Though he doesn't wear an actual crown, Bruce Wiener has earned the title of Bed King thanks to his family's long-standing business and his in-depth knowledge of what makes a high-quality mattress. Still, he rules with a fair hand. At his store, he and his staff share the three things customers need to know when buying a mattress: how it feels, how it's built inside, and what their budget is. They advise customers to test out each mattress by lounging on it for 15 minutes, examining its comfort, support structure, and willingness to share bedtime stories. They also arm customers with know-how on the latest technologies, demystifying industry jargon by explaining, for example, that coil systems impart equal weight distribution over the surface of the bed.