The cover of this week’s Indianapolis Business Journal features a familiar face–Nathan Elliott, Chief Marketing Officer of Comfort Option, a division of locally owned Foamcraft.
Comfort Option is the proprietary mattress brand of Foamcraft, Inc. Founded in the Fountain Square neighborhood of Indianapolis in 1952 and later headquartered in Irvington, Foamcraft has been a family business from the beginning, fabricating and selling foam to the major players in the bedding and furniture industries for over 65 years.
The idea for Comfort Option grew from years of witnessing the endless problems, gimmicks, and high mark-ups that have become unfortunately common in the mattress industry. They felt they have the means and experience to offer a simple solution: high-quality, comfortable, and well-built mattresses, sold directly to their community for a fair and straightforward price and paired with a level of service that they feel all customers deserve. This idea took root and, in the spring of 2017, Comfort Option came to life. If you are looking for a better night’s sleep, they invite you to try our mattresses. They’re confident that you’ll love what you find.
From the IBJ:
“Foamcraft Inc. has spent more than 65 years making and distributing products for other companies—first out of its Fountain Square headquarters, then from its plant in Irvington, and now at five facilities across Indiana.
That strategy has served the privately held, family-run company well. But it’s hoping for even greater success with its newer, direct-to-consumer line, including its latest product: custom-made mattresses.
Since the late Robert Taylor Elliott founded the firm in 1952 as a distributor of Firestone’s foam product, it has grown steadily by crafting custom-fabricated foam items ranging from mattresses and boat furniture to medical products and acoustical wall coverings—all sold under other brand names.
Foamcraft—headquartered near East 56th Street and Post Road—now has about 375 full-time employees carving and creating products out of blocks of foam the size of small cars that come into its factories in Indianapolis, Greenfield, Mitchell, Elkhart, and Goshen.
But despite its longtime success, Foamcraft’s majority shareholder and CEO, Robert W. Elliott, wanted more control over the company’s destiny…” READ THE FULL ARTICLE HERE.