By Sarah Buhr.
A number of bed-in-a-box startups have taken different approaches to selling their mattresses and bed ware in the last year. Casper and Tuft and Needle, for instance, launched their own branded physical store locations.
However, Purple, a mattress startup out of Utah that recently merged with a New York shell company, took a different approach, instead striking a distribution deal with mattress retail giant Mattress Firm.
Note, Casper also has distribution deals with West Elm and Target stores.
Read more at Techcrunch.