How Many Emma Mattresses Are There

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The UK’s Most Awarded Mattress, Made in the UK.

Our exceptional product quality has been proven to provide the greatest sleeping experience. With awards, endorsements and recommendations from notable testing agencies such as Which?, The Independent, T3, Good Housekeeping and many more. Our Emma Original is the UK’s most-awarded mattress in 2019, but don’t just take their word for it! Take advantage of our risk-free 200-night trial and try it out yourself.

"Emma has managed to rise above the excellent competition in this area to be crowned best mattress."

"Exceptional. It’s one of the highest-scoring mattresses we’ve tested in years!"

Which? Consumers’ Association, 2019

"This is as good as it gets. "

The Independent, 2019

"The ‘Emma Original’ mattress – best mattress for all-around comfort."

Ideal Home, 2019

"Substantial firm mattress that provides best nights sleep."

Good Housekeeping Institute, 2018

"This design provided a comfortable, non-sweaty night’s rest for both our testers."

"There is no doubt that this is the UK’s leading mattress!"

The Mattress Guide, 2020

Made with you in mind.

200-Night Trial

Now isn’t the time to worry about having to make a quick decision about whether the Emma products are perfect for you. That’s why for now we have doubled our risk-free trial period from 100 to 200 nights, So, relax, take your time and enjoy.

Free, no-contact delivery

Each Emma product is delivered factory-fresh and brand-new straight to your doorstep. Our no-signature regulation cuts out all unnecessary contact between you and the courier service. And as usual, delivery and returns are entirely free.

10-Year Guarantee

Your mattress comes with a 10-year guarantee. That’s how sure of its quality we are. So, in the unlikely event that you have any problems, let us know and we’ll sort it out.

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Mumma S

"Fabulous mattress! My husband often complained of back troubles in the past (he’s 33yrs old) so we decided to invest in an Emma mattress after reading the reviews. We are so glad we did! It’s perfect for us and we wouldn’t go back to cheapy/rubbish mattresses ever again."

Ross E

"I was very doubtful of the reviews and ratings which kept coming up online, but I took a gamble and opted for an Emma mattress. There is absolutely no way I would return or replace it as it is literally the best mattress I’ve ever had. Couldn’t be happier with it."

John G

"Amazingly comfortable mattress and excellent customer service. I bought a King and we slept on it on the floor for some time after buying our new house — even on the floor it was really comfortable! You cannot feel the other person in the bed moving around at all."

Patricia C

"Loved it from the first night! Extremely comfortable and easy for me to move on my own. My last mattress was a traditional one and a nightmare to move, taking 2 people, so the Emma is a delight after that. My sleep has improved too. I really highly recommend it."

Don’t just take our word for it – see for yourself! Find out which Emma is right for you.

Why there are so many online mattress-in-a-box companies

Some industry insiders estimate there are as many as 100 brands selling compressed foam mattresses online

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Since Casper launched its “mattress in a box” concept in 2014, digital-savvy entrepreneurs have been launching new mattress brands online seemingly every week. Each offers a state-of-the-art mattress made with patented new materials or an innovative design, all compressed into a small box for easy shipping right to your doorstep.

A Layla mattress is two-sided, giving you the choice between a firm or soft mattress. Eight offers a mattress with smart home integration, collecting data on your rest as you sleep. Bear mattresses use “Infrared Yarn Technology” to help athletes and those with active lifestyles recover faster. The Avocado mattress is made of all organic, nontoxic materials.

It’s hard to know just how many online mattress-in-a-box companies are floating around, but one such company’s CEO said the number could be as high as 150. Another said the number of mattress manufacturers, which are rarely the startups actually marketing the mattresses to consumers, is close to 500.

Ideally, a mattress is something you buy once every eight to 10 years, when an old one wears out or a major life event like getting married creates a new household. One can find a quality mattress for around $1,000. Given this is a relatively affordable, infrequent purchase for most households, why do so many companies see an opportunity in the online mattress space?

