Look out, Tuft & Needle: Tempur Sealy has introduced a new mattress that represents a first for the brand, pits it directly against new upstarts in the online mattress market, and gives brick-and-mortar retailers a new way to compete.
Cocoon by Sealy is the company's first bed-in-a-box mattress, positioned to compete in the growing sub-$1,000 market.
Like some of the new brands including Lull, Casper, and Tuft & Needle, Cocoon by Sealy is ordered online and shipped directly to the customer. Returns are easy and shipping is free. Mattress options are limited to simplify the process and all models sell for below $1,000, a first for the Tempur Sealy brand.
Another first is the accompanying retailer affiliate program that will make the Cocoon mattress available to retailers to offer beginning this summer. Other online mattress companies are bypassing the existing retail network to offer their products for less by selling direct to the growing number of online shoppers. This has disrupted the mattress market in much the same way Warby Parker disrupted the eyeglass market.
"We entered this specialized distribution channel because we knew we could provide a product that meets the needs of this target consumer, is superior to the competition and consistent with our Sealy brand promise of quality and value," said Scott Thompson, president and CEO, Tempur Sealy. "We have developed an innovative program whereby our best retailers will help create demand for Cocoon by Sealy, in return for profit generation from the online sale of the product."
There is also a digital marketing campaign complete with "brand ambassadors," designers who will appear in ads and develop custom digital and social content to showcase the brand.
-See this Tempur Sealy press release
-See this Forbes story
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