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WSJThe New Mattress Professionals

Brands include Casper, Eve, Leesa and Keetsa; unboxing videos go viral

 

Skip the boxspring - get The Frame by Keetsa With names like Leesa, KEETSA and Casper, a flurry of startups are trying to shake up the bedding industry, often by offering just one or two mattresses at a stable but premium price. WSJ's Charlie Wells reports. Photo: Leesa.com

The mattress industry is having its Silicon Valley moment.

With flashy marketing and names like Eve and Casper, Leesa and Keetsa, mattress startups are trying to reinvent mattress selling, offering fewer products, simpler pricing—and none of the industry’s traditional holiday-weekend discounts.

The new companies say the millions of dollars in venture-capital funding they have attracted are a sign that the established mattress industry is ripe for disruption. And consumers, for better or worse, have even more purchasing options in their pursuit of a good night’s sleep.

The startup brands bring together peer-to-peer selling techniques and new media platforms, to turn their customers’ enthusiastic social media posts into cheap but effective viral marketing.

“This is basically the Uber of mattresses,” says Brett Hogan, a 29-year-old self-described “early adopter” in Austin, Texas who ordered a mattress online from Leesa, in Virginia Beach, Va., after talking to friends and doing some online research.

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The YouTube video showing a couple unpacking and testing out their mattress, called 'The Casper Bed — Unboxing and Review,' got more than 30,000 views. Photo: Ian Corey/YouTube

Mr. Hogan says he discovered he is a “hot sleeper,” and that other memory-foam mattresses tend to trap heat. He was sold on Leesa’s claim that it keeps users cooler at night. He ordered a $990 king-size mattress and a few days later got a “surprisingly small” box delivered to his front door with the mattress stuffed inside.

The last thing Mr. Hogan, who works at a human-resources technology startup, and his wife wanted to do was to spend their Saturday or Sunday afternoon in a mattress showroom with an up-selling salesman. Besides, Leesa, like many of the other new brands, offers a 100-night trial period: If customers don’t like the way they sleep, they can return the mattress.

Other marketing tactics customers seem to like are the new brands’ simplified websites, social-media marketing that can involve answering people’s questions about products and in some cases, offering to pay customers $50 for each person they refer. And many customers are taking part in a form of social-media promotion—the unboxing video, which in this case shows what happens when someone unboxes a memory-foam mattress and the rolled up foam grows like a shriveled-up sponge hit with water.

Scores of videos show people posing with freshly unboxed mattresses from brands like Leesa, Casper, Eve, and Yogabed. A video might include a link to a referral code, so that the video creator can get their $50.

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Brett Hogan of Austin, Texas shows how his Leesa mattress arrived to his doorstep. Photo: Brett Hogan

“This is the Mary Kay model, digitized,” says Matt Mattox a vice president at The Martin Agency in Richmond, Va. “I’m sure it was a happy accident, but a great byproduct of the way these mattresses are packaged is that they really expand when you open them, and people want to share that experience.”

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A queen-size mattress from Casper costs $850, shipping included, with a 100-night free trial and a 10-year warranty. Leesa’s comparable queen-size offer costs $890. Both companies allow customers to return their mattresses for a full refund and free pickup during the 100-night trial. Other companies such as Tuft & Needle, Eve, Yogabed, Endy, and Keetsa offer similar products, price-points, and return policies.

Mattresses are a lot like men’s suits, says Michael Silverstein, a senior partner at the Boston Consulting Group, who specializes in consumer buying and retail. You can spend a few hundred dollars or a few thousand, but quality won’t rise in lockstep with price.

“The market for beds is a very large one, with a high degree of dissatisfaction. With the right marketing, the right product design, and the right set of functional benefits, a startup founder could make a lot of money,” he says.

Money is pouring in. In February, Casper said sales exceeded $20 million in its first 10 months of operation, a spokesperson said. Investors in Casper range from established venture-capital firms to actor Leonardo DiCaprio, singer Adam Levine, and hip-hop artist Nas, according to The Wall Street Journal’s Venture Capital Dispatch blog.

Mattress sales are growing online, even outside the specialty startup boutiques. Big retailers say this is because consumers are getting comfortable making large purchases online. Now there are so many mattress startups, it is hard for consumers to choose between them.

Kylie Ledbetter, a 27-year-old lifestyle blogger from Houston, and her husband had an old mattress they needed to replace, but they felt overwhelmed by all the choices. With the brands’ 100-night return policy in mind, they ordered two twin mattresses—one from Leesa, one from Casper.

“What we concluded was that the Casper might possibly be better for people who weigh less, such as myself,” says Ms. Ledbetter. “In comparison, my husband is able to sink further into the Leesa than I am.”

