Naturepedic

What Naturepedic does

Naturepedic (legally Helms Organic, LLC.) is an Ohio-based, privately held organic mattress and bedding company founded in 2003. The company designs, manufactures, and sells certified organic mattresses, bedding, and bedroom furniture for three persona segments — Baby/Infant (crib mattresses, bedding, accessories), Children/Kids (mattresses and FSC-certified oak furniture), and Adults (core mattress line plus the modular EOS system and the Halcyon Luxury Collection). Manufacturing takes place at a GOTS-certified organic factory in Chagrin Falls, OH using proprietary glue-free coil construction, and the company maintains GOTS, GOLS, EWG VERIFIED, MADE SAFE, GREENGUARD Gold, UL Formaldehyde Free, and FSC certifications as core to its value proposition.

Naturepedic's commercial operation runs as a premium direct-to-consumer brand. It sells primarily through its own e-commerce site (naturepedic.com) and 18 corporate-owned retail gallery stores across major US and Canadian metropolitan markets, with prices ranging from ~$223 (Classic Crib) to $7,499 queen (Halcyon, in-store only) and core adult mattresses clustered around $1,399-$2,399. Channels include an exclusive partnership with Williams-Sonoma's GreenRow sustainable home platform (announced February 2026, including the Aurora Mattress as a GreenRow-exclusive SKU), a wholesale channel projected to grow 50% YoY in 2026 on top of 28% YoY reported growth, financing through Affirm, and a 100-night trial / free returns / free shipping promise. As of March 2026, the company has stated 28% YoY growth, is opening 8-10 new corporate stores, and has appointed Charlie Beer as COO with ~10 new HQ hires planned to support the next growth phase.

Name

Naturepedic

Legal name

Helms Organic, LLC.

Website

https://naturepedic.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Naturepedic handcrafts certified organic mattresses, bedding, and bedroom furniture for babies, kids, and adults, selling primarily direct-to-consumer through naturepedic.com, 18 company-owned gallery stores in the US and Canada, and a wholesale channel including an exclusive Williams-Sonoma GreenRow partnership.

Ownership category

akta.pro rank

Product category

Organic Mattresses and Bedding

NAICS

Mattress Manufacturing (33791), Mattress Manufacturing (337910)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industry

Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG)

Keywords

• Organic mattresses
• Organic bedding
• Crib mattresses
• Bedroom furniture
• Natural sleep products

Headquarters

HQ city

Chagrin Falls

HQ country

United States

HQ region

North America

Offices25 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Naturepedic sells certified organic mattresses, bedding, and furniture directly to consumers through its e-commerce website naturepedic.com. Products include mattresses for baby, kids, and adults; organic bedding; pillows; mattress toppers; and bedroom furniture.
2. Wholesale Distribution: Naturepedic operates a wholesale business reporting 28% year-over-year growth with projected 50% year-over-year growth for 2026. Products sold through retail partners including Williams-Sonoma's GreenRow.
3. Corporate Retail Stores: 18 corporate-owned retail gallery stores across the US. Plans to open 8-10 new corporate-owned stores in 2026. Stores are located in major metropolitan areas including New York City, Los Angeles, Boston, Chicago, Dallas, and others.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Naturepedic handcrafts certified organic mattresses and bedding accessories for baby, kids, and adults at its GOTS-certified Ohio factory. Core offerings include GOTS/GOLS-certified organic crib mattresses, kids mattresses, adult hybrid and customizable modular mattresses (EOS line, Serenade, Chorus, Concerto, Halcyon), and complementary organic bedding, pillows, foundations, and bedroom furniture.

