Mattress Firm to Take On Startups With Online-Only 'Dream Bed'
- Product designed for first-time shoppers and millennials
- Company looking to bounce back from last week's stock plunge
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Mattress Firm Holding Corp., a nearly 30-year-old retail chain, has seen the success that bedding startups are having with millennials and wants a piece of the action.
The company is introducing a mattress called the Dream Bed that it will sell on a dedicated website, seeking to compete with e-commerce companies like Casper Sleep Inc. The product will debut on Oct. 1, aimed squarely at 20- or 30-something shoppers who are already comfortable ordering a bed online.