Category: 100 Anniversary

A strong woman looks a challenge dead in the eye and gives it a wink.”- Gina Carey

On top of some pretty impressive accolades—100 years in business, family-run since day one, and headquarters in the same location for over a century—Square Deal Mattress Factory is also a women-owned business. Sisters Jess and Jamie are the current owners after several family generational owners before them. Together, they’re championing the idea of women in leadership with compassion, expertise, and an eye for the future.

This month, we sat down with our boss babes to get their thoughts on all things women-owned business. Enjoy!

SD: Business is in your blood! Have you always been interested in carrying on the family legacy?

Jamie: We really feel it’s a big accomplishment to be a family-owned business for FOUR (our kids make five) generations. The trade has been passed down from the founder, our great-grandfather Ennis, to his daughter (our grandmother Lois), then onto our father Richard, and finally us. It’s truly a special business and one we’ve been excited to join since we were young.

SD: You’re in an interesting position as co-owners and sisters. What’s that experience like?

Jess: We’re like Irish twins! At only 13 months apart, we’ve always been extremely close and —

Jamie: —basically finish each others’ sentences!

Jess: Ha, exactly. We’re fortunate to usually know what the other is feeling and how she’d approach a situation. Not to say that we don’t push each other’s buttons from time to time, but we definitely enjoy working together.

Jamie: We’re also really careful to stay in our lanes and ensure everybody shines where they’re most talented and skilled.

SD: Sounds like smart operating practices.  Can you share a bit more on some of our other priorities in leading a women-owned business? 

Jess: ”Be the change you want to see in the world” has really become a mantra for us. The mattress industry has traditionally been more of a male-dominated space, so we’re intentionally about respectfully chipping away at the status quo. Women in general have come so far in the last 60 years, and we’re both proud and humbled to be a part of the tribe of women-owned businesses.

Jamie: As part of challenging the status quo, we also believe our households are a partnership. As hard-working moms, we value the ability to have a flexible schedule and to support our families and our employees when they need to spend time with their children.

SD: What qualities have you honed over the years to be able to lead a company with these kinds of values?

Jess: I think it goes back to that mantra—we really want to see other women succeed in owning businesses, and we hope we can inspire them to feel confident in their own right. They don’t need to be anybody’s sidekick. Hard work, empathy, and honesty have always been at the heart of how we work with our employees, customers, vendors, and partners.

SD: 2020 has brought some unique challenges. What keeps you going during tough times (like COVID-19)?

Jess: Fortunately, we bring a century of quality and expert knowledge to the field, so we’re well-versed in adapting to change and diversifying the business. We’re much more than mattresses these days! Being 100 years in operations means you know because you’ve tried, failed and tried again in order to be successful.

Jamie: Since March, we’ve pivoted to increase wholesale business and move more of our products online. We’ve reworked some of our offerings and even collaborated with unique partners like bed-in-a-box companies. Most importantly, we’ve put significant time and resources into connecting more personally with our customers and their needs.

SD: Okay, last question. Any advice for other women out there interested in starting their own business?

Jess: Look for a mentor with experience and trustworthiness. Our dad, the previous owner, is still much involved in the company and is often a sounding board for us.

Jamie: I’d also say focus on honesty. It’s the best thing to do in business.

Older than the Declaration of Independence, legendary soap and skincare company Caswell-Massey turned 268 this year. Coca-Cola was incorporated 128 years ago. The Walt Disney company hits the centennial mark in 2023. These iconic big businesses are still going strong after 10 decades or more, despite multiple economic downturns.

But how does a small business like Square Deal Mattress Factory weather the same financial storms?

Answer: We’re scrappy.  This year, we celebrate 100 years in business thanks to a few key business practices even the larger companies could follow during uncertain times. We hope you find them helpful in navigating  your own choppy waters.

The Great Depression

Practice #1: Get resourceful: find new ways to reuse existing products instead of buying new.

In 1932, the world was three years into the Great Depression. Millions were unemployed, and thousands of businesses were shutting their doors forever. But our great-grandfather Ennis Rife wasn’t ready to give up. In those days, mattresses were hand-stitched and buttoned, and most people bought mattresses for life. Ennis and his family kept things afloat by repurposing fluffing and ticking materials to stuff the mattresses. When buttons were in short supply, they traded candy for any spare buttons neighborhood kids brought in.

