
Foam tech from Nasa, two options, and D2C sales: how Wakefit.co disrupted a sleepy mattress market
A direct-to-consumer model and investment in foam R&D helped Wakefit.co reel in customers by offering superior-quality mattresses at significantly lower prices. With just two types of mattresses rather than several varieties, which would confuse shoppers, the Sequoia-funded startup cut the clutter and made decision-making easier for consumers.