Ms. Ledbetter and her husband ended up keeping the mattresses for more than 100 days and so couldn’t return them. But Ms. Ledbetter says she got $250 from Casper for five referrals, and she still receives $50 each time her Leesa mattress code is used, so that her Leesa mattress was effectively free.

Another tactic the new mattress brands are using is celebrity endorsements or associations.

Pope Francis was expected to sleep on a memory foam relaxed firm queen-sized mattress by West Port, Conn.-based online luxury mattress startup Saatva’s Loom & Leaf division. The pontiff visited the Saint Charles Borromeo Seminary near Philadelphia last weekend, according to Stephen Dolan, the seminary’s chief financial officer. Mr. Dolan said the mattress was donated but declined to comment further and referred questions to the company.

Saatva chief executive Ron Rudzin says he is “simply honored and blessed” by the news.

Stuart Carlitz, chief executive of Bedding Industries of America, which manufactures Saatva mattresses, says he was approached by representatives from the World Meeting of Families, who asked if he could supply a bed for the Holy Father. The World Meeting of Families is sponsored by the Holy See’s Pontifical Council for the Family, and the pope delivered mass at the meeting on Sunday. Mr. Carlitz says he donated the Saatva mattress, which retails for $999.

Basketball player Jeremy Lin, model Kylie Jenner, and actor Mario Lopez have shared their excitement over Casper purchases by posting pictures of their recently arrived boxes on Instagram. They received tens of thousands of “likes.” Philip Krim, chief executive of Casper, says these celebrities weren’t paid to post on behalf of the company.

Ian and Abby Corry made an unboxing video soon after receiving their Casper mattress in the mail. The Tampa Bay, Fla. couple had just returned an uncomfortable mattress they bought on the cheap from a department store’s Black Friday sale. Mr. Corry, 25, had seen lots of mattress review videos, and figured that as a videographer, he might as well give it a shot to share their experience and help others trying to navigate the new marketplace.

The couple’s review of the Casper is almost entirely positive—Mr. Corry says this is in part because he and his wife had such a negative experience with the department store mattress. The couple, as all Casper customers are, was also offered $50 for each person, up to five, that used their Casper referral code to buy a mattress.

Now, the video has received over 34,000 views on YouTube and the couple has earned $250.

“Casper isn’t paying us to sponsor its product,” said Mr. Corry. “We were just amazed to see the thing go viral.”

Write to Charlie Wells at Charlie.Wells@wsj.com

 Keetsa Mattress Reviews & Coupon Codes

KEETSA Mattress Reviews

5 star

Shane was SUPER informed, helpful, and attentive to my needs. I sleep better than ever. I bought the Tea Leaf Supreme and it's like sleeping on a sturdy supportive CLOUD. I'm actually going back for another mattress TODAY!  I have 2 apartments I rotate between and I've been staying in the apt without the Keetsa and longing for my Keetsa!  So... ya.  Highly recommend the Keetsa and SHANE.

Jeni E.

5 star

GF and I were ready to step up our mattress game. We no longer wanted to go the cheap IKEA route, but at the same time we didn't want to spend a fortune. Casper came to mind. We visited the showroom, tried the one mattress they have, and we couldn't bring ourselves to just bite the bullet. I googled mattresses, and Keetsa came up in search results. Never heard of them...

We walked down Mercer, and walked in the door. There was Shane, in all his glory. Friendly and enthusiastic, you'd never figure him to be the actual store manager. But give him 5 minutes, and he'll show you just how much he knows about mattresses. Not just Keetsa's mattresses, but all of them, all around. AND... he's just the kind of guy you'd want to have a few beers with.

Mattress shopping isn't supposed to be fun. It's supposed to be boring, and expensive, and a tedious chore you just do once in a blue moon. Shane helped us find the right mattress, and they're all very aggressively priced for the quality they offer. Even better, we managed to get approved for the 0% financing offer, and we walked out with the mattress that very same afternoon. The box it comes in, has little wheels built into it. These wheels are not meant to take much punishment, but they'll get the bed home if you're willing to put in a little manual labor. I hauled mine onto the subway and took it home to southwest Brooklyn!

We got the Tea Leaf Supreme. It's one of the pricier ones, more than we were willing to spend, but since mattresses are an investment, and they had the financing offer, we were willing to go for it. The multi-layered construction just feels right. It's a bunch of different kinds of foam. A big heavy guy like me, and my light-as-a-feather gf both appreciate it for different reasons. I can say I like it because it supports my heavier parts just right, so no more achy joints and asleep limbs in the morning. The whole company is super eco-friendly to boot.

I don't write many reviews. But this outfit deserves praise. Thanks, Keetsa!