“Since you have all these mattress manufacturers anyway, if you can find a manufacturer that will manufacture the mattresses on a private label and slap your brand on, then you’re in business,” said Daniel Galle, cofounder of Nolah Sleep. “There are very little barriers to enter so you see these massive amount of brands coming up.”

How mattresses made it online

Mattresses were among the last consumer products to find a footing in e-commerce. Traditionally, mattresses have been sold by mom-and-pop stores, retail chains like Mattress Firm, and department stores. Because mattresses sell at relatively high profit margins—a mattress can be manufactured for as little as $250—a mattress store needs to sell only a few mattresses to cover its costs. These dynamics have also led to a boom in the number of mattress stores in America.

Aside from, say, Tempur-Pedic, which pioneered memory foam mattresses, most people probably couldn’t name the brand of mattress they slept on prior to the rush of online brands.

This was partly by the industry’s design. If consumers recognize a brand, then they can go to another store and shop for the lowest price, creating a situation where mattress stores are slashing prices to compete with each other.

“Those mom-and-pop shops don’t want to compete on price against Mattress Firm, so every one of the stores gets a slightly different mattress so it’s hard for consumers to price compare across locations,” said Mike Stewart, a partner at Bain and Company who follows the mattress industry. “What that does is it also makes it hard for the consumer to understand your brand.”

For decades, this was the norm in the mattress industry—brandless mattresses in mom-and-pops and chains at high margins. But when Casper raked in $1 million in the first month of selling the Casper-branded “mattress in a box”—a concept that overcame the litany of costly logistics issues that accompany shipping something as large as a mattress — a bevy of entrepreneurs saw an opportunity to capture market share in the $15 billion mattress industry by creating digital brands that appealed to millennials, who are driving the rise of online shopping.

Mattress-in-a-box companies are really digitalmarketing companies

To understand why there are so many brands in the mix, it’s better to think of these companies less as mattress companies and more as digital marketing companies. Aside from a few exceptions, like Purple and Tomorrow Sleep, which is a subsidiary of Serta Simmons, most online mattress companies don’t actually manufacture their own mattresses; they subcontract the manufacturing and simply slap their brands on the product.

Companies do play a role in the design of their mattresses, which can include how it’s constructed and the materials used. This is usually true of any brand that wants a significant variation on the mattress, but construction and assembly of the mattress is almost always handled by another company.

Just like mattresses sold in a physical store, margins on the mattress in a box are still high, meaning startups only have to sell so many to cover their operating costs. And because these companies exist mostly online, their operating costs can be even lower; all they need to do is maintain a website and buy ads on the internet. Some of the bigger brands will also buy physical ads, like Casper does in the New York City subway, but the logistics of shipping and manufacturing are outsourced.

“People ask me what it takes to get into this space,” said Bryan Murphy, founder and president of Tomorrow Sleep. “If you have a [Google] AdWords account [to buy digital ads] and you know a subcontractor, you can sell a mattress online.”

According to Forbes, online mattress sales made up 5 percent of all mattress sales in 2016, and that number was on track to double in 2017. It’s hard to know exactly how much of the $15 billion mattress market online companies can ultimately capture, but there’s likely a hard ceiling because most consumers, particularly older ones, want to try the mattress before buying it.

Online mattress retailers have tried to overcome this hesitation by offering free returns within a window that can be as long as three months, and it’s working to the extent that the online mattress space is growing. But industry insiders Curbed interviewed for this story pegged the ceiling for the online market share at somewhere between 20 and 30 percent of all mattress sales.

The other factor holding back growth of online mattress sales is the fact that the mattress industry as a whole doesn’t have much opportunity for growth, and the growth in online sales will ultimately have to come from cannibalizing sales from retail stores.

