company also donated a luxury hamper to one lucky customer during the Cork opening. “RetailSystem has been really beneficial in helping us establish our approach to the UK and Ireland, as well as having a global reach too,” Matt said.
“When compared with other similar systems that we had in the past, RetailSystem is one of the most innovative things that we’ve ever seen. The team have done a good job making it and it’s spot on with the times.”
As Snooze continues its ongoing expansion, Matt and the team look forward to the next chapter of its exciting project. “This is just the beginning of our journey, however, our three nonnegotiables are this: good human, grit, and coachable. If you’re one of those three things, reach out and join us in the Sleep Revolution because “If You Don’t Snooze, You Lose”.”