Phil E.

5 star

Can't believe it took me so long write this review...

When it came time to buy a new mattress I turned to Yelp for ideas and I came across Keetsa and their flawless reviews. Figured I'd stop by and check them out. I ended up getting my Tea Leaf Supreme delivered two days later and damn am I happy with it. It is by far the most comfortable mattress I've ever slept on. My sleep has improved drastically in the 16 months or so that I've had it. My girlfriend jokes that the only reason we moved in together is my mattress. I believe her.

Sean M.

5 star

walked in here thinking i'd buy one of their lower-priced mattresses but then ended up getting their higher-end, all memory foam "tea leaf supreme mattress".  there is just no comparison and for a softer mattress that still maintains the right level of firmness - this was definitely my favorite model out of their entire line.  its similar to the tempurpedic mattress line but about half the price.

i would recommend going to the store if you're nearby since their prices are about 5% cheaper than buying online.  They also have an option for you to take the mattress home in a transportable box if you don't want to wait around for delivery.  Take an UberXL trip home with your new purchase and you're all set to sleep in your new bed.

Shivanni P.

5 star

We've been having back pain and was really interested in a Keetsa based on friends' recos, but the price tag gave us pause.  One day after a string of bad sleeps, finally made it down to the SoHo store and had a great purchase experience with Stephen.  Non-sales-y sales adviser (emphasis on advise) which we really appreciated.

We had the Tea Leaf Classic or Supreme in mind and after half an hour of testing, we settled on the Supreme.  It felt a little crazy blowing 2k on a mattress (including their Care package which comprised 2 pillows, mattress/pillow protectors and no-strings exchange policy).  We were also hoping for a bonus pillow or 2, but apparently that was part of the grand opening special.  I prefer to use this cost analysis:  2k, 10+ years, ~350 nights per year... you get the idea. The mattress arrived that evening, and we've never looked back.  I was a little worried about potential fumes with a new mattress, but there was virtually none.  We slept on it the night it arrived and woke up feeling great.  One week later, we are Keetsa converts. Things to know:  it takes 2 to maneuver this mattress, putting on the cover and such because it's heavy and floppy -- at least the model we got. Also, if you have a box platform frame (Ikea Malm etc), the Supreme makes a very snug fit so changing sheets will require some muscle. But it's all worth it to have such a wonderful bed.

Lisa M.

5 star

I was searching for a new mattress after my organic latex mattress stopped offering support after 6 years of use, causing hip pain (I'm a side sleeper).  I had heard about Keetsa from my sister who had a friend who loved her Tea Leaf Classic.  Not having a huge budget (under 1K) limited my choices but I liked the idea of Keetsa having only seven models to choose from, eco-friendly packaging and no off gassing.  (Yeah, they are made in China and aren't 100% organic but are a better alternative that buying from Macy's or Sleepy's).

I went to their SoHo showroom and spoke with Kyle, one of the store managers.  I gave him my budget and mentioned that I am a side sleeper, so he suggested that I try the Pillow Plus, which is essentially a very firm coil mattress with a two inch memory foam pillow top.  I found the floor model very comfortable and felt cushioned and supported, plus the price was right.  I decided to purchase the bed (plus the protective cover) that day.  I did not feel ANY sales pressure from him at all, like other reviewers noted.  The showroom is also very relaxing - they play mellow music at a soft volume.

I went outside to hail a cab and Kyle brought out the mattress in a compact box on a hand truck and put it in the back of the cab (which saved me on the $80 delivery fee).  When I got home, I realized that he had forgotten to give me the protective cover.  I called the store, and spoke to Shane who offered to Fedex it to me.

After getting the mattress set up (it really does unfold like a burrito) on my wood bedframe, I slept on it the first night after letting it rise for a few hours.  There was hardly any smell and I definitely noticed the difference from my old mattress in that I felt supported and cushioned, especially when laying on my back.  After about a week, though, I noticed that I was still feeling some pressure on my hips.

Not wanting to return the mattress (there is a 25% restocking fee), I did some more research and found a blog where a couple bought the Pillow Plus and then purchased the basic comfort layer (a 2 inch memory foam topper) because the wife was feeling pressure on her hips, the same issue I had.  This time, I ordered the topper from their website and it came within a week.

The topper makes all of the difference, it offers the cushioning my hips need, yet the bed is still supportive.  And best of all, the cost did not exceed the budget I had set for myself.

IMO, the best bed for side sleepers is the top of the line Tea Leaf Dream (which my sister eventually purchased), which will run about 2K.  But if you're budget is half that, I'd go with the Pillow Plus and add a topper for a similar level of comfort.

Andrea G.

Keetsa Mattress Reviews & Coupon Codes

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