Resident
- Company typePrivate
- Founded2017
- HeadquartersMountain View, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
Resident firmographics
Firmographics- Name
- Resident
- Legal name
- Resident Home, LLC
- Website
- https://residenthome.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Acquired
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Resident industry classification
Industry- Product category
- Mattresses and Bedding
- NAICS
- Consumer Goods Rental (5322)
- akta.pro primary industry
- Furniture Rental (Living, Dining, Bedroom) (CRAIAOAA)
Keywords
Where Resident is headquartered
LocationHeadquarters
- HQ city
- Mountain View
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Resident business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D
Revenue model
- D2C E-commerce Mattress & Bedding Sales: Primary revenue stream: direct online sales of mattresses, bed frames and bedding products through owned brand storefronts (nectarsleep.com, dreamcloudsleep.com, sienasleep.com, awarasleep.com, cloverlane.com). One-time transactions per unit, with recurring traffic driven by promotional events (Black Friday, Presidents' Day, etc.) and offer codes.
- Wholesale / Retail Channel Sales: Bulk distribution of mattresses and bedding to third-party retailers; Nectar is sold in 4,000+ stores and Resident products are available in over 2,500 retail locations, with dedicated retailer onboarding, marketing support, and POS-data integration.
- White Glove Delivery & Premium Services: Fee-based White Glove Service on larger furniture items (delivery, setup, old-mattress removal); fees are non-refundable once shipped and represent an upsell revenue layer on top of unit sales.
- Consumer Financing (Affirm): Affirm-powered installment financing offered at checkout across many Resident Sites; revenues realized via standard merchant/financing arrangements rather than direct lending.
- Marketplace Sales (Amazon): Sale of Nectar and DreamCloud products on Amazon as a marketplace channel extending D2C reach.
- Affiliate / Influencer & Data-Driven Marketing Monetization: Resident collects and uses customer data, runs interest-based advertising, and engages affiliates/influencers; social-commerce profile notes the company is profiled for creator-driven sales and affiliate revenue growth.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | One-time unit pricing for mattresses, bed frames and bedding across the Nectar, DreamCloud, Siena, Awara and Cloverlane brands |
| Other | Multi-year contract | Affirm financing available at checkout on many Sites (subject to credit approval) |
| One time/ perpetual license | Pay-as-you-go | White Glove Service — fee-based premium delivery/old mattress removal on larger furniture |
| Other | Pay-as-you-go | Offer Codes — promotional discounts distributed via communications and advertising channels |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels10 records
Resident product offering
Product offeringCore offering
Resident operates a house of direct-to-consumer mattress and bedding brands — Nectar (memory foam and hybrid), DreamCloud (premium hybrid), Siena (value memory foam), Awara (sustainable/natural materials), Cloverlane (bedding and bathware) and Level Sleep — sold primarily through owned e-commerce sites, supplemented by wholesale to 2,500+ third-party retail stores, an Amazon marketplace channel, a Las Vegas showroom, and a UK operation. The portfolio is unified by a Forever Warranty™, real-time data-driven product/pricing decisions, Affirm consumer financing, Klaviyo SMS marketing, an in-house 300,000 sq ft manufacturing facility in Jeffersonville, IN, and a White Glove premium delivery service.
Product overview
Resident (Resident Home, LLC) operates a "house of brands" architecture rather than a single unified product, built around its flagship Nectar D2C mattress and expanded through sibling sub-brands DreamCloud (premium hybrid), Siena (value memory foam), Awara (sustainable/natural materials), Cloverlane (bedding & bathware), Level Sleep, Sleep Authority, Home Well Designed, and the earlier 1771 Living home-furnishings line. The portfolio is unified by a data-driven, remote-first operating model that supports both direct-to-consumer e-commerce and a B2B retailer portal serving 2,500+ retail locations, and in March 2024 the company was acquired by Ashley Furniture Industries to expand its digital retail capabilities and bedding footprint.
Differentiator
Problem solved
Functional benefit
Brands
- Nectar: Direct-to-consumer memory foam and hybrid mattress brand; the company's flagship brand, sold online, in retail partners, and on Amazon.
