The Texas mattress store that tried to make light of Sept. 11 in a “Twin Tower sale” commercial will close indefinitely, its owner said Friday.
The spot for Miracle Mattress in San Antonio showed two stacks of mattresses, one with an American flag on top, falling down in a spoof of the attacks that killed nearly 3,000 people 15 years ago.
“We’ll never forget,” the store’s manager said in the ad.
The store’s owner, Mike Bonanno, apologized for the “tasteless” commercial Thursday. In a statement posted to the store’s front doors and its Facebook page Friday, he said that it will be shuttered at least through Sunday’s 9/11 anniversary.
“We take full responsibility for our actions and sincerely regret the hurt and pain caused by this disrespectful advertising campaign,” Bonanno said.
The ad for a “Twin Towers sale” at Miracle Mattress in San Antonio, Tex., provoked widespread criticism Thursday. The store’s owner announced the following day that the store is shuttered indefinitely.
“There is very little we can do to take away the hurt we have caused, but we can begin with silence through the Anniversary and then do our best to follow up with actions that reflect the seriousness of our mistake.”
Bonanno promised to release information next week about the company’s plans to support the 9/11 Memorial and funds for victims. He also pledged “accountability actions” for those responsible for the ad, which appeared on the store’s page before it was removed Thursday.
He added that he has seen fake social media accounts “created in an attempt to attack commenters and those expressing outrage.”
“Miracle Mattress, its ownership and its employees will not be engaging in any personal attacks or responses on any social media platform,” Bonanno said. “Any account doing so is unauthorized.”
The store’s Facebook page had received over 3,700 reviews by Friday night with an average of 1.2 stars out of 5. Many users took to the page to respond to Bonanno’s apology, with several posting pictures of loved ones they lost at the World Trade Center on Sept. 11, 2001.
“I was here when the world stopped turning,” one New Yorker wrote. “Witnessed it. Lived it. Lost friends and family. You have no clue what it was like here.”
“Who in their right mind would conceive of this?” another resident of the Big Apple wrote. “How any thinking person could believe this was a great way to promote a sale is beyond my scope. This is no way to boost sales, it is a great way to close a business.”
“It will be a miracle if this place sees another dollar from a customer,” another user said.
The store’s owner, Mike Bonanno, apologized for the “tasteless” commercial on Thursday and promised to unveil plans for support for the 9/11 Memorial and funds for victims the following day.
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Meanwhile, a store in Canada called Mattress Miracle, posted an announcement on its Facebook page reminding users that they are a completely different store located in Brantford, Ontario.
The operators of the Canadian store said they had received word of an “unsavory advertisement” that is “causing quite an uproar.”
“We have received actual threats and slanderous reviews and wish to have it stopped,” the announcement said.
“To be clear. We are not affiliated with this company in any way, shape or form.”