Who’s Sleeping With Long’s?

We know it’s impolite to brag, so we’ll let these fine journalists do it for us:




 





 

Bedding/pillows

Tell your futon to kiss your done-with-dorm-life ass good-bye and get a grown-up bed. Behemoths Sleepy’s and 1-800-Mattress aren’t as cheap as Long’s Bedding (121 W 72nd St between Columbus and Amsterdam Aves, 212-873-1752)—and they don’t give you the customer service of this venerable family-run store. At Long’s you can get a complete full-size bed (mattress, box spring andframe) for $470. Add about a hundred more for tax and delivery.

 


 

 


What Departures says about Long's Bedding

Mattresses – The look and construction of the high-end mattress market has changed dramatically as consumers have increasingly subscribed to the belief that a good mattress promotes good health. Five years ago mattresses rarely cost more than $1,000; today prices from $2,000 to $7,000 are routine…

High-end mattresses and coils – Describing the luxury mattress custom made for his shop by Aireloom, Bob Long, the owner of Long’s Bedding & Interiors in Manhattan, says: “Coils are placed in a clockwise and counterclockwise formation so they counterspring against each other. When you press down on one coil, nothing else moves. High end mattresses with more coils use much thinner wire, while those with fewer coils use a heavier gauge. Yes, coils are important. But don’t worry about coil count alone. You have to look at the whole package.”

Long’s Bedding & Interiors

121 W. 72nd St.

near Broadway

212-873-1752

www.longsbedding.com

Whether you need a replacement Mattress for a sleeper sofa, an odd-sized one for an antique frame, or an L-shaped style for your private jet, you can get it from this 90-year-old family business. Full-size mattress sets are from $260 to $2,400.

 


 

 


What Furniture Today said about Long's beddingFamily-run Long’s finds success, fame in NYCBy David Perry — Furniture Today, 3/27/2006In this story:’Trust is the brand’Selling celebrities 

 

 

New York— Bedding purveyor to the rich and famous.That’s one way of describing Long’s Bedding & Interiors, which has sold mattresses to literally hundreds of celebrities over the years. But there are others.  Such as: Historic New York City bedding retailer. That’s appropriate for the longest continuously operating bedding showroom in Manhattan, which is as tough a retail market as you will find anywhere in the world.

Or you could use this label: A family-owned business that has survived some challenging times. Long’s is currently in its fourth generation, exalted territory for any family business.

Finally, you could call Long’s The Accidental Bedding Retailer. Harry Long, the son of company founder Max Long, didn’t plan to get into the retail bedding business. But the stock market crash changed his mind.

Long’s, which has been located on West 72nd St. for more than 42 years, has been a bedding landmark in Manhattan for decades.

‘Trust is the brand’

“People come to Long’s Bedding not to buy an ‘S’ brand, but to buy our integrity,” said Bob Long, Harry Long’s son, who is president of the company these days. “I hear that all the time. Consumers trust Long’s. Long’s is the brand.”

That’s not to say that Long’s doesn’t have some strong bedding brands in its stable, an appropriate term for the company. (More on that later.) The lineup includes an S brand — Simmons — with which Long’s has a (pardon the pun) long history. The retailer also carries bedding by Aireloom, Therapedic and Englander.

It also has its own bedding line, Long’s Landmark, designed by the Long family. And the newest brand is Relyon, a British brand established in 1858. Long’s is the first and only U.S. dealer for that brand, which it says is “synonymous with the very highest standards of product design and manufacturing.” Long’s is interested in talking with other retailers who might want to carry that brand.

But back to the “stable” part of the equation.

Max Long, the founding father of this business, started it all in 1911 when he opened a mattress factory, building new mattresses and reconditioning old ones. He used horsehair and cotton, bedding staples of the day.

Today, Long’s still has a horsehair mattress in the store, but it is an oddity these days. The business has changed tremendously over the years, but the Long family is still steering the ship.

Bob Long didn’t plan to enter the family business. His goal was to become a dentist, but when that didn’t look too promising he joined the business. He started on the delivery truck, earned his father’s trust, and ended up waiting on customers.

Judie, Bob’s wife, joined the business as a bookkeeper, but “grew tired of the books and numbers,” according to a history of the business. She “dropped her pencil, slammed the ledger closed and declared herself a salesperson,” a job she still holds.

Their daughter, Terri, worked in the photography business for a while (her mother is a talented photographer), but decided to join the business, too.

Selling celebrities

Given its location on the Upper West Side of Manhattan, as New Yorkers like to call it, Long’s is in the middle of a good neighborhood. And, since New York is a magnet for celebrities of all types, Long’s has found itself with a healthy roster of celebrity customers.