“When you have a mature market like this, pretty much all the growth of the online sector is going to come from the shrinkage of the traditional retail sector,” said Utpal Dholakia, a marketing professor at Rice University. “I would say this is going to be a very slow and progressive change as this online channel becomes more and more significant, but up to a point.”

Can all these companies survive as competition heats up?

In the short term, the industry can likely sustain a high number of online mattress companies because many of them are funded by venture capital. With the online sector projected to grow, there are plenty of people who think they can create a brand that clicks or pioneer a variation on the traditional mattress that will become popular with consumers.

Investors might show patience with the companies because the operating costs are so low. While many of these companies are undoubtedly losing money, it’s probably not much, given the bulk of the costs are related to buying online ads, customer service, and maintaining a website.

At the same time, the price of ads is going up for mattress companies because of all the new players in the space. In Google AdWords, companies bid for ads related to keywords such as “mattress” or “best mattress.” The more companies there are bidding up the price, the more it will cost to lure in new customers, and some companies will get priced out as the space gets more competitive.

“I think you’ll see brands start to disappear over the next couple of years,” said Scott Paladini, founder of Bear Mattress. “There’s a lot of growth, so people could get away with it, but as growth starts to normalize, customer acquisition costs are going to rise. People are going to be under pressure.”

The competition has already gotten quite heated. Because consumers can’t try most online mattresses before purchasing, they turn to mattress review sites like MemoryFoamTalk and Sleepopolis. But these sites have started developing financial relationships with individual online mattress companies.

Recode recently exposed MemoryFoamTalk’s relationship with Nectar, which the site named as its top-rated mattress. After suing Sleepopolis for not properly disclosing that it received commissions for referrals to certain brands, Casper simply bought out the site, which now favorably reviews Casper mattresses.

These types of business tricks are symptomatic of an industry where numerous players are fighting for what will be a finite amount of market share in an industry with slow overall growth. There’s a window for a handful of online mattress brands to become real players, and the fight to be one of those could get vicious.

“I would think there’s going to be two to three of those [mattress in a box companies], then I think the door is still open for somebody that does something more innovative than a bed in a box and uses online as their retail channel,” Stewart said.

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OTTY vs Emma: which mattress should you buy?

We put the Emma Original and OTTY Hybrid mattresses head-to-head to find out which is best

In this OTTY vs Emma mattress comparison, we put two of the best mattresses in the UK head-to-head to help you decide which one to buy. In one corner, we have the Emma Original mattress: an outstanding memory foam option that’s quickly become one of the most recognised bed-in-a-box mattresses in Europe.

In the other is the Otty Hybrid: a superb hybrid bed-in-a-box that’s winning rave reviews across the UK, and comes with a notably cheaper RRP than its competitors. So which is the best mattress? We’ve tested both, so in this article we’ll compare the OTTY Hybrid and Emma Original in a number of different areas to help you decide.

The good news is that the Emma and OTTY both come with a 100-night trial, taking the pressure off your decision-making. If you decide you don’t like one within this time, you’ll get your money back and the mattresses will be collected free of charge. That said, our OTTY vs Emma comparison gives you everything you need to know to help you pick the right one, first time.

OTTY vs Emma: design

The main difference between the Emma and OTTY lies in the materials: the Emma Original is a purely foam mattress; the OTTY Hybrid combines foam and pocket springs. Both mattress are 25cm deep, and both manufacturers make their mattresses in a range of UK and EU sizes.

OTTY Hybrid

The OTTY Hybrid comes in six UK sizes (single, small double, double, king, super king and emperor), three EU sizes, and is designed to suit all body types and sleeping styles – but is particularly good for side sleepers.

It consists of five layers, and is 56% spring to 44% foam. On top, a cool blue gel-infused memory foam layer will cushion you, while regulating your temperature – keeping you cool in the summer and warm in the winter. Next, a cushioning HD Reflex foam layer provides additional comfort; followed by 2,000 encapsulated pocket springs. These are a generous 14cm deep for better back and joint support (many competitors’ springs are just 2.5cm) – and the space created between them is designed to enable better airflow and reduce overheating. At the base, a high-density foam layer creates additional support.

