Birch
- Company typePrivate
- Founded2015
- HeadquartersSan Jose, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Birch firmographics
Firmographics- Name
- Birch
- Legal name
- BUGIS CREDIT PTE LTD
- Website
- https://birchfinance.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Birch industry classification
Industry- Product category
- Mattresses and Bedding
- NAICS
- Mattress Manufacturing (33791), Mattress Manufacturing (337910)
- SIC
- Household Furniture (2510)
- akta.pro primary industry
- Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)
- akta.pro secondary industry
- Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)
Keywords
Where Birch is headquartered
LocationHeadquarters
- HQ city
- San Jose
- HQ country
- United States
- HQ region
- North America
Markets served
Birch business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Mattress Sales: Birch generates revenue through direct-to-consumer sales of organic hybrid mattresses (Birch Natural and Birch Luxe Natural models) priced at approximately $1,374 to $3,124 depending on size and model. Sales are primarily conducted through the company's e-commerce platform with sleep trials exceeding 100 nights.
- Bedding Accessories: Revenue includes sales of bedding accessories such as the Birch Organic Pillow priced at $159 (MSRP $198.75), featuring GOLS-certified organic Dunlop latex with organic cotton and wool materials.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Birch Natural - Medium-firm organic hybrid mattress best suited for back and stomach sleepers |
| One time/ perpetual license | Pay-as-you-go | Birch Luxe Natural - Softer pillow-top organic hybrid mattress for side sleepers |
| One time/ perpetual license | Pay-as-you-go | Birch Organic Pillow - GOLS-certified organic Dunlop latex pillow with organic cotton and wool |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Birch product offering
Product offeringCore offering
Birch designs and sells certified-organic hybrid mattresses and bedding accessories directly to consumers through an e-commerce platform. The catalog centers on the Birch Natural and Birch Luxe Natural mattresses (hybrid coil-latex constructions using organic cotton, natural wool, and latex foam) and the Birch Organic Pillow built with GOLS-certified organic Dunlop latex. All products are backed by 100+ night sleep trials and shipped directly from the brand.
Product overview
Birch is a mattress and bedding brand under Helix Sleep's natural and organic sub-brand. The product portfolio includes the Birch Natural mattress (medium-firm hybrid for back/stomach sleepers), the Birch Luxe mattress (softer pillow-top hybrid for side sleepers), the Birch Luxe Natural (organic cooling option), and the Birch Organic Pillow. All products feature sustainably sourced materials including GOLS-certified organic latex, organic cotton, and natural wool. The brand emphasizes eco-friendly and non-toxic materials with certifications such as GOTS, GOLS, GREENGUARD Gold, and OEKO-TEX.
Differentiator
Problem solved
Functional benefit
Products and services
- Birch Natural Mattress
- Birch Luxe Natural Mattress
- Birch Organic Pillow
Quantifiable outcome
- Birch Natural earned a score of 8.25/10 in CNET sleep expert testing, with testers finding it best suited for back and stomach sleepers at a medium-firm feel.
- +2 more outcomes
Companies that use Birch
Customer profileSegments4 records
Ideal customer profiles3 records
Birch technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Birch partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Helix SleepcoreBirch is Helix Sleep's natural and organic sub-brand, operating as an extension of Helix Sleep's direct-to-consumer mattress expertise. The Birch line leverages Helix's established e-commerce platform, manufacturing relationships, and sleep trial infrastructure while focusing specifically on organic and certified natural materials.
Scale indicators2 records
Recent moves2 records
Expansion highlights2 records
Birch competitors and assessment
Company assessmentDirect peers
- Avocado Green Mattress: Avocado is a direct-to-consumer organic mattress brand offering GOTS/GOLS-certified mattresses, mattresses, and bedding accessories. It is the most direct competitor to Birch in the certified-organic mattress niche with comparable pricing and product positioning.
- Naturepedic: Naturepedic manufactures and sells GOTS-certified organic mattresses and bedding products direct-to-consumer. It competes head-to-head with Birch on organic certification credentials and non-toxic positioning in the premium mattress segment.
- PlushBeds: PlushBeds is a DTC organic and natural mattress brand offering latex, memory foam, and hybrid mattresses with certifications including GOLS and GOTS. It directly competes with Birch in the eco-friendly premium mattress category.
- Saatva: Saatva is a leading online luxury mattress brand selling hybrid, latex, and memory foam mattresses directly to consumers. It competes with Birch in the premium DTC mattress space, though with a broader product portfolio spanning conventional and eco-friendly lines.
- Tuft & Needle: Tuft & Needle is a DTC mattress brand selling foam and hybrid mattresses directly to consumers with sleep trials. It competes with Birch in the online mattress category, though with more value-oriented positioning rather than organic specialization.
- DreamCloud: DreamCloud is a DTC hybrid mattress brand selling luxury hybrid mattresses online with sleep trials and white-glove delivery. It competes with Birch in the premium online hybrid mattress category.
- Awara Sleep: Awara Sleep is a DTC natural and organic mattress brand offering latex hybrid constructions with sleep trials. It directly competes with Birch in the eco-friendly natural latex hybrid mattress niche at similar price points.
Broad incumbents
- Helix Sleep: Helix Sleep is Birch's parent platform—a large DTC mattress brand offering a wide range of hybrid and foam mattresses. As the platform that Birch operates within, Helix provides the e-commerce, manufacturing, and operational infrastructure Birch relies on.
- Casper: Casper is one of the original and largest DTC mattress-in-a-box brands with a broad portfolio spanning mattresses, bedding, and sleep accessories. While not specifically organic, Casper competes for the same online mattress search traffic and consumer mindshare.
Emerging players
- My Green Mattress: My Green Mattress is a smaller DTC organic mattress brand offering GOTS-certified natural latex mattresses. It is a more niche competitor in the certified-organic mattress category where Birch also competes.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
Birch social profiles
Digital presenceBirch financial estimates
Financial estimateRevenue estimate
Valuation estimate
Birch leadership team
Management profileNumber of profiles
Birch funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Birch 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 Birch
What does Birch do?
Birch designs and sells certified-organic hybrid mattresses and bedding accessories directly to consumers through an e-commerce platform. The catalog centers on the Birch Natural and Birch Luxe Natural mattresses (hybrid coil-latex constructions using organic cotton, natural wool, and latex foam) and the Birch Organic Pillow built with GOLS-certified organic Dunlop latex. All products are backed by 100+ night sleep trials and shipped directly from the brand.
Is Birch a public or private company?
Birch is a private company. It is classified as corporate owned and is currently operating.
When was Birch founded?
Birch was founded in 2015. It employs 11 to 50 people.
Where is Birch based?
Birch is headquartered in San Jose, United States, in the North America region.
How does Birch make money?
Two revenue lines are on record. Mattress Sales are the primary driver. The others are bedding Accessories.
Who are Birch's main competitors?
Direct peers on record are Avocado Green Mattress, Naturepedic, PlushBeds, Saatva, Tuft & Needle, DreamCloud and Awara Sleep. Broad incumbents are Helix Sleep and Casper. My Green Mattress is listed as an emerging player.
Does Birch have an API?
No public API is recorded for Birch.
What industry is Birch in?
Birch's product category is Mattresses and Bedding. Its primary akta.pro industry code is CRAIABAA, Mattress & Bed Retail (Innerspring, Foam, Hybrid), with a secondary code of CRAIALAA, Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers). Its NAICS code is 33791 and its SIC code is 2510.