40 Winks Foundation helps thousands of kids rise and shine

Think back to the last time you slept on the ground while camping, or had to crash on a couch. How did you feel the next morning? Were you ready to be your best?

Now imagine doing that every night.

Those are the questions often asked by the 40 Winks Foundation, a non-profit based in Oakdale dedicated to getting beds to kids who lack a good place to sleep. Established in 1991 as the charitable arm of the regional furniture retailer Slumberland, 40 Winks has given over 65,000 beds to children across the upper Midwest – and is continuing to grow and evolve to keep pace with the need.

“With mattresses being a key part of our business, we recognize the importance of sleep in peoples lives,” said Kenny Larson, CEO of Slumberland. His father Ken Larson, founder and former CEO of the business and of 40 Winks, is passionate about the role of sleep in supporting well-being. “The realization that we have kids in our community that are sleeping on a floor, and the impact that must have on their ability to function physically, mentally, emotionally, spiritually… it’s just so difficult.”

Engaging local networks to support local families

As Slumberland learned more about the need for beds for kids, they also realized that the foundation was not equipped to identify, evaluate and interact with every case of need. Instead, 40 Winks forged relationships with non-profits serving the communities where Slumberland has stores.

“We have over 125 stores, and all stores are able to participate,” said Lisa Olson, Program Director for 40 Winks. “We use the logistics of Slumberland to work with charity partners. They are the ones who determine the need and deliver the beds.”

Funds are raised through a few major events each year, plus donations from Slumberland employees and direct contributions from companies and the public. “There’s something a little bit more tangible about this for our employees,” Larson said. “Through a small deduction, at the end of the year they know that they gave at least one bed, maybe two to a family in need.”

To Olson, giving back has always been at the heart of what we do. Long before it became a trend, we were focused on making a real difference. It’s not just a program; it’s a reflection of who we are as an organization and the core values that drive us."

Evolving the program to match the need

What’s now known as 40 Winks grew out of a Slumberland holiday charity program called Homes for the Holidays, which has proved to be a yearly highlight for the company. Its reception highlighted a year-round need for beds.

“After several years of Homes for the Holidays, we would get calls – do we have to wait a whole year to get a bed?” said Olson.

40 Winks is also forging relationships with the Kids in Need Foundation, which works with educators to find children who need support. “We are working on a lot of different ways to find kids who need beds,” Olson said.

Finally, the bed has itself changed. As of 2025, 40 Winks changed from giving a boxspring and coil mattress to a bed-in-a-box foam mattress and foldable platform frame that can fit in a car – better meeting the needs of families in transition.

A long-term gift to support kids’ long term success

In 2024, the program gave away more than 2,500 beds, up from the hundreds given back in 1991, and the goal is to keep growing, Larson said. “Every time we move into a community, we want to have a positive impact,” he said. “Before we open, before we do one sale, we give away 40 beds.”

While 40 Winks doesn’t interact directly with recipients, Olson shared a letter that found its way back to her, which concluded: “The kids were so excited to have a brand new bed of their own. The smiles on their faces will forever stay with me. For those that have never been in a situation where they did not have a bed, they will never understand the joy and relief you provide.”