A San Antonio mattress store is closing its doors indefinitely after running a “Twin Tower sale” on the weekend of the 15th anniversary of the Sept. 11 terrorist attacks.
“Effective immediately, our Miracle Mattress store will be closed indefinitely. We will be silent through the 9/11 anniversary to avoid any further distractions from a day of recognition and remembrance for the victims and their families,” owner Mike Bonanno said in a statement Friday. “We take full responsibility for our actions and sincerely regret the hurt and pain caused by this disrespectful advertising campaign.”
Miracle Mattress started a marketing stunt earlier this week that featured two stacks of mattresses meant to look like the two World Trade Center towers, in an effort to commemorate 9/11. Texas residents and others around the country quickly got word of the ad and launched their own social media attack on the company, prompting a formal apology from a co-owner Thursday.
“We are not hate, we are love, we are somebody that stands out, we are Miracle Mattress, we make miracles happen. And for our lives to be in danger that is not what we ever wanted,” said Miracle Mattress co-owner Cherise Bonanno. “It was stupid, it was a stupid idea that we sent out and we apologize for our stupidity and we really hope that you forgive us for what we have done.”
That apology further upset the public, leading to Friday’s announcement the San Antonio store will be closed through the weekend and possibly longer.
Mike Bonanno said the video had not been approved by the company’s corporate office in Houston.
“I say this unequivocally, with sincere regret: the video is tasteless and an affront to the men and women who lost their lives on 9/11,” Mike Bonanno said Thursday.
The company will share next week how it is holding the responsible parties accountable for their actions. The company also offered to donate 30 percent of profits to the 9/11 Memorial Fund, but due to the store’s indefinite closure, it is not clear how it will handle that offer.
