• David Perry

Top online players continue to see rapid growth

LeadingHIGH POINT — Rapid growth continues to be the name of the game for top mattress e-tailers, with 100% gains — or more — characterizing the leading players.

In its second ranking of the Top 15 bedding e-tailers, Furniture Today lists online giant Amazon as the top online mattress retailer, generating estimated sales last year of $250 million. That is double the mattress volume that Amazon produced just one year earlier.

The $250 million does not include Amazon’s sales of other Top 15 bedding e-tailer brands. Those revenues are counted for the individual brands.

In the No. 2 position is New York-based Casper, a pioneer in the online mattress category and a company that helped popularize the movement. Casper’s bedding revenues last year reached an estimated $175 million, up from $100 million a year earlier, a 75% increase.

No. 3 is Westport, Conn.-based Saatva, which saw its online bedding revenues more than double, from $70 million in 2015 to $146 million last year.

Moving into the No. 4 spot from No. 7 a year ago is Phoenix-based Tuft & Needle, whose bedding revenues jumped from $40 million in 2015 to an estimated $120 million last year. That is a 200% increase.

No. 5 on the list is 1800Mattress. com, part of the Mattress Firm family of websites, which boosted its bedding revenues from $37 million in 2015 to $80 million in 2016.

Furniture Today published its first ranking of top bedding e-tailers last fall and is updating that list this year given the soaring growth rates that several of the companies have recorded. That rapid growth helped propel the direct-to-consumer retail bedding channel to a market share of 12% last year, up from 6% in 2014, according to Furniture Today’s latest bedding distribution report, published in the Sept. 25 issue.

The No. 6 player on the bedding e-tailer list is Overstock.com, which saw its bedding revenues increase 33%, from $60 million in 2015 to an estimated $80 million last year.

Moving into the No. 7 spot is Virginia Beach, Va.-based Leesa, which was No. 9 on last year’s list. Leesa had a strong year, boosting its revenues by 150% last year, to $75 million.

No. 8 on the list is Alpine, Utah-based Purple, which had even stronger growth. Purple, $20 million in 2015, finished last year at $66 million, a gain of 230%.

No. 9 is one of the oldest online mattress retailers, Brighton, Mich.-based US-Mattress, which was founded in 2001. That retailer, which boosted its bedding business 30%, to $65 million last year, operates a network of retail stores in addition to selling online.

No. 10 GhostBed, based in Plantation, Fla., posted a 220% sales increase last year to lift its bedding revenues to $64 million.

There are two new names on this year’s Top 15 list: No. 11 Dreamfoam, based in Phoenix, had estimated bedding revenues last year of $62 million, while No. 13 Brentwood Home, based in Los Angeles, had estimated bedding revenues last year of $50 million.

Dropping into the No. 12 position, compared with No. 5 last year, is Wayfair. Its bedding revenues were estimated by Furniture Today to be $60 million in 2016, the same as the year earlier.

Helix Sleep ranks No. 14 on the strength of a 250% increase to $35 million last year.

Rounding out the Top 15 bedding e-tailer list is Nest Bedding, which recorded a 25% bedding increase last year, to $25 million.

David PerryDavid Perry | Executive Editor, Furniture Today

Hi, online readers. I'm David Perry, executive editor of Furniture/Today, and the writer on the mattress beat. Get my musings on mattresses on our web site and on my Twitter feed. And let me know what you would like me to write about in the wonderful world of mattresses.

Follow me on Twitter at https://twitter.com/DT_Perry
See my first music video at http://ftbeddingman.com/


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