Similarweb is starting a series of blog posts and white papers, focusing on industries where disruptors have entered the market and upended the status quo. We aim to explore, from consumer insights and investor perspective, the impact disruptors have on incumbent retailers, and the strategies and tactics used by both sides to tackle the perceived threat.
Our first topic will focus on the mattress wars. Mattresses, a $15B industry in the US, that, until 2014, featured limited brand awareness, high variability in price and quality, and was primary sold through a mix of local and chain stores. Enter the direct-to-consumer (D2C) mattress model, spearheaded by brands like Casper and Tuft & Needle, who offer a standardized product, at a fixed price, free delivery, and a 30-day return window. The disruption has spawned dozens of D2C mattress brands, with online retailers entering the space, and may have contributed to the largest mattress retailer filing for Chapter 11.