Coming This September: Foreverbed’s First Retail Store Opens in Springfield, Missouri

By Brian Croft | Founder, Foreverbed

It’s a moment I’ve dreamed of for years—one that brings together decades of experience, relentless innovation, and an uncompromising commitment to quality rest. I’m incredibly proud to announce the grand opening of our very first Foreverbed retail store, coming September 2025, right here in Springfield, Missouri.

📍 Brentwood Plaza
2714 S Glenstone Ave
📞 417-890-9797

A Vision Years in the Making

Many of you know me from Croft Mattress, where we’ve proudly served the Ozarks with handcrafted mattresses for years. But Foreverbed was born out of a deeper mission—to change the way people think about sleep.

When I founded Foreverbed, I wanted to create something more than just another mattress line. I envisioned a sleep system so refined, so personalized, that it could quite literally be the last bed you’d ever need. After years of research, design, and passionate craftsmanship, Foreverbed became that reality—an elite, luxury sleep brand designed for those who believe rest should never be compromised.

Meet the Foreverbed Collections

Our new store at Brentwood Plaza will showcase the full Foreverbed lineup, each bed handcrafted with only the finest materials—natural latex, breathable wool, organic cotton, and advanced support systems. Here’s a preview of what to expect:

🛏️ Foreverbed Origin

Our most luxurious collection built with organic, sustainable materials. Designed for those who value breathable, supportive, and eco-conscious sleep. A perfect blend of nature and comfort. Origin features alpaca fleece, nano coils, graphite talalay latex, and is built to literally last a lifetime.

🚀 Foreverbed Ascend

Precision performance meets luxurious recovery. Ascend is engineered with advanced support layers and cooling technologies. Perfect for athletes, busy professionals, and anyone who wants their bed to do more.

🖤 Foreverbed Onyx

The Onyx line represents the pinnacle of modern luxury sleep, offering both hybrid and all-foam models for ultimate customization. Each mattress in the Onyx collection is engineered with a blend of Isotonic+ memory foam, Serene® pressure-relieving foam, and zoned, nested pocketed coils (in hybrid models) for precision support and spinal alignment.

All Onyx models are wrapped in mica-infused cooling fabric, designed to actively draw heat away from the body and promote a consistently cool, breathable sleep surface. It’s the most advanced system we’ve ever built—supportive, adaptive, and temperature-smart. If you demand the highest level of innovation and comfort in your sleep, Onyx delivers without compromise.

Sleep Elevated: Premium Accessories

In addition to our mattress collections, you’ll find a curated assortment of luxury sleep accessories that complete your bedroom sanctuary:

• Alpaca fleece pillows – Naturally temperature-regulating and hypoallergenic

• Luxurious bamboo sheets – Soft, breathable, and eco-friendly

• Adjustable beds – Fully customizable for optimal comfort and posture

Retail pricing ranges from $2,500 to $25,000, with every product handcrafted to deliver unmatched comfort and longevity.

Why Springfield?

Springfield holds a special place in our story—not because it's where we started Croft Mattress, but because it's where Foreverbed was born. In 2011, after the devastating tornado in Joplin destroyed our flagship Joplimo Mattress location, we were left with a single store—our Springfield location.

That moment of loss became a turning point.

Out of the rubble came a vision for something greater. With only one store left, we used that chapter to rethink everything—how we build beds, what sleep should feel like, and how we could offer more than just a product, but an experience. That’s when Foreverbed was founded, right here in Springfield.

Bringing our first dedicated Foreverbed retail store to the city where it all began feels like the perfect way to honor that history—and take the next bold step forward.

Join Us This September

When our doors open this September, you won’t just walk into a mattress store—you’ll step into a completely reimagined sleep experience. We can’t wait for you to try the beds, feel the difference, and discover why Foreverbed is unlike anything else in the world of rest.

Here’s to a new era of sleep.

With gratitude,
Brian Croft
Founder, Foreverbed
Owner, Croft Mattress