Naturepedic, a family-owned mattress company founded in 2003, is experiencing significant growth in 2024 due to the rise of direct-to-consumer sales. Focused on organic mattresses, they cater to health-conscious consumers looking for safer sleeping options. By adopting innovative marketing strategies and in-house promotions, Naturepedic is redefining the mattress shopping experience while emphasizing sustainability and quality.
It’s not every day that we see a family-owned business rise to new heights amidst fierce competition, but Naturepedic is doing just that! Founded back in 2003, this mattress brand has been a player in the market long before the now-popular bed-in-a-box trend took off. Fast-forward to 2024, and Naturepedic is witnessing its most significant growth year in over two decades, and it’s all thanks to a little thing called the direct-to-consumer (DTC) revolution.
The increase in DTC mattress brands, with their flashy ads and strong online presence, has made consumers more aware than ever of their sleeping options. Naturepedic seized the moment to ask an important question: “What am I really sleeping on?” With their focus on organic mattresses, they stand out from the crowd by ensuring that their products are made from materials like cotton and natural latex, steering clear of synthetic chemicals that are often found in many crib mattresses.
According to their Chief Growth Officer, Arin Schultz, the DTC wave has really fueled the company’s expansion. “The DTC trend really helped us grow as a company,” Schultz explained. As shoppers become more health-conscious and environmentally aware, it’s no surprise that Naturepedic is finding success by meeting their desires.
In 2024, Naturepedic saw record-breaking growth and is on track for another impressive year in 2025. Their strategic marketing strategy caters primarily to health-conscious, upper-income households that are likely college-educated, particularly on the coasts and in states like Florida and Texas.
The brand doesn’t just market mattresses; they promote a lifestyle change. Many parents taking care of their little ones are often looking for safer sleeping options, especially when it comes to crib mattresses. Naturepedic’s expertise in this area helps them craft messages that resonate deeply with target audiences, making them more than just a mattress brand—it’s about creating a safer, healthier sleeping environment.
To further engage with consumers, Naturepedic embraced a data-driven digital attribution model in 2023, using various marketing measurement tools such as Google Analytics and ad-tracking software Hyros. This innovative approach allows them to analyze market-specific strategies and experiment with bold brand awareness campaigns.
For instance, during the Super Bowl season, Naturepedic launched a memorable campaign featuring testimonials from NFL Hall of Famer Bernie Kosar. This clever move not only helped them connect with a wider audience but also specifically targeted viewers in the Midwest and Middle America, showing how adaptable their marketing can be.
Interestingly, Naturepedic elected to cut costs and develop an internal marketing team after finding that agencies didn’t meet their needs adequately. This shift has reportedly saved the brand “tens of thousands of dollars a month” in agency fees. It’s pretty clear that when a company takes the time to invest in nurturing its internal talents, the results can be quite astounding!
Naturepedic has also dedicated resources towards strengthening its SEO efforts, which has significantly boosted their search engine traffic. Furthermore, they have recognized the need for a strong public relations agency to aid in their growth, highlighting how vital communication can be in brand development.
Utilizing a variety of marketing channels like connected TV has proven effective across different markets, and direct mailers have been utilized in areas where they have retail locations, combining both digital and traditional strategies for a holistic approach.
As Naturepedic continues its upward trajectory, there’s no denying that they’re paving the way for a new kind of mattress shopping experience—one that values quality, health, and sustainability. If this record growth is any indication, it seems like more restful nights are on the horizon—both for Naturepedic and their customers!
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