By Kimberly Pierceall.
A little more than two years ago, the idea of buying a mattress sight-unseen online – without giving it as much as a palm press before it arrived on a doorstep folded up in a box – was still relatively novel, no doubt prompting some skeptically raised eyebrows from shoppers.
Now, more than 100 online companies, by one researcher’s count, are in the business of doing just that, still hoping to shake up a $14 billion mattress industry dominated by Mattress Firm, which has traditionally relied on thousands of storefronts and commission-earning salespeople.
The funny thing? The startups are starting to open stores, too.
Leesa Sleep opened a showroom at its Virginia Beach headquarters this month and announced a partnership with West Elm, which puts the company’s mattresses in all of the design-conscious retailer’s U.S. stores, replacing competitor Casper.
Read more at Virginian Pilot.