New Startups Aren\'t Keeping Big Mattress Up at Night

In the field of consumer goods, a simple mattress is simpler than a day.
The mattress does not need to be faster, smaller or lighter.
It doesn\'t need to charge faster or use less energy.
Although bedding now involves complex chemical formulations, not Maomao and Reed, it is still a major problem for textiles.
But the mattress store is still confused for Jeff Holt, a professional photographer who recently moved to Charleston, USA. C.
His girlfriend and her tired Tacolike mattress.
Lying in bed, they put up their skeptical ears to a tenacious salesman and eventually became exhausted --
Not the easy products.
\"It\'s like going to a restaurant with 200 options on the menu,\" Holt said . \".
\"All it does is confuse you.
It all feels like a car dealer.
\"A few days later, the grip in the middleof-the-
Back pain in the evening, Holt took out his iPad and ordered a mattress that Casper could not seeto-
The consumer startup has been peddling beds from the Manhattan nerve center for almost a year.
It spent $850 to make Holt feel like a sweet, relaxed coup --
A crow is empowering such consumers to friends, neighbors and business journalists.
What Holt didn\'t realize was that he could choose one of about six similar companies launched in recent years and plan to subvert the big company.
Profitable-
Bedding business and retain executives from companies like Tempur
Sealy and mattress are strong at night.
The list is long and may be growing: Casper, Keetsa, Leesa, Saatva, Tuft & Needle and yog beds.
They\'re called \"beds-in-a-
Box Company because of their mattress (
Except for Saatva)
Missing springs, folded, squashed and stuffed into a washing machine-sized box before being shipped to the USS.
The bubble expands when the consumer opens the box.
\"It\'s like one of the dinosaur toys that you grew up in the water when you were a child,\" Holt said . \".
The business proposition is no different from Warby Parker\'s attitude towards glasses or Bonobos clothing: sourcing high quality, simple products, cutting off middlemen dealers, skipping store rentals, and invest in lower prices, thoughtful customer service and flexible marketing.
Ben Lerer is a venture capitalist behind Lerer Hippeau Ventures and Thrillist.
Com, soon accepted the idea.
His company made $1.
Investment in Casper in February 2014 was $6 million, part of an additional $13.
August 10 million round.
\"This is a very obvious opportunity,\" Le said . \"
\"Once I found out that these people were not murderers, I was guilty.
\"Chris Marsh, who founded Yogabed in December, refers to the\" dark side of the traditional mattress business.
\"He should know: Marsh has spent a lot of time selling bedding through bricks so farand-mortar—
First at Macy\'s and then the product director at the mattress company, a retailer with about 2,000 stores.
As Marsh has proven, the industry\'s impressive returns are mostly based on customer confusion.
First of all, mattress manufacturers give multiple names to the same product.
This makes it easier for various retailers to claim the exclusive range of products, even if they are only nominally exclusive.
The seemingly endless series of models also makes it almost impossible to compare shops.
Bargaining for a new car is rather irritating;
Imagine the same process if each dealer has a different name for the same car.
Then the price, which is more or less arbitrary, is almost completely out of the cost of producing the mattress.
The R & D department of the big mattress company did some amazing work, but it was difficult to tell where innovation stopped and where marketing started.
Do you need \"Tempur-
Is the cloud buffer or the memory bubble good enough?
Is it \"OptiCool gel\" value insurance? Tempur-
Sealy and Serta Simmons, the industry\'s top two manufacturers, declined to answer questions from the article.
\"One of the important conversations is always around how we can raise prices,\" Marsh said . \".
\"Then segmentation.
We will sell a mattress for $4,000 and we will sell a similar mattress for $3,000.
\"In the end, consumers are afraid to screw up --
Gamble with years of restless nights
They tend to spend more money than they need.
\"Companies in this whole category are based on this anxiety,\" Marsh said . \". John-
Thomas Marino
The founder of Tuft & Needle knows he can build a top
Brand and website.