Product overview

Naturepedic is a GOTS-certified organic mattress and bedding company offering a comprehensive product portfolio spanning Baby, Kids, and Adult categories. The core offering consists of certified organic mattresses (Serenade, EOS Classic, EOS Pillow Top, EOS Trilux, Concerto, Chorus, Halcyon, and Aurora) paired with matching bedding accessories including sheets, duvet covers, pillows, and mattress toppers. The EOS line features a modular customizable design allowing layer replacement. Baby products include crib mattresses (Breathable, Breathable Ultra, Classic, Mini, Oval, Bassinet) with waterproof and breathable features. Kids offerings comprise 2-in-1 and Verse mattresses plus the Savona Kids Bedroom Collection of FSC-certified oak furniture. The company also offers organic stuffed animals, pet beds, bath products, and real wood adult furniture collections. All products emphasize certified organic materials, elimination of flame retardants and harmful chemicals, and third-party verification through multiple certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Serenade Organic Mattress Organic hybrid adult mattress with GOTS-certified materials and wool-and-cotton construction; Wirecutter recommended latex mattress pick.
• EOS Classic Organic Mattress Customizable modular adult mattress with zippered layers that allow consumers to replace individual comfort layers and adjust firmness over time.
• EOS Pillow Top Organic Mattress Customizable organic mattress with pillow top comfort layer for enhanced softness and pressure relief, part of the EOS modular system.
• EOS Trilux Organic Mattress Customizable organic mattress with trilux design for personalized adult sleep experience.
• Concerto Organic Pillow Top Mattress Luxury organic adult mattress with GOTS-certified materials, enhanced comfort layers, and a pillow top design; Good Housekeeping 2024 Bedding Award winner.
• Chorus Organic Mattress Traditional organic adult mattress made with wool and cotton for mainstream sleepers.
• Halcyon Luxury Collection Premium organic luxury mattress collection available exclusively in Naturepedic retail stores with high-end materials and craftsmanship, queen starting at $7,499.
• Aurora Mattress Certified organic adult mattress exclusive to Williams-Sonoma's GreenRow sustainable home platform; GOTS-certified.
• Breathable Organic Crib Mattress Award-winning breathable waterproof organic crib mattress with GOTS certification and air circulation features for infant safety.
• Breathable Ultra Crib Mattress Enhanced breathable crib mattress with additional features for maximum airflow and infant comfort.
• Classic Organic Cotton Crib Mattress Seamless organic cotton crib mattress with waterproof protection and GOTS certification.
• Bassinet Mattress Organic waterproof breathable mattress pad designed for bassinets including Halo-brand models.
• 2-In-1 Organic Kids Mattress Dual-sided waterproof organic kids mattress that flips from a waterproof side to a cushier quilted side for potty-training transitions.
• Verse Organic Kids Mattress Breathable organic kids mattress with enhanced airflow features.
• Savona Kids Bedroom Collection FSC-certified solid white oak bedroom furniture collection for kids including beds, nightstands, dressers, chests, and trundles with water-based low-VOC finish.
• enGauge Bed Frame Advanced composite bed frame with no-tool assembly that supports over 2,500 lbs with minimal motion transfer; made in USA.
• Deluxe Organic Bed Foundation Solid North American wood mattress foundation with certified organic cotton fabric and extra slats for support; available in standard and ultra-low profile heights.
• Arienzo Bedroom Collection Real wood bedroom furniture collection for adults with coordinated design aesthetic including beds and matching pieces.
• Adelano Bedroom Collection Real wood adult bedroom furniture collection featuring beds and matching bedroom pieces.
• Duna Verde Bedroom Collection Real wood adult bedroom collection with natural design elements.
• Madera Bedroom Collection Real wood adult bedroom furniture collection with Spanish-inspired design.
• Organic Stuffed Animals Plush toys made from 100% certified organic cotton featuring eight endangered species designs with educational inserts about conservation.
• Organic Pet Beds Organic pet beds made with certified materials that are gentle on pets and easy to clean.
• Organic Mattress Toppers GOTS-certified organic mattress toppers available in latex, wool, alpaca, and featherbed varieties.
• Organic Sheets & Pillowcases Organic adult bedding sheets in percale, sateen, linen, and Supima cotton weaves.
• Organic Pillows Collection of organic adult pillows including adjustable latex, solid latex, down, wool, PLA, side sleeper, and body pillows.
• Organic Supima Cotton Sheets & Pillowcases Premium sheets made from Supima cotton (1% of world's cotton supply) sourced from Native American family farms; GOTS-certified organic and MADE SAFE; Good Housekeeping 2026 Bedding Award winner.
• Adjustable Organic Latex Pillow Customizable latex pillow with adjustable fill for personalized comfort and support.

