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Sleep Disrupters: 14 Upstart Mattress Companies


Sleep Disrupters: 14 Upstart Mattress Companies

September 21, 2017

Every entrenched industry is getting a dose of disruption these days. And as fans of the little guy, we’re all for it.

Perhaps the biggest industry to see some shakeup is the $14 billion American mattress trade—and it couldn’t happen to a better brute. News articles in recent years have shone a light on the industry’s pain-inducing merchandising tactics. For one, big mattress makers create lines with only slight variations, allowing retailers to claim exclusive offerings and thwart comparison shopping. A Bloomberg article calls mattress pricing “almost entirely unhinged from the cost of producing a mattress,” noting a former industry insider’s insight that “much of the sector’s handsome returns are built on customer confusion.” And that’s to say nothing of pressure from commission-based salespeople.

Enter the new mattress disrupters. It all started with Casper, the original mattress in a box; since then, there are dozens of startups trying to take the pain out of mattress shopping by selling online, cutting the commission-based sales, and dramatically streamlining the number of choices (many of these companies offer only one mattress). Many of the new options come packed into compact boxes for easy moving-in, most of the companies offer at least 100 days to try the mattress at home, and some are customizable depending on your preferences. As the founders of Tuft & Needle note: “It doesn’t cost a ton of money to craft a comfortable mattress with quality ingredients. It’s such a straightforward system, you’d think more people would follow it.”

Lucky for us, these companies are. Here are just a few of the current offerings in the marketplace:


casper, established in \20\13, offers two mattresses—the original casper 17
Above: Casper, established in 2013, offers two mattresses—the original Casper, 10 inches thick and made of cooling latex foam over supportive memory foam, and the new Casper Wave, slightly thicker with a patent-pending 36-point support system.

The company, like most, allows customers 100 nights to try out the bed and will come pick it up if you’re not satisfied. The mattress is made in the US and ships for free to the US and Canada with an average delivery time of five days. Like all the foam mattresses described here, it doesn’t require a box spring, and it ships compressed in a small box that will fit through any door. If you want to try before buying, Casper has a showroom in San Francisco and the mattresses are now available at some Target stores. A queen-size original Casper Mattress is $950.


founded in charlotte, north carolina, in \20\14, yogabed positions itself  18
Above: Founded in Charlotte, North Carolina, in 2014, Yogabed positions itself as Casper’s direct competitor (even publishing a handy chart on its website comparing the two).

The company produces one US-made mattress (of memory foam), offers a 101-night trial period, and ships for free in the contiguous US with delivery in about five days. Yogabed stands out by including pillows with every mattress—two pillows for queen or larger—and for its removable, machine-washable cover. A queen-size Yogabed Mattress, normally $949, is currently on sale for $749.

Tuft & Needle

a silicon valley startup, the not exactly restful sounding tuft & need 19
Above: A Silicon Valley startup, the not-exactly-restful-sounding Tuft & Needle launched in 2013 after cofounder John-Thomas Marino dissected his own $3,000 mattress and tracked down every ingredient. “We realized we could source the whole thing for $300 to $350,” he says. “When we saw that, it blew our minds.”

The company’s single product is among the top-rated mattresses on Amazon. It’s made in the US of a proprietary blend of foam, is built to order, and ships for free in the contiguous US in approximately seven days. Like its competitors, Tuft & Needle also has a 100-day trial period (originally set at 30 days). Note, however, that orders via Amazon are still subject to Amazon’s own 30-day return policy. A queen Tuft & Needle Mattress is $575.


leesa, founded in \20\14 in virginia beach, virginia, offers its own made to or 20
Above: Leesa, founded in 2014 in Virginia Beach, Virginia, offers its own made-to-order mattress fabricated in Pennsylvania.

The three-layer mattress (comprised of a base layer of dense support foam, a middle layer of memory foam, and a top layer of cooling foam) comes with a 100-night trial period. Shipping is free throughout the US (including Alaska and Hawaii) and generally takes three to five days. A queen Leesa Mattress, normally $940, is $840. Sapira, an offshoot of Leesa, is slightly higher in price; $1,275 for a queen.