It’s also with noting that this mattress has a hypoallergenic cover, so it’s ideal for those who suffer from allergies. Like the Emma, the cover is machine-washable at 40 degrees.

The OTTY Hybrid doesn’t need flipping – but it does need to be turned head-to-toe once a month for the first year to help prolong its life – and it’s suitable for use on the floor or any flat bed frame.

Emma Original

The Emma Original comes in five UK sizes (single, small double, double, king and super king), three EU sizes, and has been designed to suit all body types and sleeping styles. It consists of three layers of pressure-relieving foam, starting with 30mm of breathable "Airgocell" foam. This prevents you from overheating throughout the night, and also reduces motion transfer, so you won’t notice a restless partner.

The second two layers provide support. There’s 20mm of memory foam, which contours to your body, cushioning pressure points – like shoulders, hips and knees – and keeping you comfortable in any position. Underneath, a firm base layer of polyfoam gives the necessary counter pressure, providing additional shoulder and hip zoning to support your lower back and ensure correct spinal alignment.

Finally, there’s a removable and machine-washable cover on top. This has been designed to help regulate your temperature as well.

The Emma Original doesn’t need flipping or turning, although it’s a good idea to turn it head-to-head regularly for the first few months. It’s also suitable to be placed on any surface: the floor, a box spring or slat base are all fine – just make sure slats are less than 5cm.

Winner: Emma

The Emma Original marginally takes the lead on a design front, for the sole reason that it has handles. This makes it easier to manoeuvre than the OTTY Hybrid, which currently only comes with handles if you order the super king size. (Although we’re told all OTTY mattresses will have handles by the end of the year.)

However, it’s impossible to judge which mattress has the better construction. The Emma and OTTY use different materials and layers to try and achieve the same thing: namely, a mattress with superior comfort and support that will work for everyone – no matter your body shape, size or sleeping style. And both do that well. Whether you choose the Emma or OTTY shouldn’t come down to design alone: comfort and price need to factor into your decision.

OTTY vs Emma: price

OTTY prides itself on its competitive pricing, and if we look at RRP alone, the OTTY Hybrid is cheaper than the Emma Original.

  • OTTY Hybrid (RRP): single – £379.99, double – £549.99, king – £649, super king – £749.99, emperor – £799.99
  • Emma Original (RRP): single – £429, double – £649, king – £699, super king – £799 (no emperor size)

However, both brands run cheap mattress deals all year round, which lower costs significantly.

Is The Emma Mattress Still A Best Buy In 2020?

It wasn’t long ago that I was researching mattresses in the UK market when I came across a brand name that popped out at me for some reason. There are plenty of new upstarts appearing and then disappearing all too often, but the reason why this one caught my attention was because I had seen it some time ago and dismissed it for another one of those soon-to-disappear mattress brands. I was obviously wrong because here I was again, this time much more intrigued, flicking through every page of their website and analyzing every layer of their mattress.

As the title of this review would suggest, it was Emma Mattress that caught my eye. A few weeks later, I managed to get my hands on one. I couldn’t let the opportunity pass up on reviewing for myself aWhich? Best Buy (Mattresses June 2017). Read on for all the details or click the button below to check out the latest price.

Table of Contents

Emma Mattress Review

Established since 2015, Emma is a UK based company who work with leading manufacturers to produce the Emma Mattress, and Pillow too. The mattress is assembled in Derby, and so far appears to have one mattress under its belt and no brick and mortar showrooms. This is the new norm in the current mattress industry, and some of the best in the world have done extremely well using the same modus operandi .

What’s Inside An Emma Mattress?

Before we get into the review, let’s take a look inside the Emma and discuss some of the layers and materials which make up the core of this hybrid mattress.

