“The web is how we create and fulfill demand. It’s what we rely on for growth.”Brooke Medansky
Head of Public Relations
In 2012, software developers Daehee Park and JT Marino each chipped in $3,000 to found an online mattress company. In starting the business, the longtime college friends hoped to fundamentally change a market hampered by “a lot of information asymmetry and fake markups,” says Head of Public Relations Brooke Medansky. “They had a terrible mattress shopping experience, so they took their developer's mindset and created a new process where customers could feel like they’re making good and informed decisions.” Tuft & Needle is the culmination of their work. They sell high-quality foam mattresses, made in America, directly to consumers. And true to their values of honesty and transparency, there are no hidden fees or gimmicks in the shopping experience—“just an amplified platform for customers to give real feedback,” says Brooke.
Tuft & Needle has been promoting their mattresses via AdWords, Google’s advertising program, since the very beginning. “Because we’re a bootstrapped company, we have to be very smart with our marketing and focus on things that work,” explains Brooke. Over 20 percent of their sales come through AdWords, and with a four-to-one return on investment, the team is “doubling down on it to grow even more.” Tuft & Needle also produces YouTube videos that cover everything from unboxing tutorials to FAQs. “We use video to give customers the information they need at every point of the purchasing process,” Brooke adds. And with digital insights from Google Analytics, they can “make sure ad campaigns are effective and take the business to the next level.”
About a million people today sleep on Tuft & Needle mattresses. The company has expanded their offerings to pillows, bed frames, mattresses protectors, and sheets. They began selling online in Canada in 2017 and now operate three showrooms in the Greater Phoenix area and Seattle. From revenues of just $1 million during their first full year, annual sales currently top $170 million. Tuft & Needle and their employees are also involved in charitable work around the country, and the company donates thousands of mattress to a network of nonprofits every year. “We believe that everyone deserves a good night’s sleep,” Brooke says. “Sleep is very important, and we’re proud to be able to positively impact the lives of so many people in Phoenix and beyond.”