The significant expansion of bed-in-a-box mattresses sold direct to consumers has shaken up a key downstream market for flexible polyurethane foam. Sarah Houlton investigates.
The mattress market has undergone a seismic shift in the past few years. High streets and retail parks are still full of department stores and specialist bedding shops where consumers can go and try out mattresses.
But pressure is growing on this traditonal distribution model.
The growing trend for bed-in-a-box products is disrupting the market significantly. Sold online and delivered compressed and ready to burst out of their vacuum packaging once they reach their new home, bed-in-a-box mattresses are taking an increasingly substantial slice of the market.
The US is leading the change. Tuft & Needle launched its first product there in 2012, and a year later Casper made its debut. Multiple others rushed in behind them.
‘Casper hit the market at the right time, with the right business model and the right marketing,’ said Brent Limer, vice president of US sales at Latexco. ‘The marketing spend has got so high, we are now seeing a consolidation of players who tried but are getting out because they can’t keep up.’
If you are going to make a Casper or Tuft & Needle knock-off you will never be able to compete on marketing. Brent Limer, Latexco
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