Every Emma no matter the mattress size you choose will be 10″ thick (25 cm). Essentially it is made up with a mixture of 4 different layers. It has3 layers of foamand1 layer of pocket springs. Here’s how they are arranged, starting from the bottom up:

  • The base layer iscold foam. This is a durable base that provides the counter-pressure whatever your sleeping position. Notice how there are holes across the base. This allows for effective body heat dissipation which ensures a cool night’s sleep. Also, note how each hole has a slit across the width of the mattress. This allows for pressure-relieving support of your lower back and other body parts by helping the high-density foam to contour easily.
  • On top is a layer of traditionalvisco elastic memory foam. This material is good for body contouring and pressure point relief, proving useful for those with bad back issues or other types of joint pain.
  • Then comes the layer of up to 2000pocket springs. If you’re wondering why you cannot see any springs it’s because they are within the border of foam. This is the reason that you cannot see the pocket springs from the side, but can when removing the top layer. This type of spring system is much better than the old Bonnell springs found in cheaper mattresses because they offer better motion isolation, thus making it ideal when sharing the bed.
  • Finally at the top and nearest the sleeper is a specialAirgocell foamlayer. This is an open-pored and breathable type of foam that is supposed to help keep you cool at night and also be an effective motion isolator – Both subjects upon which I will cover in detail below.
  • The grey removable and washable zippered cover is made of 98% Polyester and 2% Elastane and has anti-slip elements at the bottom for added traction when placing on the floor or Divans.

Delivery and Packaging

After a hectic week, I woke up one Friday to an email from UPS regarding my delivery. I was home all day so was patiently waiting for my package to arrive.

Overall, the delivery experience was extremely swift. Within a week the boxed mattress was being pulled off the van and into my hallway by two no-nonsense looking delivery guys. The roll-up and vacuum packed mattress may be boxed and easy to transport compared to a traditional non-rolled type, but boy was this thing heavy (30 kg according to Emma’s mattress spec sheet). UPS didn’t take the package up to my bedroom (I didn’t ask them to, perhaps they would have if asked), but I like to do all my unboxing and some picture taking in the dining room. Luckily my sister-in-law was staying over so we later managed to haul up the rolled mattress (out of the box now) to the bedroom and lay out across my wooden slats. Bear in mind, this is almost certainly a two-person job.

As you can see, somewhat battered and bruised, the box wasn’t exactly perfect. Luckily the strong plastic vacuum wrapping is extremely good at protecting the mattress from a damaged box, any water seepage or other calamities that may occur during transportation.

Setting It Up

It’s pretty much the same process with the Emma as it is with other bed in a box solutions. In their own words, simply remove Emma from the box, roll out the mattress onto a flat surface (in my case a King size Ottoman bed), and use the enclosed cutter (found stuck on the back of the instruction manual) to gently cut and remove the plastic film. Emma needs only a few hours to breathe and is then immediately ready to be slept on.

This is a process that most people should be familiar with if you have purchased a bed in a box mattress, usually a memory foam or hybrid, within the past 5 years or so. If not, it really is that simple. Please note that when removing the packaging it’s important to use the included tool. The vacuum seal is very tight and using a knife or scissors could damage the mattress.

Not all mattresses are compatible with every type of bed. Luckily Emma will suit almost any bed, including your traditional Divan, slatted beds and even on the floor.

There was some off-gassing which was almost expected given the type of mattress and the fact is was sealed up. Off-gassing isn’t generally a problem, although I have read some 1 or 2 sentence customer reviews in the past for other brands where a perfectly good mattress loses marks for days of off-gassing. With the Emma, the odour wasn’t too strong – I left the bedroom window open for a few hours. That night there was a slight smell remaining but by the following early afternoon, it was gone. That’s approximately 24 hours, which is acceptable.

The mattress actually appeared to fully expand within 15 minutes or so. It was 10″ high and seemed level across the entire surface in no time. However, I was still not prepared to use it without waiting for the advised 3 or 4 hour wait. Even until today the mattress hasn’t gained or lost any height that was achieved within the first 15 minutes of expansion.

