Ever since Casper’s bed-in-a-box mattress model launched in 2014 with a VC-fueled growth engine, the direct-to-consumer market for something we all use nightly has exploded.
Today there are about 175 direct-to-consumer mattress brands, accounting for 12% of the $16.5 billion mattress industry. In 2018, a whopping 45% of mattresses were bought online.
Despite such a crowded field, Loom & Leaf and Zenhaven, the anchor offerings from online luxury mattress brand Saatva, have managed to stand out — something unexpected given the slogan emblazoned across their website: “This is not a bed in a box.”
That frankness is indicative of Saatva’s approach, which eschews the digital marketing hyper-focus typical of competitors in favor of simplicity and slow-but-steady growth.
It’s not just a cheaper alternative to brick-and-mortar, though. It’s a higher quality direct-to-consumer contender. But unlike online leader Casper, the target consumer for Saatva’s Loom & Leaf or Zenhaven models is less likely to be a casual podcast listener. Instead, their growth has been strongest among those previously willing to pony up the minimum $2,000 for a Tempur-Pedic or Sleep Number mattress.
One aspect that goes into these costs is Saatva’s white-glove delivery service. To preserve the luxury-quality materials of its products, the brand hand-delivers and installs each of its memory foam mattresses — and even disposes of old ones — rather than smushing them into shipping boxes like other direct-to-consumer players. The company currently contracts with 155 delivery companies around the U.S. for this service.
However, the Loom & Leaf model is not for the consumer looking for a fully sustainable mattress. Though Loom & Leaf utilizes 30% eco-friendly materials, such as natural thistle as a flame retardant and organic cotton in its coverings, its mattresses are not 100% organic. The company claims that making their affordable luxury-level mattresses entirely out of sustainable materials would make them cost-prohibitive for consumers.
Saatva does offer a greener mattress, however. Loom & Leaf’s sister brand Zenhaven is made of 100% natural American Talalay latex and 100% organic New Zealand wool. The environmentally-friendly option is a bit more pricey though. A queen model costs around $400 more than Loom & Leaf’s $1,499 price tag, but it’s a price that’s worth it for consumers looking to sleep well knowing that their mattress is good for the planet.
Launched in 2010 as a bootstrap operation by founders Ron Rudzin and Ricky Joshi, Saatva sought to disrupt the luxury mattress industry with an affordable direct-to-consumer alternative to other retail staples like Tempur-Pedic or Sleep Number. It aims to continue to be a conscious alternative that makes good on the direct-to-consumer promise of lower costs by cutting out the brick-and-mortar retailers.
Saatva took in more than $200 million in revenue in 2017 and is on track to hit $800 million to $1 billion within the next five years. From there, an IPO may not be far off.
All products featured on Karma are independently selected by our team. However, when you buy something through our retail links, we may earn an affiliate commission.