Inspiring Conversations with Joe Santoro of The Bed Post

Today we’d like to introduce you to Joe Santoro.

Hi Joe, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I’m Joe Santoro, owner of The Bed Post, a family-owned mattress and furniture store in Long Beach’s Zaferia District. My wife, Heather, and I were married in 2019, and we live in the South Bay with our two young kids, Charles and Penelope. I love being involved with Charles’s sports—practices, weekend games, the whole thing—and that family focus shapes how I run the business. I opened the store because people deserve an alternative to big-box chains: honest guidance, fair pricing, and personal service without gimmicks.

Competing with the big box chains isn’t easy. They have million-dollar ad budgets and massive showrooms; I’ve built this business one customer at a time through word of mouth, community events, and face-to-face relationships. It works—today The Bed Post has hundreds of five-star Google and Yelp reviews, proof that a small shop can stand toe-to-toe with the big box chains.

What sets us apart is the experience. In chain stores, shoppers can feel like just another transaction. At The Bed Post, customers are treated like neighbors. I take the time to answer questions, work within real budgets, and make sure people leave confident in their purchase.

Community programs, mentorships, and local business networks—like Level Up Long Beach—have helped us grow and stay competitive. We may not have national ads or huge square footage, but our reviews, referrals, and repeat customers say we more than measure up.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road. Competing with big-box retailers is a daily challenge — they have massive marketing budgets, national name recognition, and the ability to run promotions that a small store like mine can’t always match. Early on, it was tough just to get people to notice us. I had to rely on word of mouth, grassroots marketing, and showing up consistently in the community to earn trust.

Another struggle has been adapting to changes in how people shop. The shift toward online shopping meant I needed to invest in digital tools, social media, and a website that could handle a huge catalog, all while keeping my in-store experience personal and hands-on. Balancing those two worlds — the convenience customers expect online and the service they value in person — has been a constant learning curve.

There have also been the typical small business struggles: managing cash flow, keeping up with rising costs, and wearing multiple hats every day — from sales and marketing to bookkeeping and deliveries. But those challenges have also pushed me to be resourceful, build strong local networks, and leaning on community programs that support independent businesses.

At the end of the day, the road hasn’t been smooth, but every bump has shaped The Bed Post into a stronger, more resilient business.

Appreciate you sharing that. What should we know about The Bed Post?
The Bed Post is a neighborhood mattress and furniture store in Long Beach’s Zaferia District. We specialize in helping people find the right mattress and furniture without the high-pressure sales tactics or gimmicks that many shoppers expect from big-box chains. Our focus is on personal service, competitive pricing, and making the buying process simple and stress-free.

We’re best known for our mattresses — everything from affordable house lines to top national brands — but we also carry a wide range of bedroom, living room, and dining furniture. What really sets us apart is the way we take care of customers. Instead of pushing whatever’s on promotion, we listen, ask the right questions, and guide people to the product that truly fits their needs and budget. That approach has earned us hundreds of five-star reviews on Google and Yelp, something we’re extremely proud of as a small, independent shop.

Brand-wise, we’re about community and trust. Our tagline, “Experts in the Bedroom,” reflects both our product knowledge and the personal touch we bring to every interaction. When people shop here, they know they’re supporting a local business that’s invested in Long Beach, not just a national chain.

What I want readers to know is simple: if you’re in the market for a mattress or furniture, you don’t have to sacrifice service or value to shop local. The Bed Post offers the same quality you’d find at a big store — often at a better price — with the kind of neighborly service you won’t find anywhere else.

What were you like growing up?
Growing up I was always into athletics — I played football, baseball, and ran track in high school, and once I moved to the South Bay I really got into beach volleyball. Sports taught me discipline, teamwork, and how to compete, all of which carried over into running a small business.

I’ve always had an outgoing personality, which probably explains why sales comes naturally to me. I enjoy meeting people, striking up conversations, and making folks feel comfortable — whether it’s on the field or in my store. More than anything, I’ve built my reputation on being honest, reliable, and keeping my word. Those values started when I was young and they’ve shaped how I approach business and life today.

Pricing:

• Transparent, no-gimmick pricing with Good–Better–Best tiers—from value essentials to premium luxury.
• mid rangeValue paths: everyday fair prices, closeouts, and money-saving bundles (mattress + base + protectors/pillows).
• Premium paths: curated luxury lines, cooling/latex upgrades, adjustable bases, and optional white-glove setup.
• Flexible financing (up to 48 months on approved credit); we work within real budgets and often meet comparable quotes.

Contact Info:

• Website: https://www.LAbedpost.com
• Instagram: LA_bedpost
• Facebook: The Bed Post

Image Credits
My wife Heather Santoro, Son Charles Santoro, and daughter Penelope Santoro