One of the newest mattress manufacturing companies is Lull Ventures. Doing business simply as Lull, they began sales of mattresses in November 2015. The name suggests the idea of lulling one to sleep.
As to why Lull came into being, here is the statement of Sven Klein, the founder and CEO of Lull:
I got into the mattress business because I don’t like the mattress business.
As with any innovative idea, there comes a time when lightning strikes and you experience the “aha moment.” Mine came when my wife and I were shopping for a new mattress.
We were still sleeping on the first mattress that we had purchased together as a couple years ago, and my wife wanted a new one. I remembered that shopping trip vividly and wanted to avoid repeating it at all costs, but you know what they say – happy wife, happy life.
Just as I had feared, nothing had changed, and we were both miserable. The stores were bland and unfriendly, the sales people pushy, and the fully-clothed “trial runs” on mattress after mattress was awkward and uncomfortable. The sales and prices were different in every store, so it was impossible to comparison shop, and I later learned that this is actually done by design to confuse the shopper.
Needless to say, we didn’t get a new mattress. Instead, I came away with an idea for a new company that would not just build a better mattress, it would totally revolutionize the mattress buying experience. My wife thought I was crazy, but with that “aha moment,” Lull was born.
Sven Klein, CEO
Lull is part of the growing trend of direct-to-consumer mattress manufacturing, joining the likes of Casper Sleep, Yogabed, Leesa, Tuft & Needle, and Saatva in challenging the conventional marketing model of big-name bedding companies, such as Tempur-Pedic, Sealy, Serta, Simmons, Kingsdown, Englander and SpringAir.
One of the big advantages of this marketing model, repeated by each of these startup firms, is that this significantly lowers the cost of a mattress. Lull charts the costs of making and selling a mattress between the Lull Mattress and an equivalent model from a traditional company. Production costs are close, but cutting out the middle man reduces the price by two thirds.
Others, like BedInABox, began direct marketing, compressing foam mattresses and shipping them in easy-to-manage boxes. But this new crowd, including Lull, simplifies the process even more by limiting the selection to no more than three models–usually just one. This follows the bell curve of comfort and preference with 75%-80% of consumers in the middle.
Already, this trend is having an effect among traditional mattress manufacturers. Several of them are simplifying their lineups with fewer firmness levels in a series.
Lull's tagline motto is "Sleep Better. Live Better." So far, public reviews of their mattresses by customers have been very good. Time will tell as their products have been used for a longer time.
According to a press release, a team led by founder and CEO Sven Klein spent over a year designing the mattress which is Lull's flagship product. It is a three-layer memory foam mattress, relying on gel-infusion and airflow enhancing structure to keep the top cool. According to Lull, memory foam is better than latex foam for pressure relief.
Each Lull Mattress is covered by a 100-night sleep trial and a 10-year warranty. As to reports of excellent customer service, Lull employees have been very responsive in answering my questions.