Tomorrow Sleep hybrid mattresses are now available in CB2 stores across the U.S., making this its first venture offline and into brick-and-mortar stores.
This expansion is another example of an online bedding brand going offline, diversifying its channel approach in an effort to reach more people in different ways. I spoke with their team to learn why.
It was really important to us that we had the opportunity to expand our online sales before launching other channels, explains Lauren Frankel, Sr. Manager, Digital Marketing & CRM. This past year, we really got to know our customer — what they are looking for, the mattress buying time period, etc. We’re now able to leverage that knowledge to create a blended channel experience that gives customers the choice to try our mattress in-stores or buy it online with our 365-night trial.
Tomorrow Sleep is powered by Serta Simmons Bedding. This relationship makes Tomorrow Sleep an interesting blend of established industry sleep experience with the nimbleness of a startup. They launched in June of 2017 and exclusively sold mattresses online. It only took a little over one year before heading into stores.
Start here with our Tomorrow Sleep mattress review
Out of all retailers to choose from, we also asked: Why CB2? CB2 has a similar founding approach as Tomorrow Sleep, given they were both born out of larger corporations. CB2 was created from Crate & Barrel and offers hip and urban home essentials geared toward a younger population.
“We’ve always been huge fans of CB2’s aesthetic,” says Frankel. “They’re a well-respected brand with a great presence both across the country and online and we share a similar customer demographic.”
Also check out an exclusive interview with Tomorrow Sleep’s Founder
Traditional mattress companies are facing more and more competition as the bed-in-a-box business booms. While most brands work hard to market how they’re different, others are going as far as playfully picking on bed-in-a-box companies by stating you can only know how a mattress feels by trying it in a store — just check out this Raymour & Flanigan campaign.
That may be why many bed-in-a-box are expanding offline, giving customers an in-store experience, while still heavily pushing their online retail that typically includes risk-free trials and convenient return policies.
More than anything we wanted to provide our customers with an opportunity to try out our mattresses before they buy it. We’re first and foremost a wellness brand, and we hope that this partnership with CB2 will help us share our story with a new audience that values a good night’s sleep just as much as we do, says Frankel.
Tomorrow Sleep hybrid mattresses will be available in 13 stores across nine states. Note: They are only selling their flagship hybrid mattress in stores (in sizes twin, full, queen, and king), so if you’re looking for memory foam or a Cal King, stick to the online store.
Featured Image: @tomorrow on Instagram
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