How Long's made peace with Simmons

New York— When bedding retailer M. Long Bedding ran afoul of a manufacturer's fair-trade policy back in 1936, it lost the line. But Harry Long got the line back by paying an unusual penalty: He had to eat crow in a speech to management.

This fascinating story, which sheds light on

That history of the well-known bedding retailer here was written by fourth-generation family member Terri Long last year to celebrate her father Bob's 40th year in the business. (He's now up to 41 years.)

Here's the story:

M. Long Bedding, which would later become the business known today as Long's Bedding & Interiors, got its start as a reconditioner of horsehair mattresses. Then it opened a store to serve the growing market for new bedding. In 1936, it ran into trouble with one of its manufacturers.

"While it was still quite popular to have one's mattress reconditioned, a brand new Simmons mattress was becoming a hot commodity in the public market place," according to Terri's history. "Although Harry was happy to carry what at that time was an exclusive line, he had issues with their imposed 'fair-trade' policy. Unfortunately, Harry got caught trans-shipping and selling Simmons mattresses for a lower price than they deemed acceptable, and consequently lost the rights to sell Simmons mattresses."

Making amends

"The clever businessman that he was, Harry felt that carrying the Simmons line was better for business than a bruised ego and thus called the powers that be to discuss a reconciliation," the history continues. "Harry was informed that if he wanted the line back, he must give a lengthy speech to the Simmons management as to why a dealer shouldn't transship or cut prices.

"Much to his chagrin, Harry delivered the speech and Simmons made its return to the M. Long Bedding showroom floor ... for the time being," the history concludes.

Long's remains in Simmons' good graces. That producer is one of four national brands on the floor at Long's.