Saatva/Loom & Leaf

founded in \20\10 in westport, pennsylvania, saatva&#8\2\16;s model departs 21
Above: Founded in 2010 in Westport, Pennsylvania, Saatva‘s model departs a bit from the four above: Its mattresses aren’t foam and Saatva offers choices. For instance, its cushioned-coil mattresses come in three firmness options, each in two heights—all at the same price. The mattresses are made in the US, are sold online only, and come with a 120-night trial period. The company sells mattress foundations, but notes that Saatva will work with your existing box spring. A queen Saatva Mattress is $999.

Saatva also launched Loom & Leaf, a memory-foam mattress competitor to the other upstarts, as well as Zenhaven. Available in two firmness options, a queen Loom & Leaf Mattress is $1,099; a queen Zenhaven is $1,899.


uk based company eve&#8\2\16;s foam mattress is designed in london but ship 22
Above: UK-based company Eve‘s foam mattress is designed in London but ships to the US, boxed. We like the sunny yellow sides. The queen-size Eve Mattress is $749.


keetsa, founded in san francisco in \2007, focuses on eco friendliness (read ab 23
Above: Keetsa, founded in San Francisco in 2007, focuses on eco-friendliness (read about its materials and practices here).

The brand makes seven mattresses—some out of foam, some using coils, some a mix of both. It also offers optional comfort layers, pillows, box springs, and mattress protectors. Keetsa has showrooms in San Francisco, Berkeley, Los Angeles, and New York, and unlike the other brands listed here, has a wholesale arm—in addition to its own online shop, Keetsa is sold by BluDot, Burke Decor, and others. The company offers free shipping within the contiguous US and most of Canada. The most affordable Keetsa mattress–the Plus—is $681.45 for a queen; a queen in the highest-end Tea Leaf Dream is $2,099.

Spoon Sleep

 new to the market is spoon sleep, founded by a former executive at sealy. 24
Above: New to the market is Spoon Sleep, founded by a former executive at Sealy. With a  foam column system and spill-resistant cover, it’s designed for “sleeping, sitting, stretching, streaming, or studying,” is available exclusively online, and comes boxed, with a 100-day trial period. The queen-size Spoon Sleep Mattress is $1,100.


an option for couples: helix administers a sleep quiz and customizes your  25
Above: An option for couples: Helix administers a Sleep Quiz and customizes your mattress accordingly, depending on support, temperature, and other factors. There’s also the option to mix and match preferences, so that couples can be comfortable. It comes boxed, with a 100-day trial period and 10-year warranty. The queen Helix Mattress is $995.


the tuck mattress is made of a balance of foam, latex, and coils. after you tak 26
Above: The Tuck mattress is made of a balance of foam, latex, and coils. After you take the Tuck Sleep Test, your mattress is customized according to your height, weight, sleep position, likeliness to wake up at night, and other factors. The Tuck Mattress is $990 for a queen.


nectar offers the longest trial period we&#8\2\17;ve seen for its gel memor 27
Above: Nectar offers the longest trial period we’ve seen for its gel memory foam and foam mattress: a full 365 days (plus a “forever warranty”). The tencel cover is also bedbug-resistant. The queen-size Nectar Mattress is now $670 and includes two free pillows.


 for the fitness minded and athletes, bear offers a made in america mattre 28
Above: For the fitness-minded and athletes, Bear offers a made-in-America mattress that, they say, aids in circulation and muscle recovery. The queen-size Bear Mattress is $850, and they offer a 100-day trial period.


lull offers gel memory foam mattresses with a \100 day trial period and free sh 29
Above: Lull offers gel memory foam mattresses with a 100-day trial period and free shipping. A queen Lull Mattress is $850.


eight offers three varieties of foam and foam and coil mattresses: the saturn,  30
Above: Eight offers three varieties of foam and foam and coil mattresses: the Saturn, the Jupiter, and the Mars. All come in a box, with a 100-day trial period. The Saturn is $599 for a queen. Also offered: groundbreaking smart mattresses that track your sleep patterns and temperature, have a functioning alarm system, and connect to the rest of your smart home.

Two other notables: Mattress giant Sealy now offers the Cocoon, their bed-in-a-box answer to the start-up competition. For a splurge, Wright offers made-in-the-US mattresses with a 120-day trial period (the queen-size foam mattress is $1,795).

For more of our sleep remedies, see:

N.B. This post is an update; the original story ran on May 12, 2015.

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