Dive Brief:
- Entering wholesale for the first time, sustainability-focused brand Avocado Green Mattress is now available through the home retailer Living Spaces, according to details emailed to Retail Dive.
- The direct-to-consumer mattress company is on sale at nine Living Spaces locations across California as of Monday, including in Los Angeles and San Diego.
- Avocado Green Mattress aims to be available in more than 600 stores by the end of the year by adding more wholesale partners to its business.
Dive Insight:
Avocado Green Mattress is eyeing wholesale as a means to grow moving forward.
“We’ve experienced tremendous growth and interest in our products continues to soar,” Avocado co-Chief Executive Officer Vy Nguyen said in a statement. “After doubling our retail footprint last year, we’re seeking partners across the U.S. and Canada that can help us spread our mission and connect us with customers who want to go organic.”
The mattress brand opened seven locations in 2022 within key markets such as New York City. The showrooms are designed to demonstrate both the brand’s products and values to customers, but they do not stock inventory at the locations as each mattress is handmade to order.
Avocado Green Mattress was co-founded in 2015 by Jeff D'Andrea, Dan D'Andrea, Jay Decker and Mark Abrials in Hoboken, New Jersey. In 2018, the brand merged with Brentwood Home. Brentwood Home has been making mattresses and pillows since 1987.
The mattress industry has seen increased competition over the last few years, leading some brands to shift their focus while other retailers have struggled to keep afloat.
Disruptor brand Purple earlier this year announced it would focus on “premium” customers in 2023 amid declining revenue. The company’s net revenue dropped 22.2% in the fourth quarter to $145.1 million, with its website sales dropping 43.4% and showroom sales increasing by 41.3%.
In January, bedding manufacturer and retailer Serta Simmons filed for Chapter 11 bankruptcy, with its CEO saying its proposed agreement would create a “stronger financial foundation.” The company owns DTC brand Tuft & Needle, which it merged with in 2018.
