Don’t ‘sleep’ on Corsicana Mattress.

The North Texas-headquartered mattress maker is poised for a period of strategic growth and research and development with the opening of its first-ever Innovation Center. The 8,400-square-foot facility—located at Corsicana’s new offices in a Dallas—intends to be a hub for product development and a site for testing new components of mattresses.

The space is built on collaboration, featuring various elements for departmental cross-pollination, like an open-concept floor plan and a working laboratory for quality control testing. Corsicana’s CEO, Michael Thompson, said it will enable the company to continue delivering products that “provide a good night’s sleep at a great value.”

“A key element of our growth plan is a research and innovation effort that is unsurpassed by anyone competing at price points below $1,000, and this new facility is the heart of that effort,” Thompson said in a statement. “Our mantra to innovate our segment of the bedding category is a commitment to our retail partners and to consumers of our products.”

The growth plan is in coordination with Corsicana’s four new branded bedding lines (a fifth is in the works) unveiled this year, according to Furniture Today.

The publication reports Thompson, who was appointed a year ago, assembled a team to reinvigorate the nearly 50-year-old company through rebranding and new products. Corsicana has long been known as “a supplier of private label products for retailers looking to carry a house brand,” so the move introduces a “new” company to the industry.

“Strategic alliances are becoming more and more important in this business, and we value working hand-in-hand with our retail partners to give them a competitive advantage,” Thompson said. “Our new Innovation Center allows us to take that collaboration to a new level.”

The company was founded in 1971 in Corsicana, and calls itself one of the mattress industry’s largest manufacturers. Products range from sleep technology to promotional items to e-commerce lines, all made in 10 factories Corsicana operates across the U.S.

Thompson told Furniture Today that Corsicana will remain a leader in bedding’s opening price points, but he sees the potential for company growth in new brand releases that have price points below $1,000. He also said all of Corsicana’s lines are backed by marketing programs and are designed to meet consumer needs, which represent this “bold new direction” the company is taking.

In addition to the Innovation Center, during his short time as CEO, Thompson’s also built a new leadership team, implemented a consumer-centric culture, and led the shift in focus.

“We have so much work to do because there is so much opportunity here,” Thompson told Furniture Today. “If you don’t see us becoming a $1 billion company, this job is probably not for you.”