- DreamCloud
- Awara
- Siena
- Cloverlane
- Level Sleep
Products and services
- Nectar Mattress Foundational direct-to-consumer memory foam and hybrid mattress brand launched in 2017, sold via nectarsleep.com, through 4,000+ third-party retail stores and on Amazon; includes a Forever Warranty™ and serves US and UK consumers.
- DreamCloud Mattress Premium hybrid direct-to-consumer mattress brand launched in 2018, marketed as the first premium hybrid D2C mattress at an attainable price point; available in the US, UK and on Amazon.
- Siena Mattress Affordable direct-to-consumer memory foam mattress brand, positioned as the value option within the Resident portfolio.
- Awara Mattress Sustainable direct-to-consumer mattress brand offering mattresses built with natural and organic materials, for consumers seeking eco-friendly sleep products.
- Cloverlane Bedding & Bathware Bedding and bathware brand within the Resident house of brands, extending the portfolio beyond mattresses into adjacent home-textile categories.
- Level Sleep Mattress Mattress brand listed within Resident Home's family of Sites under the Terms & Conditions.
- White Glove Delivery Service Fee-based premium delivery, setup and old-mattress removal service for larger Resident furniture items, delivered by a third-party White Glove provider; fee is non-refundable once shipped and is offered as an upsell on larger items.
Quantifiable outcome
- $130 million in new funding raised in 2020
- +7 more outcomes
Companies that use Resident
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
Resident technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature8 records
Resident partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered flagship, minor and major.
- Ashley Furniture Industries (Ashley Home)flagshipAnnounced March 4, 2024: Ashley Home acquired Resident Home Inc. to enhance digital retail capabilities and expand bedding product range through Resident's e-commerce platform. Cited across multiple market reports. Resident is now part of the Ashley Furniture family.
- GoogleflagshipPR Newswire announcement dated May 3, 2021 described as 'Award-Winning Mattress Brand Nectar Partners with Google to Inspire Great Sleep.' Listed on Resident's Press Room; signals a high-visibility co-branded sleep-awareness initiative leveraging Google's consumer reach.
- 1771 LivingminorSleep Retailer (Dec 13, 2019) covered 'Resident Expands Digital House Of Brands With 1771 Living' — a brand expansion adding home-furnishings breadth to the Resident portfolio.
- Nationwide Marketing GroupmajorTwice (Nov 1, 2019) reported 'Nationwide Marketing Group Announces Partnership with Resident Home' — a member-driven retail and services organization that distributes Nectar, DreamCloud, Awara, Siena and Cloverlane to its member retailers.
- Mattress WarehouseflagshipFirst large-scale brick-and-mortar retail partner for Nectar — brought the brand into 250 stores on the East Coast in 2018. Nectar has since scaled to 4,000+ retail stores, with Mattress Warehouse as the foundational wholesale partner cited in the company timeline.
- American Heart AssociationminorCause-marketing partnership: Nectar x American Heart Association — 'Bringing Together Better Sleep and Healthy Hearts' (linked donation page). Featured on Resident's Press Room as part of brand storytelling.
- National Pickleball League (NPL) / CBS Sports NetworkminorDreamCloud became title partner of the National Pickleball League's championship event airing on CBS Sports Network (per Resident Press Room). Sports sponsorship used as a brand-awareness lever for the DreamCloud sub-brand.
- Klaviyo, Inc.majorResident uses Klaviyo to power its Text Message Program (SMS/MMS marketing including cart reminders). Klaviyo is named as the service provider in the Terms of Service — program is operated on behalf of Resident Home Inc., 100 Logistics Ave Jeffersonville, IN 47130.
Scale indicators10 records
Recent moves8 records
Expansion highlights5 records
Resident competitors and assessment
Company assessmentDirect peers
- Casper Sleep: Direct-to-consumer mattress-in-a-box pioneer with a similar multi-product sleep portfolio (mattresses, bedding, pillows) sold primarily through casper.com. Casper is the most direct comparable to Resident's Nectar/DreamCloud playbook, competing head-to-head for online mattress share.
- Purple Innovation: DTC and retail mattress brand built around proprietary polymer grid technology, selling mattresses, pillows, and bedding via purple.com and through thousands of retail partner stores. Purple's hybrid DTC-plus-retail model and bedding portfolio extension closely mirrors Resident's omnichannel strategy.