Survival Tip: Look for ways to repurpose existing resources. Get creative and don’t shy away from tried-and-true methods.

2008 Recession

Practice #2: Hibernate: find ways to reduce expenses when income goes down.

In 2008, the world suffered a massive financial and economic downturn, often called the Great Recession. When the housing market crashed, unemployment went up, savings evaporated, and people stopped spending wherever possible—especially on retail. Square Deal hunkered down to ride out the storm. By consolidating deliveries, personnel, and samples, we pinched enough pennies to keep lights on until the crisis passed.

Survival Tip: Think long-term. Recessions will end: what can you do to ride it out until the end? Evaluate where you can cut costs and reduce or consolidate spending.

COVID-19 Pandemic

Practice #3: Get innovative: find new opportunities to deliver the same great product

There are no strangers to the 2020 pandemic, with small businesses hit the hardest. Since March, we’ve pivoted to increase wholesale business and move more of our products online. Most importantly, we’ve put significant time and resources into connecting with you—our customers.

Survival Tip: Innovate around your why. Meet your customer where they are at. What’s at the heart of your business? Get back to your roots and figure out how you can innovate while remaining true to your product or service.

The world has been through a lot in the last 100 years, 100 months, 100 days—But with a little gumption, a lot of integrity, and a bucketload of creativity, it’s possible to make it. We have no doubt you’ll thrive through whatever comes your way!

Owner Jessica Lash Interviewed on KPAY News

In the news! Jessica Lash, one of Square Deal Mattress Factory’s fourth-generation owners, spoke with KPAY radio host Scott Michaels on The Morning News segment Thursday, May 21, 2020. KPAY News-Talk 93.9 FM is a Northern-California radio station based out of Chico, California and transmitted across Butte, Tehama, Glenn, and Colusa counties in Northern California.

Lash’s great-grandfather, Ennis Rife, founded Square Deal Mattress Factory in 1920 at the same 1354 Humboldt Avenue address the company stands now, making it one of Chico’s oldest family-owned businesses. This year, despite the COVID-19 restrictions Square Deal enthusiastically celebrates and supports 100 years of serving the community with a good night’s sleep.

In the interview, Lash shared more about how the company has pivoted to provide masks and face-shield foam during the pandemic, all while supporting staff and business through PPP loans and safety precautions. “My employees, they’re my number one,” Lash commented. “Secondarily, my customers. We’ve got to take care of them.”

Meanwhile, Square Deal continues to create custom-made mattresses as they have for the past century. “We are fully open except for Saturday,” she said. Current hours are Monday-Friday from 8 a.m. to 5:30 p.m., with plans to reopen Saturday hours and other more personalized delivery services in June.

“100 years says a lot about a company not just being able to survive but to thrive,” Michaels observed.

What do flapper dresses, women’s right to vote, and commercialized radio have in common with SquareDeal Mattress Factory?

They were all born in 1920!

While 2020 is off to quite an unexpected start, we are so excited to celebrate this year marking 100 years in business. For ten decades, SquareDeal Mattress Factory has been serving the Chico community and surrounding areas with the highest quality mattresses and honest prices.

We are proud to have made history alongside a century of change and innovation, creating custom mattresses for our loyal customers throughout WWII, rock ‘n’ roll, the invention of the television, the Beatles, first steps on the moon, 9/11, and the CampFire.

Through it all, we’ve stood strong in our roots on Humboldt Avenue, a four-generations-long family business continuing to support our community with lifetimes of comfort and the ultimate sleep experience.

We’d say that’s cause to celebrate! Normally, we’d be throwing a party and inviting you all in to join the merriment, but we’d like you all to stay safe until the COVID-19 crisis has passed. Instead, feel free to throw us some e-confetti and pop a little bubbly while we celebrate together, e-commerce style!

For the rest of the year, we’ll be holding drawings monthly for some amazing prizes (like a $500 shopping spree!) as well as a Complete Bedroom Makeover!

Help us celebrate a century of local, handcrafted mattresses with our Complete Bedroom Makeover Sweepstakes!