Midwest Mattress was created by two “big chain” mattress store execs in 2003. The two Iowa natives had grown tired of the deceptive advertising and high pressure tactics commonly used in “big city” mattress retailing. They took their industry knowledge back to the Midwest and added a missing ingredient…honesty. In the age of information, they decided the best way to market their new sleep shop was to tell the truth. Show people how to intelligently shop for a mattress and encourage them to do so based on that knowledge. No phony “ON SALE,” “50% OFF,” or “PER-PIECE” low price mattress advertisements. They instead decided to showcase an aggressive pricing strategy by eliminating the commissions, spiffs, and co-operative advertising commonly built into today’s mattress prices. The result was a soft-sell no-haggle business approach which quickly caught on and started to grow. In 2007, Midwest Mattress partnered with the Restonic factory in Toledo Iowa. Restonic is an industry leader in the research and development of all natural latex and space age memory foam sleep technologies. With a 70 plus year history of building beds and a seven time winner of the Consumer’s Digest Best Buy award, Restonic provided an excellent opportunity to create a 100% locally made and merchandised sleep product.