- Tuft & Needle: Original bed-in-a-box DTC brand offering memory foam and hybrid mattresses online and through retail partners. Competes directly with Nectar and DreamCloud in the value-to-mid-tier online mattress segment with a similarly streamlined direct purchase experience.
- Saatva: Premium online mattress company selling luxury innerspring, memory foam, and hybrid mattresses direct to consumers with white-glove delivery. Overlaps with DreamCloud's premium positioning and Resident's White Glove Service offering.
- Helix Sleep: Online mattress brand offering a wide SKU matrix (Helix, Birch, Brooklyn Bedding-aligned) targeted at distinct sleeper types and price points — analogous to Resident's house-of-brands segmentation by sleeper persona and budget.
- Leesa Sleep: Direct-to-consumer mattress-in-a-box brand selling foam and hybrid mattresses online and through retail partners including Target. Direct head-to-head competitor to Nectar and Siena in the online memory foam category.
- Avocado Mattress: DTC mattress brand specializing in organic, natural, and GREENGUARD-certified mattresses. Directly comparable to Resident's Awara brand in the sustainable/natural mattress segment and similar in scale and vertical integration.
Broad incumbents
- Tempur Sealy International: Largest incumbent mattress manufacturer with Tempur-Pedic, Sealy, and Stearns & Foster brands sold across retail and direct channels. Provides the competitive ceiling on pricing and distribution reach that Resident's DTC brands must contend with.
- Mattress Firm: Largest US specialty mattress retailer with thousands of brick-and-mortar stores, distributing many of Resident's wholesale partners' products. A key account for Resident's B2B retail channel and a benchmark for physical distribution scale.
- Wayfair: Mass-market online home furnishings retailer carrying multiple mattress brands including Casper and its own private-label lines. Represents the broad e-commerce competitive set in which Resident's brands compete for category share and search traffic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Resident social profiles
Digital presenceResident compliance and trust
Trust signalCompliance3 records
Resident financial estimates
Financial estimateRevenue estimate
Valuation estimate
Resident leadership team
Management profileNumber of profiles
Profiles12 records
Resident subsidiaries and ownership
Company hierarchySubsidiaries8 records
Resident funding detail
Funding detailFunding overview
Funding rounds5 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Resident M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Resident
What does Resident do?
Resident operates a house of direct-to-consumer mattress and bedding brands — Nectar (memory foam and hybrid), DreamCloud (premium hybrid), Siena (value memory foam), Awara (sustainable/natural materials), Cloverlane (bedding and bathware) and Level Sleep — sold primarily through owned e-commerce sites, supplemented by wholesale to 2,500+ third-party retail stores, an Amazon marketplace channel, a Las Vegas showroom, and a UK operation. The portfolio is unified by a Forever Warranty™, real-time data-driven product/pricing decisions, Affirm consumer financing, Klaviyo SMS marketing, an in-house 300,000 sq ft manufacturing facility in Jeffersonville, IN, and a White Glove premium delivery service.
Is Resident a public or private company?
Resident is a private company. It is classified as corporate owned and is currently acquired.
When was Resident founded?
Resident was founded in 2017. It employs 251 to 500 people.
Where is Resident based?
Resident is headquartered in Mountain View, United States, in the North America region.
How does Resident make money?
Six revenue lines are on record. D2C E-commerce Mattress & Bedding Sales are the primary driver. The others are wholesale / Retail Channel Sales, white Glove Delivery & Premium Services, consumer Financing (Affirm), marketplace Sales (Amazon) and affiliate / Influencer & Data-Driven Marketing Monetization.
Who are Resident's main competitors?
Direct peers on record are Casper Sleep, Purple Innovation, Tuft & Needle, Saatva, Helix Sleep, Leesa Sleep and Avocado Mattress. Broad incumbents are Tempur Sealy International, Mattress Firm and Wayfair.
Does Resident have an API?
No public API is recorded for Resident.
What industry is Resident in?
Resident's product category is Mattresses and Bedding. Its primary akta.pro industry code is CRAIAOAA, Furniture Rental (Living, Dining, Bedroom). Its NAICS code is 5322.