Bedding is among the latest retail categories to wake up to the power of selling direct to consumers online. And it’s not just wholesalers that are warming up to ecommerce. In the last few years, a surge of digitally native, vertically integrated bedding brands has popped up online including Parachute Home, Boll and Branch, Brooklinen, and Crane and Co. And they’re growing quickly; the top 15 bedding online retailers (which includes mattresses) increased their sales 66% in 2018 compared with the prior year, according to industry publication FurnitureToday.

Many of these retailers tout the usual ecommerce tagline to entice shoppers: The brand cuts out the middleman to sell directly to shoppers to save them on price (while the retailer enjoys a higher profit margin). And many advertise similar flavors of “differentiating” factors including organic materials, supply-chain transparency, luxury quality or affordable luxury products. However, many of those merchants are finding themselves competing with a number of linens brands that have grown increasingly focused on ecommerce.

There are several reasons why this category is rapidly growing online, including a burgeoning millennial customer base that is buying home goods and gravitates toward the values that these brands promote. And even though there are several players in the space, there is no leader, and many brands feel there is plenty of market share to go around.

This article includes:

  • An analysis of the online bedding category
  • Internet Retailer’s estimates on bedding retailers in the Top 1000.
  • Exclusive interviews with analysts and bedding brands including Parachute Home, Sheex and Coyuchi.

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