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From Home Furnishing Business
BedInABox Redesigns Website, Updates Mattress Collection
November 5,
2019 by Laurie Northington in Business Strategy, Industry 
Boxed mattress brand BedInABox has announced its updated range of mattresses, and a redesigned direct-to-consumer website to drive sales.
The five-model mattress collection is poised to compete against the newer players in the boxed bedding arena and the ever-changing competitive retail space.
Founded in 2006, BedInABox was an early entrant in the boxed bedding category and committed early to an e-commerce strategy. The retailer’s memory foam mattress compression technology was designed by the company’s founder who invented a machine that packs beds into boxes.
BedInABox is now aggressively targeting the rapidly growing segment of consumers who are comfortable making big-ticket purchases online. The site, www.bedinabox.com, is designed to supplement the brand’s business with brick-and-mortar retailers, many of whom responded positively when the BedInABox Collection was introduced earlier this year.
“With the rebranding and relaunch of BedInABox, supported by the redesigned website, we’re offering a unified messaging that pushes the brand out to consumers online and helps support our retailers selling the product in stores,” said Dan Manning, North American bedding sales manager. “This allows us to extend our consumer brand into the e-commerce channel without disrupting our brick-and-mortar business. We’re targeting consumers who probably wouldn’t shop in a traditional retail store in the first place, and we’ve promised our dealers we won’t undersell them.”
BedInABox offers five mattress designs that address a variety of sleep needs. Four of the mattresses from the new collection are all-foam models – all of which include CoolRest gel-infused memory foam for increased air flow and cooler sleep. Higher-end models add other types of cooling technologies.
The fifth new model is a hybrid mattress that features a one-inch layer of micro-coils, a seven-inch pocketed coil innerspring unit, and two types of specialty foams.
In addition to the mattresses, the site features a variety of sleep accessories, adjustable bed bases and foundations. It also allows consumers to bundle a mattress and adjustable base in a single purchase and receive a discount of 25 percent.