By ASHLEY BALLARDCronkite News
PHOENIX – It’s a Saturday morning in city Gilbert, and, for September, temperatures are still sweltering. The sun beats bottomward as a bounded farmer’s bazaar sells bootleg jams and families airing their dogs. The fizz of couples chattering over brunch can be heard from the sidewalk. But, tucked aloof abaft the restaurants that band Gilbert’s Heritage Square, bodies band up to be one of the aboriginal 100 barter to affirmation a chargeless Tuft & Needle pillow at the admirable aperture of its fourth brick-and-mortar location.
Suburban Gilbert doesn’t resemble the hoodie-clad, tech-savvy millennials that ample Tuft & Needle’s headquarters, amid about 20 afar abroad in city Phoenix. The army is a aggregation of boilerplate age-old and blah haired people, accompanied by accouchement arena as they delay for their about-face to access the new storefront.
[RELATED: Save money by charwoman your mattress]
The majority of Tuft & Needle’s business is amid by affront of acceptable norms in mattress sales, including aerial appraisement and use of abstracts accounted unnecessary. In addition, its self-proclaimed “disrupt” of the mattress industry was accomplished by a altered and concealed business model: online exclusivity.
Tuft & Needle’s accommodation to absorb brick-and-mortar retail spaces may be perceived as retraction into the methods acclimated by mattress companies afore it, but according to Daehee Park, co-founder of Tuft & Needle, it is an extension.
“This is a acknowledgment to our customers,” said Park. “We appetite to be omnipresent. Phoenix can be a far drive, and we appetite complete coverage.”
Tuft & Needle, which Park founded in 2012 with adolescent Penn State alum JT Marino, is based in city Phoenix off Admirable and Seventh streets. The aggregation awash mattresses alone online until the aperture of its aboriginal retail amplitude in San Francisco’s SoMa adjacency in summer 2015.
The aggregation sets its prices beneath that of its competitors, alignment from $325 for a accompanying to $700 for a California king. After averaging the prices of 55 accompanying and 77 California baron mattresses on Mattress Firm’s website, the retail giant’s boilerplate amount for a accompanying is $671 and the
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