Dive Brief:

• Parachute, a direct-to-consumer company known for its bedding and towels, introduced its first mattress on Jan. 17, ranging in price from $1,299 to $2,199. Along with free white-glove delivery service nationwide and a 90-day free trial offer, the company will dispose of consumers' old mattresses, according to a press release emailed to Retail Dive.

• The mattresses, ranging in size from twin to California king, have "no foam," and are made from "eco-friendly materials" such as New Zealand wool and 100% organic cotton, and also exclude adhesives, petrochemicals and chemical flame retardants.

• The mattresses will be available online, but can be viewed at any of the company's brick-and-mortar stores. Parachute has five brick-and-mortar locations in Los Angeles, New York City, San Francisco and Portland, Oregon, and a pop up in Chicago, and hopes to open 20 stores by 2020.

Dive Insight:

Five-year-old Parachute opted to throw its hat into an increasingly crowded ring with the launch of its first mattress. The category is changing rapidly in the wake of a wave of direct-to-consumer launches and the bankruptcy of both Mattress Firm, which filed for bankruptcy protection in October and Innovative Mattress Solutions, which filed this month.

But in a move that contrasts previous bed-in-a-box models from the likes of Casper and Nectar, Parachute won't use foam in its mattresses. The company instead will look to wool, which it believes will increase the longevity of the mattress, which comes with a 10-year warranty, according to the company.

While direct to consumer and mattresses appear to go hand-in-hand, with startups like Casper, Tuft & Needle and Leesa leading the disruption, Parachute may find its roots in bedding products (and now bath, tabletop and nursery) to be useful as the mattress competition heats up.

Nest Bedding earlier this month announced an Amazon-exclusive mattress and plans to open at least 15 stores by the end of 2019, and Casper announced plans to open 200 stores across North America. Parachute's latest move proves that brands believe there's still market share yet to be snatched up in the mattress space, although analysts have warned that a shakeout could be coming.