Nectar Sleep is trying to disrupt the disruptors of the mattress industry.

In 2016, Craig Schmeizer says he saw an opportunity that online mattress-selling retailers had created in the market, and he decided to start Nectar Sleep.

The online mattress category was a becoming a crowded field, but Schmeizer thought he could use data to more strategically market Nectar by targeting consumers who are in the market for a mattress. In 2016, U.S. consumers purchased $7.08 billion worth of mattresses, up 4.4% from 2015, and brands that sell primarily online…

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