Merge with Tuft & Needle

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Casper founders wanted to modernize mattress shopping

Mattress makers are consolidating as digital upstarts threaten to upend their enterprise.

Serta Simmons Bedding, the corporate behind Serta, Beautyrest and Tomorrow mattresses, introduced on Tuesday that it is merging with on-line startup Tuft & Needle. Phrases of the deal weren’t disclosed.

Serta, with round $three billion in gross sales, is the world’s largest bedding producer.

The corporate is a prime provider to brick-and-mortar shops like Mattress Agency, owned by South African retailer Steinhoff Worldwide.

However Mattress Agency is underneath heavy stress, weighed down by declining visitors at its shops.

Reuters reported earlier this month that it was contemplating a chapter submitting to shut a few of its three,000 shops that have been dropping cash. Mattress Agency didn’t reply to CNNMoney’s request for remark.

Merging with Tuft & Needle indicators that Serta, which is backed by a non-public fairness agency, is scrambling to reposition its enterprise away from promoting to legacy retailers. It’s making an attempt to make a stronger push into the faster-growing on-line section of the business.

“This merger will significantly speed up our progress and innovation within the direct-to-consumer section, and considerably improve our e-commerce capabilities,” Serta CEO Michael Traub stated in a launch.

The corporate expects digital sellers to seize 20% of the $17 billion world bedding market in 2018.

Over the previous few years, bed-in-a-box sellers like Casper, Tuft, Purple, Leesa and Yogabed have taken share away from Serta and reshaped the pace, value, and comfort that many purchasers now count on from their bedding suppliers.

However the brand new gamers are shifting, too.

Casper, in an effort to distinguish itself in a crowded discipline and enhance distribution, has been becoming a member of with Nordstrom, Goal, and West Elm. Earlier this month, the corporate introduced plans to open 200 shops of its personal.

Tuft & Needle hopes merging will assist it discover scale and struggle Casper’s aggressive ways with a jolt from Serta.

Clarification: This text has been up to date to make clear the deal between Serta Simmons and Tuft & Needle

CNNMoney (New York) First revealed August 21, 2018: 2:46 PM ET

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