Saatva is a relatively new player in the mattress industry, established in 2010, yet they expect to make an impact on the market. According to Saatva, "We're changing the industry! We offer ultra-premium luxury at an affordable price." How can they do this? "We offer a better product," and "We greatly reduce the price."
The Better Product – The Saatva luxury mattresses can best be categorized as euro pillowtop, dual-core innerspring mattresses. Features shared by all the models are individual pocketed coils, dual perimeter edge support, lumbar support, tempered steel primary support coils, and euro top with inserted padding. Saatva claims that their products are greener than most, made with a low carbon footprint. The three Saatva models are Plush Soft, Luxury Firm and Firm.
The Better Price – There are two keys to Saatva selling luxury mattresses for less than than other manufacturers and retailers. First, they are "an online-only retailer, we eliminate the costs and waste associated with the traditional mattress market, including rent, commissions, inventory inefficiency, and utilities." Second, they have only three SKUs to manage.
By selling their product exclusively online, Saatva bypasses not just the middle level, but a number of middle levels, by selling directly to the consumer. Some people object to buying a not-in-the-store product from an individual because it is "multi-level marketing." What they do not realize is that all in-the-store business is multi-level marketing, unless the product is made right there. With the Internet, manufacturers can now sell directly to the users of their products. The first saving is eliminating the series of markups, since each level needs a profit to stay in business. The next saving is in logistics inefficiency, which includes multiple shippings and inventories. The final saving is avoiding the overhead of brick-and-mortar stores.
Focusing on a narrower product line and having fewer models to manage makes both manufacturing and marketing more efficient. Saatva's "flagship" model is in the middle of the comfort range, and the other two models are on either side of it. They do not design their mattresses for either extreme of ultra plush or ultra firm. With only three SKUs, they can manage their inventory, only making what they know they will sell. This way inventory is always on hand for shipping, while never accumulating unsold product. According to a Saatva chart comparing the two approaches to marketing, the direct sale price is a about ⅓ that of traditional marketing.
At the time of this writing, Saatva has three office locations: Westport, Connecticut; Norfolk, Virginia; Austin, Texas. However, their service area is described as including the Northeast, Mid-Atlantic, Texas, Chicago, Wisconsin, Minneapolis, and California. Saatva has coast-to-coast delivery and service in extent, but expects to be essentially nationwide in about two years.
I found the Saatva website easy to use and quite interesting. There is a lot they tell about their outlook, their way of doing business, their product, and their people. The descriptions of their mattresses are very detailed, but in an easy to interpret format so that the user can discern what makes one model different from the other. Some other manufacturers' sites have very little detail about individual matresses, so one has to find the specifications on retailers' websites. But Saatva has it all there, so you can find what you need to know without a lot of chasing around.
One more thing: As to their refund and exchange policy, Saatva says, "We offer a 30 day home trial, where the only cost our customers could be responsible for is the original delivery fee if they are not happy with our product." On an interview, Saatva CEO Ron Runzin said that the way to be successful selling exclusively online is to do whatever it takes to satisfy the customer, from a top product to unsurpassed service.
As to the name, Saatva, it comes from the Sanskrit word sattva, which means purity and truth.