“There is a certain proper and luxurious way of lying in bed. Confucius, that great artist of life, “never lay straight” in bed, “like a corpse”, but always curled up on one side. I believe one of the greatest pleasures of life is to curl up one’s legs in bed. The posture of the arms is also very important, in order to reach the greatest degree of aesthetic pleasure and mental power. I believe the best posture is not lying flat on the bed, but being upholstered with big soft pillows at an angle of thirty degrees with either one arm or both arms placed behind the back of one’s head.”
― Lin Yutang, The Importance of Living

Serious question: how many online mattress companies are there?

I am a podcast and public radio listening millennial who wants to support small businesses, and buys into the idea of buying more or less straight from a manufacturer or designer. This sort of model is right up my stereotypical street. However, the sheer amount of options being lobbed at me as we look at trying to fit out a new place are ludicrous. Caspar, Eve, Simba, Leesa, Yogabed, Tuft & Needle, Loon & Leaf, Keetsa, and goodness knows what others I’m missing–I’m sure the comment section will educate me.

More curiously, what was the impetus for every start up and their ping-pong-court-and-smoothie-bar-holding campus to decide that mattresses was the next great frontier to be conquered? What caused this convergence? Have we reached peak, direct to consumer mattress yet? And did they all use the same two branding agencies or something? So many mysteries…