However, he was not sure he was going to make a mattress until he had his $3,000 bed needle dissect by stitching.
\"We tracked each material and realized that we could get the full material for $300 to $350,\" said Marano . \".
\"We were surprised when we saw this. ”High-
It turns out that high-quality bubbles are not hard to get.
A variety of vendors poured it out continuously, sliced like a huge piece of cheese.
Change the chemistry a little, and the foam will become stronger, softer, or more breathable.
Carefully apply some different foam, add some flame retardant material to bake, and then bake in a gorgeous (
Preferably organic)
An entrepreneur who is proficient in digital technology is ready to enter the market.
Casper now has customers in all 50 states and regions of different ages (an 82-year-
The old woman recently found the company through Facebook recommendation).
\"The idea that you have to buy a mattress for $3,000 to $5,000 to get a good night\'s sleep is just a farce,\" the company\'s Costco-
Founder and Chief Executive Officer
Almost all of these companies say the springs are overvalued.
The same is true of firm measures.
Most people sleep well in a comfortable environment.
That\'s what the hotel bought.
However, if the mattress industry is a mattress, then the rash of the startup will be just a pea. U. S.
According to Furniture Today, consumers spend about $14 billion a year on mattresses.
At the same time, Saatva\'s sales in 2014 were $29 million, its third full-year business.
Tuft & Needle has been on sale since August 2013, with sales of $9 million last year.
In the first 10 months of opening, Casper\'s revenue reached $20 million.
Meanwhile, Yogabed and Leesa have only accepted orders since November and December.
This is a considerable amount of money for a batch of baby companies.
But assuming the average price of the mattress is $800, the crowd at the mattress start-up hasn\'t moved 100,000 beds yet.
Meanwhile, the giants of the industry are still comfortable.
Last year, Tempur-
Sealy, Select Comfort, mattress company, sales of the three largest listed companies grew by a total of 21% to $5. 4 billion.
The profits of the three companies rose 11% to $0. 276 billion.
The mattress market is growing in general, as an optimistic economy gives Americans the ability to trade something more buffered, allowing more young people to move out of their parents\' homes and into a decent lifepaying jobs.
Housing starts in the US in DecemberS. hit almost 1.
1 million, nearly doubled from five years ago.
At the same time, the mattress company is eager to get more stores, although it now offers free shipping and money
Online refund guarantee
Dan Dietz, vice president of mattress company digital, said the company\'s web platform is primarily a tool to educate consumers to hang out at the local strip mall and turn over and over in some beds.
\"This is a very hightouch, high-
Consider the product, \"says Diz.
\"About 95-98% of customers still want to do the deal in the store.
\"In Manhattan, mattress retailer Sleepy\'s has more locations in the area than Gap, Whole Foods and Best Buy combined.
With the multitude of participants in the mattress game, many questions arise: How much market share will the industry giant lose?
Which startups will thrive?
Which one will fail?
In other words: who will become a big spoon, how many small spoons can be loaded, and who will end up sleeping on the floor?
Most of the new entrants reported that they were not threatened by other startups.
Yogabed compared companies like him to winemakers a decade ago. “By 2025, [direct-to-
Consumer Digital Sales
\"It could be 15% of the business,\" he said . \".
\"Five or six of us can\'t handle that much.
Mariano of Tuft & Needle takes this Category one step further.
The more companies that adopt a direct and digital model, the more comfortable consumers are to buy mattresses online.
\"It\'s not like Uber. Lyft;
It\'s like Evis.
He said.
\"People want to compare.
They want a few choices.
\"Despite the fierce competition, David Wolf, the founder and CEO of Leesa, doesn\'t even spend much money on marketing at the moment.
He expects Leesa\'s first full-year order to be charged at least $15 million in 2015.
\"Fundamentally, it\'s a broken industry, which makes it just a wonderful, wonderful business,\" Wolf said . \". “We have five-
Star rating of returning person.