Boring Mattress Co.

A new mattress brand offering a no-nonsense, comfortable mattress that cuts through the hype.

I'm excited to share the launch of our new brand: Boring Mattress Co. Here's a bit from our announcement blog post:

Back in 2012, I co-founded Tuft & Needle, one of the earliest direct-to-consumer mattress brands. Tuft & Needle pioneered the concept of a single-model, universally-comfortable mattress sold at a fair price and delivered to your door. Customers loved the idea and the brand grew like crazy.

We started Tuft & Needle with just our personal savings and grew it to over $200 million in sales and disrupted the traditional brick & mortar retail experience. Then in 2018, we merged with Serta Simmons.

Today, the mattress market’s a total mess. It’s way too complicated, full of useless gimmicks, and it’s a real pain for anyone just trying to find a decent bed. In the past, you only had to dodge the pushy sales guy at the local mattress store. Now, shopping online bombards you with too many brands and a crazy amount of mattress models.

Picture this: over 200 mattress brands online, each trying to one-up the others with the flashiest tech or the latest “revolutionary” material. They toss around phrases like “sleep technology” and “advanced comfort,” but mostly, they’re just sticking big price tags on ordinary mattresses.

Just when you think the mattress market can’t get any more crowded, every brand that’s ever sold a pillow, bedsheet, or piece of furniture decided they want to crash the mattress party too.

On top of all that, mattress review blogs made a bad situation worse. Try a quick google search - for anything mattress related, really. You get pages filled with so-called “Best Mattress” lists and glowing reviews that sound too good to be true. (Spoiler alert: these review sites slap five-star ratings on the brands that offer the highest sales commission.)

It’s a circus out there, and consumers are trapped in a cycle of hype and disappointment.

This time last year, I was ranting about how awful online mattress shopping had gotten. The brands that once shook up and “disrupted” the market had ditched their roots, chasing luxury pricing and slick sales tactics instead…