Springfield, MO (October 20, 2025) — Foreverbed, the Ozarks’ own luxury mattress brand founded by bedding industry veteran Brian Croft, has opened its first flagship showroom in Springfield’s Brentwood North Center at 2714 S. Glenstone Avenue. The new space brings together handcrafted quality, wellness innovation, and faith-inspired purpose to redefine the luxury sleep experience in the Midwest.
Croft is widely recognized in the bedding industry for his leadership roles with Mattress Giant, which was the nation’s largest specialty mattress retailer at the time, and Leggett & Platt, a global manufacturer of bedding components headquartered in Missouri. He now owns and operates Croft Mattress (formerly known as Joplimo Mattress) as well as Foreverbed, a regional luxury mattress brand with its own factory in Missouri.
“My brother’s death by suicide changed everything,” Croft said. “It opened my eyes to how fragile the mind can be when the body and soul are exhausted. Foreverbed was born from that pain to stand for rest, renewal, and the hope that faith can restore us.”
A Mission Inspired by Isaiah 40:31
The Foreverbed mission is grounded in the verse “They that wait upon the Lord shall renew their strength; they shall mount up with wings as eagles.”
The soaring eagle emblem serves as both a brand symbol and a message of strength, healing, and renewal through faith and rest. Foreverbed also supports mental-health and suicide-prevention organizations, extending its mission beyond better sleep to help others find restoration.
Luxury Sleep Made in the Ozarks
Each Foreverbed is bench-made in the company’s Missouri factory using American-made materials and a proprietary honeycomb nested coil design that delivers precise spinal alignment, long-term durability, and a truly handcrafted feel.
The new Springfield flagship showcases three signature collections:
Origin Collection – Crafted with alpaca fleece, graphite Talalay latex, and nano-coil support for natural softness and breathability.
Onyx Collection – A performance-driven hybrid that combines modern design with advanced coil technology.
Ascend Collection – A refined and approachable introduction to the Foreverbed experience for customers seeking quality and comfort at a more accessible price point.
Each mattress can be personalized through the showroom’s Design Center, where clients choose fabrics, handles, and labels to create a bespoke bed. The showroom also features a curated assortment of luxury accessories such as alpaca fleece pillows, silk sleep masks, eucalyptus sheets, and adjustable bases designed to enhance restorative sleep.
“Our mattresses are made one at a time in our Missouri factory, and that level of care is something our customers can feel immediately,” Croft said. “Luxury sleep should be about health, design, and quality that endures.”
Faith and Wellness Working Together
Foreverbed defines itself as a Christian luxury health brand, blending modern sleep science, wellness principles, and faith-based inspiration. The flagship showroom offers a calm, boutique atmosphere where visitors can learn how proper alignment, breathability, and pressure relief impact both physical restoration and emotional balance. Every detail, from materials to presentation, reflects Croft’s conviction that true luxury is health and that rest is sacred.
“We live in a world that glorifies exhaustion,” Croft added. “But God created rest as a gift. Foreverbed exists to help people receive that gift in body, mind, and spirit.”
Expanding Through Licensed Partners
Foreverbed’s long-term vision includes strategic growth through licensed retail and wholesale partners who share the brand’s values of craftsmanship, wellness, and integrity. The company is currently building a network of select retail partners, boutique showrooms, and factory-direct operators who wish to represent the Foreverbed brand within their markets.
The Foreverbed licensing program offers partners access to the brand’s proprietary coil systems, material specifications, and design program, supported by hands-on training and marketing resources from the Foreverbed leadership team.
“We want to partner with like-minded retailers and builders who see the value in a truly handcrafted, faith-driven, and American-made product,” Croft said. “Our goal is to bring Foreverbed’s message of renewal and rest to new communities while protecting the integrity of what makes the brand special.”
This expansion model allows Foreverbed to grow regionally and nationally while keeping production rooted in its Missouri factory, ensuring that every mattress remains true to the company’s high standards of craftsmanship and care.
Visit Foreverbed Springfield
Foreverbed Springfield Flagship Showroom
2714 S. Glenstone Avenue
Brentwood North Center
Springfield, MO 65804
Phone: (417) 890-9797
Website: www.foreverbed.com
Instagram: @foreverbed.usa