In today’s franchise marketplace, differentiation comes not just from great products or market reach—but from values, purpose, and long-term vision. In a recent episode of Franchise Marketing Radio, produced by Franchise Now, the spotlight turned to Slumberland, a Midwest-based furniture brand that has successfully scaled its model across 12 states while staying rooted in its founding principles.

This blog explores the full context of that conversation—delving into how Slumberland’s franchise philosophy, philanthropic foundation, and AI-powered innovation create a compelling opportunity for values-aligned entrepreneurs.

From Family Business to Regional Powerhouse

Slumberland was founded in 1967 as a mattress specialty store and has since evolved into a full-line furniture retailer with over 120 locations, including both franchise and corporate stores. But what makes Slumberland’s story unique isn’t just growth—it’s the consistency of its values from day one.

CEO Kenny Larson, son of the original founder, and VP of Franchise Development Josh Priniski recently joined Franchise Marketing Radio to detail how the brand’s growth was never pursued at the expense of its mission. Instead, the company has leveraged franchising as a method of scale and service—empowering business owners to lead with community, culture, and care.

Slumberland’s commitment to values-driven growth has resulted in a reputation for both reliability and heart. Its long-term supplier relationships with brands like Lazy Boy and Sealy reflect a business model that values continuity and trust. Combined with a franchise network that spans key Midwest markets, Slumberland is a legacy brand that has never lost its focus on people.

Franchisee Fit: Why Alignment Matters

One of the most powerful takeaways from the conversation is how Slumberland approaches franchisee recruitment. Rather than prioritizing industry experience or access to capital alone, the team looks for people who align with the company’s purpose-driven values.

Franchisees are expected to not only operate their stores effectively but to lead within their communities. This means involvement in local outreach, philanthropy, and initiatives like the brand’s 40 Winks Foundation, which provides mattresses to children in need. The foundation receives 10% of annual profits, and 100% of public donations go directly toward beds—underscoring the company’s commitment to measurable impact.

Slumberland franchisees are more than operators—they’re community leaders. By building partnerships with local chambers, schools, and nonprofits, they reinforce the brand’s local relevance while also creating grassroots marketing opportunities.

Listen to the Full Episode

Technology That Supports, Not Replaces

While rooted in tradition, Slumberland is far from static. Over the past few years, the company has undergone a digital transformation, rebuilding its backend systems to support AI integration. This effort is not about replacing people—it’s about empowering franchisees with better tools.

New technologies being explored include:

• AI-powered internal assistants for real-time training support

• Predictive analytics for smarter inventory management

• Enhanced customer service tools that preserve the brand’s high-touch approach

These tools aim to reduce friction for store owners and elevate the customer experience. Whether answering a training question instantly through an AI assistant or using predictive modeling to prepare for seasonal inventory changes, the tech is designed to serve—not override—the franchise owner.

Leadership as Legacy

During the episode, Larson shared his journey of stepping into the CEO role and how he balances honoring his father’s legacy with pushing the company forward. Priniski added to this by highlighting how communication and trust-building across the franchise network are crucial to scale.

Their joint message is clear: leadership in franchising isn’t about control—it’s about clarity, vision, and shared ownership.

The brand fosters a culture of open feedback and strategic support. From national marketing to localized campaigns, every aspect of the franchisee journey is developed with both scalability and individuality in mind. Owners aren’t forced into a one-size-fits-all box—they’re given tools and guidance to customize their impact.

A System Built for Modern Franchisees

For prospective owners, Slumberland offers more than just a recognizable name. The franchise system includes comprehensive onboarding, real estate guidance, technology infrastructure, and hands-on support across every major operational function. What’s more, franchisees receive continuous training and education designed to help them grow as both business leaders and community figures.

With the introduction of smart systems and AI, the Slumberland team is also working on long-term strategies to reduce time spent on manual processes. This opens up capacity for owners to focus on relationship-building, customer engagement, and leadership development—all key factors in building a long-lasting business.

Why This Matters

At Franchise Now, we believe franchising at its best is about more than replication—it’s about amplification. The Slumberland model exemplifies what’s possible when a brand is willing to combine core values with next-gen tools, and empower its franchisees as true partners in the mission.

Franchise brands of the future must do more than sell units—they must develop ecosystems where franchisees are catalysts for community transformation. Slumberland is already doing this, and the results speak for themselves.

Whether you’re a prospective franchisee or a consultant helping others enter the space, Slumberland’s journey is a playbook worth studying.

To discover how Franchise Now is helping growth-ready brands scale with AI, purpose, and people-first platforms, visit FranchiseNow.ai.