There's a store that specializes in selling mattresses at Gateway Mall, so why not one that specializes in selling pillows?
My Pillow, advertised as the "Most Comfortable Pillow You'll Ever Own" is mostly sold on TV and through trade shows and expos. However, the company is branching out into mall stores. In addition to the Gateway location its planning, it's also putting stores at the Sioux Empire Mall in Sioux Falls and the Southern Hills Mall in Sioux City.
The store will go where Perfume Point was, next to Lids. Perfume Point has moved elsewhere in the mall.
Also, according to a building permit, Colby Ridge will be setting up a kiosk in front of Victoria's Secret.