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Hill Country Mattress Opens in Startzville

Hill Country Mattress Company owners Dale and Kristen Adams invite the community to register to win a free queen-size mattress and box springs at their Startzville store's grand opening on Saturday.

Woodlands resident Dale Adams spent 31 years working in retail for J.C. Penney and the last seven and one-half years of his career at Ashley Furniture’s corporate headquarters in New Braunfels.

He decided to put his 20 years of experience as a buyer to work at something a bit closer to home, and recently opened Hill Coutry Mattress Company, 8410 FM 2673 in Startzville/Canyon Lake.

The store’s co-owner is Mountain Valley Middle School Science teacher Kristen Adams, his wife.

A grand opening is scheduled from 10 a.m. to 6 p.m. this Saturday. Adams is giving away a queen-size mattress and box springs. To register for the drawing, stop by Hill Country Mattress Company before 6 p.m.

All mattresses sold in the store are Texas-made.

“I finally decided to try something on my own,” Adams said of his new venture. “It was time for a change. I decided to take risks, move on, and try to see what can be done for a small community. My whole goal is to bring a great product at fair prices. Our inventory is low. Our overhead is low.”

Financing is available.

Canyon Lake customers won’t be paying extra to finance millions of advertising dollars that national brands like Sealy Posturpedic or Serta mattresses rely on to entice customers into chain stores.

Adams said he buys his mattresses direct from Sleep Designs in Houston. The company manufactures thousands of mattresses there each week using the same manufacturing components as national brands.

“What’s inside our mattress is the same as what’s in a national brand,” he said. “We’re able to offer more competitive pricing.”

Most consumers purchasing a mattress will flop down for a few minutes before pronouncing them soft, hard or comfortable.

Adams said the way to decide upon a mattress in his store is to “really lay down on it.”

“I want you to lay down on it the way you wake up in the morning,” he said. “Lay down on it as long as you can to get an idea. If you tell me it’s firm, I know where to start. I can help with qualifying questions.”

For more information, call 830-899-2122.




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  1. Glenda chandler January 6, 2020

    Congratulations on your new business!! Great people!!

  2. Harrel T. Scott December 18, 2019

    I wish you the best of luck and pray for your success.


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