Ashwin Lewis
Larry Miller, the President and CEO of Sit 'n Sleep, is a well-known figure in Southern California for his humorous and catchy advertisements. Miller grew up in Southern California and had various jobs before starting Sit 'n Sleep with his father in 1980. Initially selling futons and sofa beds, Miller soon expanded into the mattress market, and by the early 1990s, Sit 'n Sleep was experiencing a burst of popularity due to successful advertising campaigns. Miller became known for his catchphrases, such as “You're killing me, Larry!” and Sit 'n Sleep will beat anyone's advertised price or your mattress is freeee!. However, in the late 2000s, Sit 'n Sleep faced a significant revenue loss, and in 2017, the company was sued in a class-action lawsuit alleging misleading advertising. Despite these challenges, Miller has continued to embrace innovation and focus on providing unique experiences for customers, solidifying his place in the mattress industry.
| Characteristics | Values |
|---|---|
| Full Name | Larry Miller |
| Company | Sit 'n Sleep |
| Position | President and CEO |
| Company Type | American mattress store chain |
| Company Headquarters | Gardena, California |
| Company Revenue | $100 million in annual sales |
| Number of Employees | 240 |
| Number of Stores | 28 |
| Company Catchphrases | "You're killing me, Larry", "Sit 'n Sleep will beat anyone's advertised price or your mattress is freeee!" |
| Company Founders | Larry Miller and his father |
| Year of Company Founding | 1980 |
| Initial Company Investment | $20,000 ($10,000 from Larry's aunt and $10,000 from a bank loan taken by Larry's father) |
| Initial Company Focus | Selling futons, day beds, and sofa beds |
| Company Expansion | Started selling mattresses in year 4 or 5 of operation |
| Company Advertising Strategy | Leveraged radio and TV ads, including spots on The Howard Stern Show |
| Company Partnerships | Wingman, an advertising agency founded by Steve Dubane and Rich |
| Company Innovations | Introduced Body Diagnostic and Bed Match system for mattress selection |
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What You'll Learn
- Larry Miller is the President and CEO of Sit 'n Sleep
- Miller's father helped start the business in 1980
- Miller's famous catchphrases include You're killing me, Larry and Or your mattress is FREEEEEE
- Miller's ads often feature his imaginary accountant Irwin
- Sit 'n Sleep has 33 stores in Southern California
Larry Miller is the President and CEO of Sit 'n Sleep
Miller is best known for starring in numerous TV and radio ads over the years, some of which feature his imaginary accountant Irwin, a thrifty fellow who bemoans low-price promotions and shouts, "You're killing me, Larry!". The company first experienced a burst of popularity in the early 1990s when it placed ads on The Howard Stern Show and on television, doubling its profits. Miller bought his father out of the business in 1996, and the company has since expanded to 28 stores and an annual revenue of $100 million.
Miller has always been interested in experimenting with new ideas and improving the sleep experience for his customers. He believes that consumers are increasingly aware of the importance of sleep for their health and, as such, mattresses are becoming more important to them. Sit 'n Sleep has tried to enhance the mattress selection process with its Body Diagnostic and Bed Match system, giving consumers a unique experience with its technology.
Sit 'n Sleep has not been without its controversies, however. The company was sued in 2017 in a class-action lawsuit alleging that the "mattress is free" advertisement is misleading because no other companies sell the same products. The lawsuit also claimed that the mattresses are 9% smaller than the industry standard.
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Miller's father helped start the business in 1980
Larry Miller, the President and CEO of Sit 'n Sleep, started the business with his father in 1980. The original name of the company was Rivera Convertible Sofas, and it was designed to sell futons, day beds, and sofa beds. Miller put in $10,000 that he borrowed from an aunt, and his father contributed $10,000 borrowed from a bank. The company sold no mattresses at the time, focusing on futons and other convertible sofa options. Miller had experienced sleeping on futons during his time in Japan in the early 1970s and believed that these products would be a successful import to the American market.
The first year of business proved successful, with the company generating $200,000 in volume, and Miller earning $9,000 for the year. However, Miller and his father struggled in the business for several years. Eventually, Miller bought his father out of the company and expanded to a second and third store. He also transitioned to selling mattresses, recognizing that futons were a passing trend. Miller understood the importance of marketing and advertising, and in 1991, Sit 'n Sleep began advertising on Howard Stern's radio show. This was followed by a move to television advertising in 1993, which significantly increased the company's business.
Sit 'n Sleep experienced a burst of popularity in the early 1990s, doubling its profits through effective advertising campaigns. Miller himself starred in numerous TV and radio ads, some featuring his imaginary accountant, Irwin. The company differentiated itself by offering every major mattress brand sold in America, providing consumers with a wide range of options. Miller also embraced experimentation and innovation, recognizing the importance of sleep for overall health. He introduced new technologies, such as the Body Diagnostic and Bed Match system, to enhance the mattress selection process and provide a unique experience for customers.
Sit 'n Sleep continued to expand, and by 2014, the company generated $113 million in revenue. The business experienced fluctuations, with a significant revenue loss in the late 2000s due to a decline in the mattress industry. However, Miller's persistence, adaptability, and focus on marketing and innovation contributed to the company's overall success and longevity.
