San Antonio-located Miracle Mattress shuttered after airing a 9/11 parody commercial days before the 15th anniversary of the attack, which today its owner called "disrespectful" and "offensive." In a new message posted on its Facebook page, Miracle Mattress said it would re-open with "new staff and training."
Miracle Mattress owner Mike Bonanno wrote about his decision to re-open the store he had "closed indefinitely," and once again apologized to the families affected by 9/11, as well as anyone else offended by the ad.
"We believe our best path forward is to re-open our doors as soon as possible, following the hiring of new staff and training," Bonanno wrote. "When we open, we will do so with a renewed focus on community support and humility."
The message didn't specify whether employees featured in the video would be penalized or fired. Facebook users were quick to ask whether the "new staff" would mean Bonanno was firing his daughter, Miracle Mattress manager Cherise Bonanno, who was center stage in the video. The ad for a "Twin Tower sale" featured Cherise pushing two employees into two towers of stacked mattresses with all three screaming afterwards.
Bonanno also said Miracle Mattress was going to make a donation to Tuesday's Children, a New York organization supporting "youth, families and communities impacted by terrorism and traumatic loss." He said Miracle Mattress was looking to work with a non-profit in San Antonio to donate mattresses and box springs for children.
"In closing, to the families of 9/11, we end with a heartfelt apology. We are truly sorry and regret the pain we have caused. We ask for forgiveness," he wrote.