John Lennon, Mick Jagger and former president John Kennedy all shopped at Long’s. When Bob Long took stock of all of Long’s famous customers, he came up with almost 400 names.

He’s got some interesting bedtime tales to tell.

Legendary Rolling Stones rocker Mick Jagger had a special request for Long’s: He wanted a wall-to-wall bed that would cover his entire bedroom floor. Exactly what he wanted to do with a bed of that size he didn’t say. Long was smart enough not to ask, but he had the bed manufactured to Jagger’s exacting specifications.

One of Long’s favorite stories deals with financier and Revlon Chairman Ron Perelman, who, at last count, had 10 homes around the world. Perelman, being a firm leader, wanted custom-made, extra-firm mattresses at each of his homes. But — and this was the catch — he also wanted one in his Los Angeles hotel room right away.

Long found a trucker to drive the mattress to the hotel — thus pleasing the picky Perelman.

Long’s has found favor with celebrities by working closely with interior designers throughout the city, many of which have celebrity clients. But Long and his staff also work directly with some of the celebrities themselves — helping their company develop a reputation for exceptional service.

The list of satisfied celebrity clients includes Jerry Seinfeld, Steve Martin, Carly Simon, Matt Lauer, Connie Chung and Diane Sawyer.

Retail Giants of Bedding: Why they stand out

  • Company has almost a century of service in the toughest retail market in the country.
  • While some bedding retailers come and go, Long’s has had a lifetime commitment to the bedding industry.
  • The family-owned business has become a brand and a landmark in New York City. 

 


 

Good in Bed: A Landmark Shop Sells the Best

by Tamara Moscowitz

A good mattress can last anywhere from ten to fifteen years or more and provide many nights of heavenly sleep. At prices ranging from $200 to $15,000 for a full mattress— depending on materials, craftsmanship, the construction process and tailoring—we’re talking about a major investment. So before buying a mattress, do your homework and give careful thought to quality, function, and durability.

Long’s Bedding and Interiors, a venerable institution and high-end bedding landmark, is one of the best places in New York City to start. A family-run enterprise, Bob Long and other family members offer customers expert advice on mattresses, box springs, sofa beds, daybeds, adjustable electric beds, and so on.

Here are a few basics to think about and questions to ask when you begin your search:

1. What is your comfort level? Hard, soft, in between? Lie on different beds at different prices to gauge your comfort level. Some mattresses have pillow tops that cushion the sturdier mattress underneath. Most experts believe a too-hard mattress doesn’t have enough “give,” thus will be hard on your back, while anything too soft won’t have enough support. What you need to look for is a mattress that is firm and will contour to the curve of your body. Like Goldilocks discovered, you need one that’s “just right.”

2. What makes one bed more costly than another? Find out about materials. Polyurethane can make you sweat during the night, not exactly what you want. In general, natural products, like cotton, are better. Also check on how the innerspring units are made. You want coils that are thick to last longer and resilient to return to their original shape.

3. Check on the store’s return policy. Some will not allow a mattress to be returned once it’s in your home. (Many have become very strict about this return policy because of the bedbug epidemic). If there is a manufacturing defect, then you may have a claim.

4. Ask about model names. For example: A California manufacturer like Aireloom makes many different styles, each with a different name, Natural Cotton and Natural Bamboo, are two. So asking for an Aireloom mattress may not give the salesperson enough information. Having these styles names is critical if you expect to shop around.

5. Warranty. If you buy a high quality mattress, your warranty can be expected to last anywhere from ten to twenty years. That doesn’t mean, however, that any problem you encounter with your mattress will guarantee you a replacement. In general, warranties cover design defects, like a seam that doesn’t hold. You would have to prove to the manufacturer that the problem was caused by its workmanship, not something you did. Buying from a reputable retailer is always a plus.

A word about bedbugs. To protect your mattress buy an Allerrzip mattress encasement manufactured by Protect-A-Bed. It’s your best insurance against mites and allergies.

Check out Long’s terrific website www.LongsBedding.com for comprehensive information. Also, keep in mind that Long’s customizes mattresses to a customer’s specifications. Just ask rocker Mick Jagger who ordered a wall-to-wall bed to the exact measurements of his bedroom. An easy task for Long’s to achieve.

Long’s Bedding & Interiors

121 West 72 Street

212-873-1752

email: LongsBeds@aol.com

Posted on “A Woman About Town” on September 6, 2009, by Tamara Moscowitz