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Miller's famous catchphrases include You're killing me, Larry and Or your mattress is FREEEEEE
Larry Miller, the President and CEO of Sit 'n Sleep, is known for his famous catchphrases, including "You're killing me, Larry" and "Or your mattress is FREEEEEE!". These catchphrases, featured in the company's commercials, played a significant role in the success and popularity of the mattress store chain.
The origin of the phrase "You're killing me, Larry" can be traced back to a recording session for an early 1990s ad campaign. During the recording, Miller's advertising manager laughed at one of Miller's jokes and exclaimed, "You're killing me, Larry!". The phrase struck a chord, and it was later combined with the persona of Irwin, the company's accountant. Together, Miller and Irwin created a dynamic duo that captured the public's imagination.
The catchphrase "Or your mattress is FREEEEEE!" is equally memorable and impactful. It was a bold promise made by Miller, guaranteeing that Sit 'n Sleep would beat any competitor's advertised price or give away mattresses for free. This slogan not only grabbed attention but also assured customers of the best deals, solidifying their trust in the company.
Miller's catchphrases and advertising strategies were pivotal in the growth of Sit 'n Sleep. The company experienced a significant boost in business after placing ads on The Howard Stern Show and television in the early 1990s. Miller's creative approach to marketing, combined with his catchy catchphrases, helped Sit 'n Sleep expand from its humble beginnings to a thriving chain with multiple stores and substantial revenue.
Beyond his catchphrases, Miller's commitment to transparency and fairness in pricing set Sit 'n Sleep apart from its competitors. He actively discouraged the haggling commonly associated with mattress retailers, aiming to provide customers with a straightforward and honest shopping experience. This approach, coupled with innovative marketing and catchy slogans, contributed to the enduring success and recognition of the Sit 'n Sleep brand.
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Miller's ads often feature his imaginary accountant Irwin
Larry Miller, the co-founder of Sit 'n Sleep, is known for starring in numerous TV and radio ads for the company, some of which feature his imaginary accountant, Irwin. The character of Irwin is based on the company's actual accountant, Irwin Zigmond, who was a childhood friend of Miller's. Irwin is portrayed as a thrifty fellow who complains about low-price promotions, exclaiming, "You're killing me, Larry!". This catchphrase was inspired by a joke made by Miller's advertising man, Cary Sacks, during an ad recording session.
The inclusion of Irwin in the ads added a unique element to the marketing campaign and helped to set Sit 'n Sleep apart from its competitors. The dynamic between Larry and Irwin, described as a "psychodrama" by Sacks, has been a source of entertainment and intrigue for viewers. The ads often depict Irwin as a nervous and kvetchy character, providing a contrast to Larry's confident and playful demeanor.
The idea for Irwin's character came about when Miller was opening his second store and faced resistance from his accountant, who was concerned about the financial implications. Miller decided to incorporate this dynamic into the ads, adding a touch of humor and relatability. The ads showcase Larry's disregard for Irwin's worries, emphasizing his commitment to providing the best deals for his customers.
The ads featuring Larry and Irwin have been highly successful, contributing to the growth of Sit 'n Sleep. The company experienced a significant increase in popularity and revenue due to these ad campaigns. Miller's decision to include his childhood friend and the company's actual accountant in the ads created a sense of authenticity and charm that resonated with audiences. The familiar and playful dynamic between the two characters helped to build a strong brand association and loyalty among customers.
Through the years, the ads have evolved, placing Larry and Irwin in various situations, from counselling sessions to ridiculous scenarios that highlight their contrasting personalities. The ongoing development of their relationship in the ads has kept viewers engaged and invested in the brand. The success of the Irwin and Larry ads showcases the power of creative and relatable marketing strategies in building a successful business.
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Sit 'n Sleep has 33 stores in Southern California
Sit 'n Sleep is a mattress specialty retailer based in Gardena, California, with 32 superstore locations throughout Southern California. The company has been serving the region for over three decades and has become one of the largest mattress retailers in the United States, selling more mattresses per store than any other retailer in the country.
Sit 'n Sleep was founded in the early 1980s and experienced its first burst of popularity in the early 1990s when it placed ads on The Howard Stern Show and on television, doubling its profits. The company's success can be attributed to its memorable advertising campaigns, with founder and CEO Larry Miller starring in numerous TV and radio ads. Miller is famous for his catchphrases, including "Sit 'n Sleep will beat anyone's advertised price or your mattress is freeee!" and "You're killing me, Larry!".
Sit 'n Sleep's advertising has not always been without controversy. In 2017, the company was sued in a class-action lawsuit alleging that the "mattress is free" advertisement was misleading. However, Sit 'n Sleep's reputation for offering excellent customer service and a wide range of mattresses from 16 brands and 50 collections has ensured its continued success.
The company has a strong focus on helping customers find the right mattress for their needs, body type, and health, while also educating the public about the health benefits of a good night's sleep. With a large selection of mattresses, friendly and knowledgeable staff, and a commitment to delivering a great night's sleep to millions of Californians, Sit 'n Sleep has established itself as a trusted and well-loved brand in Southern California.
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Frequently asked questions
Larry Miller is the President and
Larry Miller is still the President and
Sit 'n Sleep is an American mattress store chain in Southern California, headquartered in Gardena, California.