Quantifiable outcome

• Keeps 55,000 pounds of single-use plastic packaging from landfills annually
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered minor and core.

• LooptworksminorStrategic or Co-development Partner · 21 April 2026Naturepedic announced a free sheet recycling program at all 18 corporate retail locations from April 25-26 in partnership with textile recycler Looptworks. The initiative aims to address the 92 million tons of annual global textile waste, with fewer than 1% of discarded textiles currently recycled. Customers dropping off queen or king size sheets receive free Naturepedic sheets valued up to $329.
• Williams-Sonoma GreenRowcoreChannel Partner/ Reseller/ Distributor · 19 February 2026Naturepedic announced a retail partnership with GreenRow, a sustainable home platform operated by Williams-Sonoma, to provide certified organic sleep products directly to consumers. The partnership includes exclusive mattresses and a selection of other organic sleep solutions tailored for GreenRow customers. Products include the Aurora Mattress (exclusive to GreenRow), Serenade Mattress, and Breathable Crib Mattress, all featuring GOTS certification.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Brentwood Home: Brentwood Home offers certified organic and natural mattresses, bedding, and foundations through DTC and wholesale channels. Comparable to Naturepedic in materials philosophy (CertiPUR-US, GREENGUARD Gold) and broad adult-plus-kids product portfolio.
• My Green Mattress: My Green Mattress is a small-batch organic mattress maker offering GOTS-certified products for adults and children. Directly comparable to Naturepedic in family-owned positioning, certified organic materials, and adult-plus-kids focus.
• Avocado Green Mattress: Avocado is a direct competitor offering certified organic mattresses (GOTS, GREENGUARD Gold) with comparable materials and similar premium positioning. Both brands target health- and sustainability-conscious consumers across adult, kids, and crib mattress categories with vertically integrated manufacturing.
• PlushBeds: PlushBeds manufactures and sells organic latex mattresses, toppers, and bedding with GOLS and GOTS certifications. Directly comparable in organic latex focus and premium positioning, though PlushBeds skews more heavily toward latex-only versus Naturepedic's hybrid offerings.
• Newton Baby: Newton Baby specializes in breathable, washable, GREENGUARD Gold-certified crib mattresses and baby sleep products. Directly comparable to Naturepedic's baby segment in safety-focused materials and parent demographic, though Newton emphasizes washability over organic certification.
• Colgate Mattress: Colgate Mattress is a long-established crib and kids mattress specialist with GREENGUARD Gold certification. Comparable to Naturepedic's baby and kids segments in safety certifications and pediatric channel distribution, though Colgate is more conventional on materials.
• Birch by Helix: Birch (a Helix Sleep brand) sells natural and organic certified mattresses (GREENGUARD Gold, GOTS) directly to consumers online. Directly comparable to Naturepedic in materials, certifications, and target demographic, with similar hybrid-construction offerings.

Broad incumbents

• Casper: Casper is a mainstream DTC mattress incumbent offering foam, hybrid, and now more natural lines across broad price points. Comparable to Naturepedic in DTC mattress category presence, but Casper targets mass-market consumers without organic-only positioning.
• Tempur Sealy International: Tempur Sealy is the largest mattress manufacturer in the US (Tempur-Pedic, Sealy, Stearns & Foster). Comparable to Naturepedic as the dominant industry incumbent but operates at vastly larger scale across conventional materials, with only niche organic offerings.
• Saatva: Saatva is a premium online mattress incumbent operating a broader portfolio (innerspring, memory foam, latex, adjustable bases) across price tiers. Comparable to Naturepedic in premium positioning and online direct sales, but offers a wider product line without strict organic-only materials.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Naturepedic
• Facebookfacebook.com/Naturepedic
• Instagraminstagram.com/naturepedic
• Pinterestpinterest.com/naturepedic
• Xx.com/naturepedic

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 Naturepedic