Mattress Firm Creates Bed-in-Box Startup to Challenge Casper
- Tulo will be sold in most of chain’s U.S. stores by year’s end
- Brand targets millennial males who want to test mattress first
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Mattress Firm Holding Corp., aiming to shake up the bedding industry and appeal to younger shoppers, is launching an internal startup brand that will let customers pick out mattresses in stores and have them shipped in a box to their home.
Called Tulo, the new brand is targeted predominantly at millennial, male customers -- the kind of shoppers who might be inclined to try Casper Sleep Inc., an online rival that has pioneered the bed-in-a-box approach. Tulo’s debut follows Mattress Firm’s rollout two years ago of the Dream Bed mattress, a product that could only be ordered online.