Boring
The solution to the ever ridiculous world of mattress buying is to … launch a new mattress brand. At least according to former Tuft & Needle team members.
If you caught it this week, there’s another online mattress company. (You’re right to wonder why now.)
The irony here is that, in order to grow past a certain point, The Boring Mattress Co will likely do what others before it have done: get unnecessarily complex.
Building a brand to take on the paradox of choice seems decidedly not boring, but it will only remain that way if they have the courage to stay, well, boring.