Beddy's

What Beddy's does

Beddy's is a privately held, bootstrapped direct-to-consumer bedding company founded in 2013 by Betsy Mikesell (and co-founder Angie White) in Utah, with operations centered in a South Jordan, Utah warehouse. The company invented and commercializes all-in-one zipper bedding — fitted sheets, comfort panels, and comforters integrated via L-shaped dual zippers that allow a bed to be made in approximately ten seconds. Originally launched via Kickstarter to solve the founder's problem of making her twins' bunk bed, the product has expanded into a tiered portfolio spanning toddler through King sizes, plus RV-specific dimensions, and a dedicated children's sub-brand (Nod & Winks).

The product architecture is built around proprietary zipper-based systems: the entry-level Simple line ($139+), Classic ($219+), ZipBase with interchangeable sheets ($299+), and Dual Comfort ZipBase ($374+) — the latter combining two ZipBase sheets and two ZipTop pieces to allow minky/cotton swaps and extended product life. Beddy's has extended this zipper philosophy into the mattress category with three sub-brands: ZipClean (hybrid mattress with zip-off washable top, $1,399–$2,599), ZipLuxe (customizable dual-comfort mattress with flippable latex, $2,999+), and ZipPure Organic Luxe (certified organic mattress). The portfolio is rounded out by accessories — duvet covers, replacement ZipBase sheets and ZipTop pieces, decorative pillows, blankets, and an Adjustable Platform Base — creating an attach-economy and recurring replacement-parts revenue stream.

Commercially, Beddy's operates exclusively through its Shopify-powered website (beddys.com) with optional White Glove delivery on mattresses and a free-shipping threshold above $350. The company is run by a 1–10 person team with no disclosed external funding, and acquires customers through organic social (Instagram, Facebook, Pinterest, TikTok), email, content marketing, and the Cozy Club rewards/referral program. Customer segments are deliberately diversified across bunk-bed households, adults, RV/camper owners, and college students in dorms, with Hero Discount pricing for military and first responders. The business model is a high-margin DTC play anchored on product differentiation, brand reputation (72,000+ 5-star Shopper Approved ratings at 4.8 average), and an OEKO-TEX/GOTS/CertiPUR-US/GOLS-certified supply chain.

Name

Beddy's

Legal name

Beddy's

Website

https://beddys.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Beddy's is a bootstrapped, direct-to-consumer bedding brand that invented all-in-one zipper bedding, selling tiered bedding sets, washable hybrid mattresses, and accessories exclusively through beddys.com to consumers seeking simplified bed-making.

Ownership category

akta.pro rank

Headquarters

HQ city

South Jordan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Zipper Bedding Sets: One-time purchase of all-in-one zipper bedding sets in various product lines (Simple, Classic, ZipBase, Dual Comfort, Luxe) and sizes (Toddler through King, plus RV-specific sizes). Prices range from $139 to $384+ depending on line and size.
2. Mattresses: Sale of proprietary zipper mattresses (ZipClean and ZipLuxe models) ranging from $1,399 to $3,299. Hybrid mattresses featuring memory foam and pocketed coils with unique zip-off functionality.
3. Accessories: Blankets, decorative pillows, pillowcases, shams, travel blankets, and other bedding accessories sold as add-on purchases to complement main bedding sets.
4. Replacement Parts: ZipTop replacement pieces, ZipBase replacement sheets, mattress replacement tops, and other components to extend product life.
5. White Glove Delivery: Premium delivery service included with King mattresses, optional for other sizes. Includes delivery, setup, and old mattress removal for an additional fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Beddy's manufactures and sells all-in-one zipper bedding sets that use L-shaped dual-sided zippers to connect a fitted sheet, comfort panels, and comforter into a single machine-washable unit, allowing beds to be made in seconds. The product range covers entry-level through premium price tiers (Simple, Classic, ZipBase, Dual Comfort, Luxe), a kids sub-brand (Nod & Winks), and a mattress line with zip-off washable tops (ZipClean, ZipLuxe, ZipPure), all sold direct-to-consumer.

Product overview

Beddy's is a bedding company offering innovative zipper bedding solutions designed to simplify bed-making. The product portfolio centers on all-in-one zipper bedding sets with multiple product lines: Simple Line (entry-level), Classic, ZipBase (interchangeable sheets), and Dual Comfort ZipBase (complete detachable system), plus the premium Luxe sub-brand and kids-focused Nod & Winks line. The ecosystem extends to mattresses including ZipClean (washable top), ZipLuxe (customizable), and ZipPure Organic, plus accessories like duvets, zipper sheets, pillows, and blankets. All products share the signature zipper-based design philosophy enabling beds to be made in seconds.

