The days of collapsing into mattress after mattress on a stifling showroom floor have passed us by.
According to online best mattresses and businesses that ship directly to your home, finding the right bed may only take a few clicks. However, experts caution that it is critical to examine beneath the covers. According to them, many mattresses offered today are relatively identical – regardless of how they are marketed.
“The goods you’re purchasing have a lot in common and only a few small differences,” said Seth Basham, a Wed-bush Securities analyst who follows the mattress business. He stated that various businesses frequently utilize the same foam in the core of their mattresses. “The various layers — what goes on top of what — may vary. However, the critical distinction is in the manner in which they are sold and marketed.”
According to Michael Magnuson, creator of mattress review site GoodBed.com, there are currently around 175 bed-in-a-box firms in operation. According to Basham, their sales account for 12% of the $16.5 billion mattress market; however, only the top ten companies make a substantial difference. Purple, Casper, Nectar, Leesa, and Tuft & Needle are just a few prominent players.
According to Piper Jaffray analyst Peter Keith, mattress behemoths such as Tempur Sealy and Serta Simmons should be concerned. On average, the firms’ sales units have decreased by 5% during the last two years.
According to a poll conducted by the International Sleep Products Association, 45 percent of mattresses purchased last year were done so online, up from 35 percent in 2017.
Purple is the only publicly traded bed-in-a-box firm, merging with a public investment shell company for a $1.1 billion value in 2018. Its stock has fallen 40% after the transaction, and the firm is now worth $355 million. Purple, like many other bed-in-a-box firms, has yet to turn a profit, according to Basham. In 2018, the firm generated $285 million and incurred a net loss of $19.6 million.
Profitability is challenging to come by, according to Basham, because the simplicity with which an internet mattress firm may be formed makes the market competitive. “Entry hurdles are low, but profitability obstacles are high,” he explained. “It doesn’t cost that much to design a mattress, launch a marketing campaign, launch a website, and have one of these large businesses like Carpenter handle fulfilment for you,” he explained, referring to one of the leading mattress manufacturers.
According to Magnuson of GoodBed.com, the bulk of bed-in-a-box manufacturers outsource their production. “With a few notable exceptions, none of these men make their own mattresses,” he explained. “They are essentially contacting companies and informing them, ‘we want a finished product and here is our vision for how it should appear.’ Often, they are unsure about how they want it to look.” Magnuson added Brentwood Home, Brooklyn Bedding, and Purple, among the firms that manufacture their mattresses. Many of the larger bed-in-a-box companies conduct their research and development on mattresses, significantly affecting how they feel. And businesses like Tuft & Needle, Casper, and Leesa use unique foam layers that are not interchangeable with others.