Mattress Firm to Take On Startups With Online-Only \'Dream Bed\'

Mattress holding company, a nearly 30-year-
The old retail chain has seen the success of bedding startups with millennials and wants to take action.
The company is launching a mattress called Dream Bed, which will be sold on a dedicated website seeking to compete with e-commerce
A business company like Casper Sleep
The product will debut in October.
1, direct aim 20-or 30-
Shoppers who book beds online are already comfortable.
Like Casper, mattress companies sell this product for less than $1,000 and provide funding
Back assurance helps ease concerns about purchasing a mattress without having to test it first.
The dream bed has a foam mattress that can be rolled into a box to make transportation easier.
In addition to the expansion of millennials, there is a feeling --good component.
In the methods used by Thomas shoes and other startups, the mattress company will give away one bed for each bed it sells.
\"We know that millennials consumers want to see the world better than they inherit,\" said Ken Murphy, president of mattress . \".
\"The spread of the bed --in-a-
We think there is a better way to do this.
\"The debut of the product was after the mattress company had a tough second quarter.
Last week, the company\'s earnings fell below analysts\' expectations and cut its earnings forecast for the year.
That caused Friday\'s share price to plummet by 23%, the biggest --
Since they started trading in 2011, the sky has fallen.
The company says energy sales are slowing
Industry hotspots like Houston-
Where\'s the headquarters--
Because oil prices fell.
However, the company did increase the same number --
Store sales for the eighth consecutive quarter.
Mattress shares fell 4 again.
$ 5% to $44.
Brought their year on Monday. to-
The date dropped to 24%.
Retail start-ups have been destroyingand-
By targeting millennials, mortar chains that have nothing to do with traditional shopping.
They will eventually become the biggest consumers in the world, but they have not yet become big buyers.
Tickets like furniture.
\"The real driving force is to recognize the opportunity to better connect with a very important but new consumer,\" Murphy said . \".
Millennials \"are just starting to think about things like buying mattresses.
\"The double version of the dream bed costs $699, and the Queen\'s price is $829.
Customers will have a full refund of 180 days.
Meanwhile, Casper sold a pair of twins for $500 and the Queen for $850. It has a 100-
According to its website, the refund period on the same day. The “bed-in-a-
Even for mattress companies, the idea of box is nothing new.
The company already has such a product, which will be the foundation of the dream bed effort.
However, this marketing will be non-traditional and will depend on the activities of bars and restaurants in major cities such as San Francisco and New York.
The company will also hold a party when donating beds to charities.
The number of people willing to buy like a mattress on a large scale without testing it first remains to be seen.
At present, there are about 3% mattresses purchased online. E-
In contrast, business accounts for 20% of sales in other retail industries.
\"Who knows if this is a niche fashion or if the idea will resonate more? ” Murphy said.
In any case, \"We want to be everything for all at all times.
We are working in that direction.