Resident

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

Product category

Mattresses and Bedding

NAICS

Consumer Goods Rental (5322)

akta.pro primary industry

Furniture Rental (Living, Dining, Bedroom) (CRAIAOAA)

Keywords

• Direct-to-consumer mattresses
• Bed-in-a-box retail
• Sleep products brand
• Mattress manufacturing
• Home furnishings e-commerce

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. Marketplace Sales (Amazon): Sale of Nectar and DreamCloud products on Amazon as a marketplace channel extending D2C reach.
6. 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

Go-to-market motion1 record

Distribution channels7 records

Marketing channels10 records

Core 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

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered flagship, minor and major.

• Ashley Furniture Industries (Ashley Home)flagshipStrategic or Co-development Partner · 4 March 2024Announced 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.
• GoogleflagshipStrategic or Co-development Partner · 3 May 2021PR 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 LivingminorStrategic or Co-development Partner · 13 December 2019Sleep 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 GroupmajorChannel Partner/ Reseller/ Distributor · 1 November 2019Twice (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 WarehouseflagshipChannel Partner/ Reseller/ Distributor · 1 January 2018First 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 AssociationminorGTM or Marketing PartnerCause-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 NetworkminorGTM or Marketing PartnerDreamCloud 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.majorTechnology or IntegrationResident 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

Direct 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

• Xx.com/HomeResident
• LinkedInlinkedin.com/company/residenthome

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries8 records

Funding overview

Funding rounds5 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Resident