1354 Humboldt Ave, Chico     M-F 9-5 Sat 10-4     (530) 342-2510

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Our Mission

Welcome to Square Deal Mattress Factory! For over 100 years we’ve combined modern technology with experience and tradition to ensure every customer has a comfortable night’s sleep. Ennis V. Rife established this company in 1920 with a cotton picker, an old Singer sewing machine, and strong values that he would pass down through four generations of family ownership. These values get built into each mattress right here in our Chico factory. Most importantly the customer comes first, making us uniquely capable of building a mattress to suit your personal needs.

Our History

Ennis Rife and his family traveled from Rocky Ford, Colorado to California to reap the riches of our Golden State. He went to work for Chico Mattress Factory when he was sixteen years old. He gained valuable knowledge inspiring him to start his own company. He wanted to give his customers the highest quality products at a fair price. Hence, the name Square Deal.
Ennis started delivering his mattress products via horse drawn buck board. He married Leotta Bigham in 1926. The business prospered through the hard times – including the Great Depression. Ennis built a butcher shop for his parents to work at next to his mattress business on Humboldt Road. One of the biggest challenges was during WWII as everything went into the war effort and it became hard to find the materials needed to create the new innerspring mattress. Gasoline was rationed making deliveries difficult.
After WWII, the business took off and Ennis opened multiple store fronts over the many years selling appliances, furniture, bedding and more. They opened an additional mattress factory in Oroville and another upholstery shop in Paradise during the 1950s and 1960s.
Ennis and Leotta Rife worked side by side for over sixty years. They faced many challenges during that time and saw many new advances in technology. They taught their family and employees the tried and true traditional methods of quality workmanship.
In 1970, Richard Lash came to work for his Grandparents as he attended college at Chico State. In 1982, Ennis retired giving the business to his daughter, Lois Lash and grandson, Richard Lash. Upgrades were made to the factory including new sewing machines, foam saws, and a quilter. Any manufacturer can buy this equipment, but it’s the design of the mattress itself that creates firmness consistency, breathability and durability that sets Square Deal Mattress Factory apart. We engineer our mattresses to provide you a great night’s sleep, using proven craftsmanship, new sleep innovations and quality USA materials.

In 2013, great granddaughters, Jamie Anderson and Jessica Lash became Dreamologists contributing to the family’s legacy and traditions in the belief that building a higher quality mattress means a higher quality sleep for you and your family – and a higher quality sleep equals a higher quality of life. We believe in our quality backing each mattress with the Square Deal Lifetime Comfort Guarantee.

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