Direct-to-consumer mattress brand Naturepedic is set to make a significant impact in the bedding industry by expanding its store fleet and diversifying into new categories.
As Naturepedic celebrated its 20th anniversary last year, the company decided to broaden its assortment, said Arin Schultz, vice president of marketing and sales. “It’s about the brand becoming more of an authority in bedding,” he explained. “It’s not ‘whole home,’ but it is ‘whole bedroom.’”
To enhance its physical retail presence, Naturepedic plans to conclude this year with 40 branded store locations. By May, the company operated 22 locations, including 12 company-owned units and 10 franchises. All upcoming stores will be company-owned.
“More than 50% of people want to start their mattress journey in a store,” noted Schultz, highlighting the underperformance of traditional mattress retailers.
Leveraging data from its e-commerce operations, Naturepedic is strategically locating new stores, which will also stock sheets, duvets, and other sleep accessories. “Once the box is done, we can get a store set up in three days,” Schultz added.
Naturepedic maintains robust relationships with Crate & Barrel, RH, Pottery Barn, and Target online. “We are not abandoning the wholesale business by any means,” Schultz emphasized. The company is also pushing boundaries, recently launching the first of several category expansions. This week, Naturepedic introduced five new sheeting collections: percale, sateen, and waffle (all made of certified organic cotton), as well as linen from French flax and muslin. Additionally, Naturepedic introduced ethically sourced natural alpaca wool and down duvet inserts.
These new “Bedding Made Better” collections complement Naturepedic’s existing bedding offerings, including mattress toppers, mattress protectors, and pillow protectors.
“We’ve been selling sheets for over a decade, but it was very vanilla – white and beige, and only in sateen,” Schultz said.
The new products come in 10 muted earth-tone colorways, with each collection including duvet cover and sham sets. The muslin and waffle lines also feature blankets.
This fall, Naturepedic plans to expand into even more product categories for the bedroom, though specifics are currently under wraps. Stay tuned for more exciting updates from Naturepedic as they continue to redefine the bedding market.
