Ease of manufacture:
According to Magnuson from GoodBed.com, the bulk of bed-in-a-boxes outsource their production. “None of these men build their own mattresses, with a few rare exceptions,” he added. “They contact the producers basically ‘we need a finished product and we believe that’s what it should look like here and the best quality.’ Sometimes they don’t even know what it looks like.”
The companies that make its mattresses include, Bedding and, added by Magnuson. Many of the bigger bed-in-a-boxes are responsible for the research and development of mattresses. And companies like Tuft & Needle, Casper, and Leesa have foam layers with proprietary formulas, which means they are not the same.
According to Dan Schecter, Carpenter’s senior vice president of sales and marketing, most outsourcing occurs with just four large manufacturers. He said that his firm manufactures mattresses in 60 factories around the country, accounting for 40% of the mattress sector. This comprises about 14 bed-in-a-box manufacturers in addition to the more established names such as Tempur Sealy.
“When a customer approaches us, they express a need for a mattress that performs these functions against the body and incorporates these characteristics and benefits into their marketing storey. We then design mattresses to fit their vision,” he explained.
Akrum Sheikh, CEO of Layla, stated that firms who produce their goods are “at a disadvantage” since they may be confined to using their technology and skills.
“To ensure that Layla consumers actually benefit from the product, we believe in a business strategy that blends licenced technology and capabilities from many manufacturers with our own original ideas packaged into a single superior offering,” Sheikh explained. “With this paradigm, we are free to experiment and create.”
Schecter stated that Carpenter mattresses do not use the same foam compositions and that the business will only design and manufacture mattresses with scientific backing.
Purple places a premium on the technology behind their mattresses, particularly its “Smart Comfort Grid” layer, which the company claims helps alleviate pressure points on the body when sleeping. Eight Sleep is another technologically savvy business that claims the beds’ dual temperature control and sleeps tracking capabilities.
According to Keith, innovations like this aid businesses in establishing a distinct identity.
“For a time, there were a lot of similarities, but the larger firms are beginning to vary their offerings,” he explained. For instance, several companies are now offering both luxurious and budget-friendly variants and hybrid ones that have both foam and springs.
Inconsistency in marketing
However, as David Srere, co-CEO of branding agency Siegel+Gale, said, various products may overwhelm customers.
“It’s the sheer volume of data. It’s simply too much,” he explained. “If you go online, you’ll see that not only do they all look the same, but they also promote various things. Does it signify anything to you if I tell you that my mattress is unique in that it is loaded with copper gel?
He notices similarities in the colors, typefaces, and advertising slogans used by the businesses. “A similar approach is apparent,” he explained. “Casper was, in my opinion, the first, and I believe they established the tone. They performed admirably, and others have since followed.”