Differentiator

Problem solved

Functional benefit

Brands

• Nod & Winks: Kids-focused sub-brand featuring playful printed zipper bedding designs for children including fun prints like dinosaurs, butterflies, space themes, and more.
• ZipClean
• ZipLuxe
• ZipPure

Products and services

• Simple Line Zipper Bedding Entry-level all-in-one zipper bedding with the basic L-shaped dual-zipper design that connects fitted sheet and comforter into a single machine-washable unit, targeted at budget-conscious consumers and available in toddler through King plus RV sizes.
• Classic Beddy's Zipper Bedding Mid-range all-in-one zipper bedding featuring dual-sided zippers, comfort panels, and a choice of ultra-soft minky or breathable cotton lining, available from twin/twin XL through King and RV sizes.
• ZipBase Zipper Bedding Premium zipper bedding with an interchangeable ZipBase fitted sheet that zips off for washing without removing the entire bedding system from the mattress, available in multiple sizes.
• Dual Comfort ZipBase Bedding Premium convertible zipper bedding that combines ZipBase sheets and ZipTop pieces, providing two of each so users can swap between cotton and minky materials and effectively double product lifespan.
• Luxe Line Bedding Premium tier of zipper bedding featuring thicker, softer cotton bottom sheets and intricate woven patterns instead of prints for an elegant look.
• Nod & Winks Kids Bedding Kids-focused zipper bedding collection featuring playful printed designs including dinosaurs, butterflies, space themes, and animals at affordable price points.
• ZipPure Organic Bedding Certified organic bedding collection including zipper sheets and duvet covers made from organic materials for eco-conscious consumers.
• ZipClean Hybrid Mattress Hybrid mattress featuring a fully unzippable and machine-washable top layer, combining memory foam and pocketed coils with moisture-resistant fabric for easy cleaning; made in the USA.
• ZipLuxe Dual Comfort Mattress Customizable hybrid mattress with adjustable elements including a flippable latex layer offering 2 comfort levels and choice between firm and soft coils for personalized comfort.
• ZipPure Organic Luxe Mattress Premium organic mattress featuring certified organic materials for healthier sleep with eco-friendly construction.
• Adjustable Platform Base Adjustable bed base compatible with Beddy's mattresses allowing customizable sleeping positions.
• Duvet Covers and Down Inserts Cotton duvet covers with L-shaped zipper closure and 8 interior ties, paired with ethically sourced goose-down duvet inserts for temperature regulation.
• Zipper Sheets Deep pocket zip sheets connecting fitted and top sheets via zippers on both sides, featuring comfort panels and a completely detachable top for easy laundry.
• Decorative Pillows and Pillowcases Coordinating pillow collection including euro pillow covers, medium pillow covers, lumbar pillow covers, pillow inserts, and pillowcases available in various sizes.
• Blankets (Throw, Travel, Stadium, Classic) Throw blankets, travel blankets, stadium blankets, and classic Beddy's blankets in various designs and materials.
• ZipClean Mattress Replacement Top Replacement top layer for ZipClean mattress allowing continued use after extended wear.
• ZipBase Replacement Sheet Replacement ZipBase fitted sheet for when original sheet needs replacement due to wear.
• ZipTop Replacement Piece

Quantifiable outcome

• 72,000+ 5-star ratings with 4.8 out of 5 overall rating on Shopper Approved
• +2 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Brooklinen: Premium DTC bedding brand selling sheets, comforters, duvets, and loungewear direct to consumers. Directly comparable as a digitally native, premium-priced home textiles brand competing for the same DTC bedding customer.
• Parachute Home: DTC home textiles brand with sheets, comforters, duvets, and bath linens, including some bedding innovations. Comparable to Beddy's as a premium, design-led DTC bedding brand targeting style-conscious consumers.
• Buffy: DTC sustainable bedding brand selling comforters, sheets, and pillows with a focus on eco-friendly materials. Comparable to Beddy's ZipPure line as a values-driven DTC bedding brand with comparable price points.
• Boll & Branch: Premium DTC sheet and bedding brand with organic and ethically sourced cotton products. Comparable to Beddy's organic/echo-conscious positioning and DTC premium pricing model.
• Cozy Earth: DTC premium bedding brand specializing in bamboo-derived sheets, comforters, and pillows. Comparable to Beddy's as a premium DTC bedding brand with a focus on material quality and softness.
• Malouf: Sleep products brand selling bedding, pillows, mattress toppers, and sheets across DTC and retail channels. Comparable as a bedding and sleep accessories specialist with overlapping product categories (sheets, pillows, mattress toppers).

Broad incumbents

• Casper: Original venture-backed DTC mattress company that has expanded into bedding, sheets, and pillows. Comparable to Beddy's newer mattress business as a DTC mattress-and-sleep-ecosystem incumbent with substantially greater scale.
• Tuft & Needle: DTC mattress brand offering mattresses, bedding, and sleep accessories directly online. Comparable to Beddy's ZipClean/ZipLuxe mattresses as a digitally native mattress and bedding ecosystem player.
• Purple: DTC mattress and sleep products brand with proprietary grid technology and a growing bedding line. Comparable as a DTC mattress and bedding brand with differentiated product technology competing for similar customers.

Emerging players

• American Blossom Linens: DTC organic cotton sheet and bedding brand made in the USA. Comparable to Beddy's ZipPure Organic line as a smaller, organic-certified DTC bedding brand competing in the eco-conscious premium segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BeddysBeds
• Instagraminstagram.com/beddys
• TikToktiktok.com/@beddys
• Pinterestpinterest.com/beddysbeds
• LinkedInlinkedin.com/company/beddys

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Beddy's