Select Comfort Corp. will be getting a new corporate name, Sleep Number Corp., possibly in time for its headquarters move from Plymouth to Minneapolis this fall.
A representative of the company registered the name in January with the Minnesota Secretary of State's office.
"The company operates all of its stores and online experience under the Sleep Number brand and the consumer has high recognition of the proprietary Sleep Number bed," spokeswoman Maggie Habashy said. "This is a logical progression and will better represent our company and the sleep experience we offer customers."
No specific timing on the name change was given.
The company will adopt the name of the stores and website that it operates under its corporate name. The company website is SleepNumber.com.
Any incremental costs associated with corporate signage and name change could be minimized if the adoption was made before or in conjunction with its pending move to a new headquarters building this fall.
The company is expected to move approximately 900 employees from Plymouth to a Minneapolis office building at 1001 3rd Ave. S. by the end of October. The company got building naming rights as part of its 15-year lease and will occupy three of the building's five floors.
The company has 550 Sleep Number stores in 49 states and employs more than 3,800. The company is in the midst of the phased rollout of the most important new bed in its history, the Sleep Number 360, which senses movement and automatically adjusts firmness.
Mollie Young, founding principal of Nametag International, a global nomenclature company, said it makes sense for the company to adopt Sleep Number as the company name. "Unifying messaging under a single brand is really smart for them, particularly in a very challenging retail environment," Young said.
Patrick Kennedy • 612-673-7926
