The New Mattress Company Selling More Than Just a Bed
Direct-to-consumer companies like Casper, Tuft & Needle and Leesa set out to disrupt the mattress industry with one-size-fits-all, ships-in-a-box sleep surfaces. Over time, their product lines grew — Casper began selling sheets, pillows, even a dog bed. Now, the second wave of mattress startups is taking shape, with one company using a comprehensive set of products to sell the promise of a better night’s sleep.
Tomorrow Sleep, a branch of Serta Simmons bedding, builds upon decades of research to propose a comprehensive system intended to enable a more restful night. In addition to a temperature-regulating mattress (starting at $550), memory foam ($99) or plush down pillows ($75), Supima cotton sheets and cooling comforter, Tomorrow sells blackout drapes and, most notably, a proprietary sleep monitor called Sleeptracker® ($149).
Placed under the mattress, Tomorrow’s sleep tracker monitors the breathing and heart rate of up to two people per system, filing data on time spent awake and in light, deep, or REM sleep. The tracker also serves as an alarm, employing sleep cycle information to determine the best moment (typically in light sleep) to awaken each user.
Direct-to-consumer startups have jumped on the mail-order bandwagon, offering premium mattresses at an affordable price by tossing the brick-and-mortar store model. Read the Story