Joplimo Mattress; the legacy of the dragonfly lives on at Croft Mattress.
Our founder, Brian Croft, began his journey in small business by opening Joplimo Mattress in Joplin, MO, in 2010. The company rapidly grew to 10 locations across Missouri, Arkansas, and Kansas. Croft founded Joplimo Mattress in response to a concerning trend in the bedding industry, which was moving towards lower quality and durability products. The industry aimed for consumers to replace their mattresses more frequently than once every 10-12 years. In contrast, Joplimo Mattress committed to creating mattresses that would last 15-20 years. This business model was a tremendous success and eventually led to the establishment of Foreverbed and Croft Mattress.
The dragonfly is central to the Joplimo Mattress logo for several reasons. Imagine living just a few short months as an adult; life would undoubtedly be lived differently. This scenario reflects the reality of dragonflies, reminding us to live life to the fullest—be present, love deeply, and avoid wasting a single moment!
Interestingly, 80% of a dragonfly's brain is dedicated to its sight, allowing it to see in all 360 degrees. The dragonfly represents clarity and encourages us to eliminate confusion and distractions that hinder our ability to live our best lives. Gaining an outside perspective can help us see the obvious path we should take.
The dragonfly's agile flight and ability to maneuver in six directions exude power and poise. These qualities contribute to its significance in our logo. A dragonfly achieves its goals with simplicity and effectiveness, flying at speeds of up to 45 miles an hour, hovering like a helicopter, and even flying backward like a hummingbird. Remarkably, it does this with a mere 30 wing flaps per minute, far fewer than the 600 to 1,000 flaps required by other flying insects, adding to its power and grace reminiscent of a veteran ballet dancer.
Globally, the dragonfly symbolizes change, particularly in the realm of self-realization, mental and emotional maturity, and a deeper understanding of life. Its association with water further deepens this meaning, as the dragonfly's quick movement over water represents the desire to look beyond the surface and explore life's deeper implications.
In 2018, Brian Croft founded the Croft Bedding Company, which began manufacturing all the mattresses for his Joplimo Mattress stores. During the COVID-related stay-at-home orders in early 2020, Croft decided to convert all materials in his factory to American-made products and market these mattresses to other retailers. He renamed the Croft Bedding Company to his flagship brand, Foreverbed, closed Joplimo Mattress, and launched Croft American-Made Mattresses. Croft Mattress built upon the strengths of Joplimo Mattress with a renewed focus on American-made materials and quality.
While the name Joplimo Mattress may have been retired, the brand's legacy continues through Croft Mattress. The commitment to discerning quality sleep is at the core of Croft Mattress, evident in every product made. In the spirit of the dragonfly, Brian Croft embraces life with open eyes, positioning Croft Mattress with power and poise. The dragonfly serves as the ultimate symbol of change through self-realization. With the lessons learned over a decade at Joplimo Mattress, Brian Croft successfully expanded the business beyond local mattress stores, creating a lasting legacy with Foreverbed and Croft Mattress.
