In the last few years, a number of mattress and bed companies have emerged. It is not surprising that the last few years have been marked with startup company launching. One of them is Purple, which was launching in 13 locations of mattress firm store few days ago. As told by Sarah Buhr on Forbes, before Purple, Tuff, Needle, and Casper also recently introduced their own branded physical stores.

The Utah-based mattress startup has a different story in its journey to the moment of startup company launching. The company recently merged with a New York-based shell company. The mattress company takes some different approaches for its products:

Startup company launching: Interesting Things About Purple

Selective Store Location

Being a startup in bed and mattress business, Puple takes a different approach to the market. It builds a partnership with mattress retail giant, namely Mattress Firm, which now has more than 3.500 locations nationwide. Actually, some other startups also do the same approach. For instance, Casper makes a distribution deal with Target and West Elm stores.

However, instead of supplying its products to all of the Mattress Firm stores, Purple selectively sells its products in only 13 stores located in Washington DC. The company is setting a plan to roll its products out in Mattress Firm stores in Texas, Austin, California, and Sacramento.

Market Research

Before rolling out to the next cities, Puple wants to see how the customers receive its mattresses in the nation’s capital first. Washington DC is chosen as a location for market research before planning nationwide distribution. Then, the company will plan a market strategy based the evaluation of product performance since the startup company launching.

Next-Generation Products

Of course, every startup will claim to have unique products and unique concept. Purple also does the same strategy. Washington DC serves as a pilot project. The company sells new lines of mattress, which are designed with cutting-edge technology. The company uses Hyper-Elastic Polymer technology, which cradles the hips and shoulders, disperses pressure evenly, as well as providing superb support.

Purple has a strong commitment for continuous improvement of its products. The company has not clearly mentioned the initials of the product. Instead, it is resolute on providing the most supportive, durable, and comfortable mattresses on the market. The company applies proven sleep science to make people feel better.

Interesting Offers

After the startup business launching, Purple has participated in some events, such as Black Friday. It comes up with great deals. In the event, the company offers free pillow for every purchase. Furthermore, there are many interesting merchandises to choose from the stores, price discounts for orders at special times on the day.

Startups can learn many things from Purple. As a new comer in bed and mattress industry, Purple has successfully built great level of confidence in business. Of course, once the startup company launching is over, it does not mean that the homework is finished. Startups certainly face more challenges in surviving the competition, maintaining the financial health, and keeping the operations stable. With time, startups will learn more.