The Feel and Sleeping Positions

Emma claims their mattress is for everyone. It is supposed to provide maximum adaptability through their topmost Airgocell ® layer. This is an interesting claim because everyone has different needs. However, it is widely accepted that a majority of people will opt for a medium feel as opposed to a plush or firm when given a choice. The Emma Mattress, in my opinion, is amedium firmness. Simply put, it’s not too hard and not too soft, just right. So far, I have experienced no issues with support or spinal alignment, and four weeks into using I have not developed any aches and pains either.

The decision to place the springs in-between two layers of foam has proven quite effective too. The pocket springs offer some bounce and provide some give for the two outer layers of foam. It also eliminates that stuck or sinking sensation which memory foam can often be too much to handle, but yet the contouring and hugging sensation that memory foam is most famous for is still present.

In terms of sleeping position, I am primarily a side sleeper but also quite often sleep on my stomach. For both of these sleeping positions medium works just fine. Those who specifically need a firm mattress or require added support for back issues may find a medium-firm or firm option much more suited.


I thought to include this section because I can’t stress how much I love the look of this mattress. I have seen some awful looking mattresses in my time. Some are way too bright and colourful whilst others are oddly patterned. In my opinion, the Emma is one of the best looking mattresses I have seen for a while. My wardrobe is full of charcoals and blacks, which is probably why I love the look of Emma so much. Obviously, I had seen it online, but in person, you get a better feel of the quality and design, which all play part in overall aesthetics as well as build quality. I love the grey fabric cover contrasting with the white. The fabric handles add a nice touch whilst also making it easy to transport and move around at a later date if required. Even the tiny logo in a pop of blue finishes things off nicely. It oozes a premium feel almost without trying and pictures certainly don’t do it any justice.

Almost every mattress will usually be permanently covered with bedding and the duvet, but that’s not the point. For me, there is an element of satisfaction knowing that my mattress looks as good as it feels.


In my opinion, most modern mattresses typically last anything between 6-8 years. Any mattress being used longer than this period and I would be surprised if it was offering the same level of support and comfort, no matter what the manufacturer claims. This is obviously great news because most of the best mattress brands are offering between 10-20 year warranty on their products.

Emma are no different. They seem confident enough in their product to offer a 10-year warranty on the dimensional stability and durability of the core materials.

Four Weeks On, And The 100 Night Trial

It’s important to use any new mattress thoroughly before deciding on whether to keep it or not. Getting used to your mattress is key, which is why testing one out for a few minutes in a showroom is generally a fruitless exercise. Emma recommends using their mattress for at least 3-4 weeks before sending it back even though they give you the flexibility of trying it risk-free for 100 nights. Well, I have been using it for 4 weeks now, and can safely say that within a few weeks I had decided this was going to be a keeper. Four weeks in and my mind hasn’t changed and I doubt it will by the end of the 3+ month trial period. For those people who may need more than a few weeks to decide, or have decided already, simply call the customer support team if required within 100 nights – they will pick it up, no questions asked, and issue a full refund.


Mattresses are one of those bulky purchases which not only cost a lot, but for some people are also a pain to choose, buy, and then dispose of when it comes to getting rid of the old one too. Although in-home trials are common and lengthy, the whole process of having to return a mattress and then go through it all over again, until you find the perfect mattress for your needs can be quite a hassle for some. That’s why it’s important to get it right the first time. With the Emma Mattress, I would say this is one of those purchases that for the money is a safe choice and still a “best buy“. Being a mid-range product it isn’t the cheapest on the UK market, but it does perform well enough to warrant a trial at least.

The last mattress I was using before Emma came along was a relatively new high-end 7 zone mattress which was perfect for my needs, and I genuinely thought that I would miss it. But I don’t, and that’s because for this category and price range, so far I am hard pushed to find any negativity to raise about the Emma. If you’re convinced and want to buy one or read more click the button below to check the latest price.

The Real Reason There Are So Many Mattress Stores in Your Town

With brick and mortar stores suffering their painful deaths as we speak, have you ever wondered how so many mattress stores manage to survive — or even thrive — when they’re all situated within a five mile radius of one another?

Think about it. A mattress isn’t something you buy every day or even every year. Yet somehow strip malls often include stores devoted to nothing but mattresses. These retail destinations often face one or two other stores selling the exact same thing just a stone’s throw away.

According to one source, there are 9,000 specialty bed and mattress stores nationwide. That’s a lot of stores for something people only purchase every ten years on average. So why are there so many mattress stores, and how do they cut it in today’s world? The answer may surprise you.

1. Mattresses are high-margin items

You don’t need to sell many to make a profit. | vadimguzhva/iStock/Getty Images

In the grand scheme of retail, you don’t need to sell as many mattresses to make a huge profit. At grocery stores, profit margins hover right around 5%. Meanwhile, a $3,000 mattress costs about $300 to make — giving mattress stores a whopping 9,000% profit when they sell one.

Next:This is why you only see one salesperson there all the time.

2. They don’t need many employees

Fewer customers means fewer employees. | JackF/iStock/Getty Images

Unless they’re having an 80% off sale, you won’t typically find mattress store swarming with customers. Less foot traffic means fewer employees, and fewer employees means less overhead for the store.

Plus, the stock isn’t constantly changing like it is at clothing retailers or grocery stores, so it’s cheaper to keep the store stocked.

Next:Here’s the reason online sales aren’t dominating.

3. People want to touch them

People want to know what they’re buying. | Igor-Kardasov/iStock/Getty Images

You may know someone who ordered their mattress online. Companies like Casper and Leesa are popping up left and right, hoping to cut the middleman out of mattress selling and offer mattress-in-a-box offerings at cheaper prices.

But like a few other things, mattresses are a hard sell for the internet. People like to touch them and test them out, which is something they can only do at — you guessed it — brick and mortar mattress stores.

Next:The one place mattress store owners don’t spend money.

4. Stores are their own advertisement

The stores sell themselves. | ablokhin/iStock/Getty Images

Mattress store owners don’t have to spend tons of money on radio or newspaper advertisements or billboards. With their gigantic neon signs lit up 24 hours per day, plus their self-explanatory store names, mattress stores advertise just by existing.

Next:This is the weird thing about competition.

5. They steal each other’s customers

They run lots of sales. | smodj/iStock/Getty Images

Ever notice how McDonald’s usually has two or three other competing fast food restaurants nearby? The concept of multiple mattress stores in a small area is similar.

Once someone decides to buy a new mattress, they usually want to shop around and make sure they’re getting the best deal. Mattress store owners know that shoppers will typically visit several stores before breaking out their credit card. It’s simply a matter of staffing the best salespeople and having the lowest prices in town.

Next:Here’s why so many people buy mattresses at the same time.

6. The recession created demand

During the recession people put off buying mattresses. | Naypong/iStock/Getty Images

Mattresses are expensive. During a recession, people put off buying new mattresses, creating a sort of mattress store boom once the economy started to turn around. This happened between 2008 and 2012, and the bubble resulted in supply meeting demand in the form of more and more mattress stores.

People typically purchase new mattresses when they move or get married, or every eight years on average.

Next:Buying a mattress is special for this reason.

7. People care about mattresses

Quality sleep is important. | sergeyryzhov/iStock/Getty Images

At the end of the day, most people put a lot of thought into purchasing a new mattress. They ask their friends where they bought theirs, they solicit Facebook opinions, they read reviews, they shop around. For such a large, expensive item that you’ll use almost every day, that kind of meticulous planning makes sense.

The reason mattress stores may survive the retail apocalypse is that people care about the product. After all, a good night’s sleep is worth the cost.

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