King Koil

What King Koil does

King Koil is a US-based mattress manufacturer founded in 1898 as United States Bedding in St. Paul, Minnesota, and now headquartered in Avondale, Arizona. The company designs, manufactures, and distributes mattresses across more than 80 countries through a network of authorized retail partners, direct-to-consumer e-commerce, and international licensing arrangements. Since April 2024, King Koil has operated as a wholly-owned subsidiary of Chinese mattress manufacturer AI Dream, which acquired the company to strengthen King Koil's US presence while expanding AI Dream's footprint outside Asia. The company employs 501-1,000 people and is led by CEO David Binke.

King Koil's product portfolio spans ten or more mattress sub-brands covering entry-level through ultra-premium price points: Scott Living (from $1,299), iBed (online-exclusive from $1,849), Intimate ($3,099), Xtended Life ($3,399), FLOWT ($3,999), and SmartLife ($4,999), plus accessories. The technology stack combines traditional innerspring and hybrid constructions with proprietary components, including patented SmartLife body-sensing technology (80+ Smart Cells across 8 zones governed by thousands of algorithms), FLOWT aerogel spiral design co-developed with North Dakota State University (NDSU), graphite-infused Talalay latex, DualFlex adjustable comfort systems, and phase-change-material cooling fabrics.

Revenue is generated through one-time mattress sales across 13 retail collections distributed via authorized retail partners globally, 3 direct-to-consumer collections sold via Shopify with Affirm financing and a 100-night trial, and licensing royalties from international partners such as Dreambed (Japan, five-year exclusive license effective October 2025). Customer segments include individual consumers across all price tiers, commercial and hospitality buyers, and international licensees. King Koil does not publicly disclose revenue.

Name

King Koil

Legal name

King Koil Manufacturing West, LLC

Website

https://kingkoil.com

Company type

Private

Founded year

1898

Operating status

Operating

Headcount range

501–1,000 employees

Short description

King Koil is a US-based mattress manufacturer founded in 1898, owned by Chinese firm AI Dream since April 2024. It designs and sells mattresses across 10+ sub-brands in 80+ countries via retail partners, DTC e-commerce, and international licensing agreements.

Ownership category

akta.pro rank

Product category

Mattresses and Bedding Products

NAICS

Furniture and Home Furnishings Retailers (4491), Mattress Manufacturing (33791), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

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

akta.pro secondary industries

Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses) (CRAIABAH), Pillows & Pillow Systems Retail (CRAIABAC), Adjustable Beds & Bases Retail (CRAIABAB), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF), Mattresses, Bedding & Sleep Products Distribution (CRAOAFAL)

Keywords

• Mattress manufacturing
• Premium bedding products
• Hybrid mattress designs
• Latex and memory foam
• Sleep technology

Headquarters

HQ city

East Windsor

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Mattress and Bedding Product Sales: King Koil generates revenue primarily through the manufacture and sale of mattresses and bedding products. The company sells through both direct-to-consumer e-commerce channels and a network of authorized retail partners. Product lines range from entry-level to luxury, with mattresses priced from approximately $1,299 to over $4,999. The company also sells pillows and accessories. Revenue is one-time at point of sale for products, with no recurring subscription component for standard mattress purchases.
2. Licensing and Brand Extension: King Koil generates revenue through licensing its brand name to international partners. The five-year exclusive license agreement with Dreambed for Japan is one example, where Dreambed manufactures and sells King Koil branded products in exchange for licensing rights. This creates geographic expansion without direct market investment.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

King Koil manufactures and sells premium mattresses and bedding products across multiple price tiers, from entry-level Scott Living models to ultra-luxury Reserve Luxury and tech-forward SmartLife collections. The company uses innerspring coil systems, memory foams, Talalay latex, and proprietary technologies (SmartLife body-sensing, FLOWT spiral gel, HyperGraph graphite-infused foam) and distributes through a network of authorized retail partners in 80+ countries and a direct-to-consumer Shopify storefront.

Differentiator

Problem solved

Functional benefit

Brands

• Scott Living: Mattress collection designed for real comfort every single night, featuring FiberFlow cooling technology and various comfort levels.
• iBed
• SmartLife
• Xtended Life
• Intimate
• FLOWT
• Modern Luxury
• Natural
• Re-Spun
• PureBliss
• Reserve Luxury

Products and services

• iBed Mattress Collection
• SmartLife Mattress
• FLOWT Mattress
• Xtended Life Mattress
• Intimate Handcrafted Mattress
• Scott Living Mattress Collection
• Modern Luxury Mattress
• Natural Mattress Collection
• Re-Spun Eco-Friendly Mattress Collection
• PureBliss Latex Mattress Collection
• Reserve Luxury Mattress Collection
• PureBliss High Profile Natural Talalay Latex Pillow

Quantifiable outcome

• King Koil is positioned as a leading player in the U.S. mattress retail market following AI Dream acquisition in April 2024
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature16 records

Partnerships

Two partnerships are on record, tiered flagship and major.

• DreambedflagshipOEM/ Whitelabel/ Licensing Partner · 3 December 2025King Koil signed a five-year exclusive license agreement with Japanese furniture maker Dreambed to launch the King Koil brand in Japan. Dreambed officially began sales in mid-October 2025. Dreambed, founded in 1950 and listed on the Tokyo Stock Exchange in May 2021, manufactures and sells products under Dreambed and Water World brands while holding additional exclusive licenses for Serta, Ruf Batten, and Ligne Roset in Japan. King Koil CEO David Binke expressed confidence that Dreambed's 70-plus years of industry experience and established manufacturing and distribution capabilities will help establish King Koil as a recognized brand in the Japanese market.
• Comfort King / Chris LarsonmajorTechnology or Integration · 26 February 2025Chris Larson, co-founder of Comfort King, developed an aerogel sleep technology called Flowt through collaboration with North Dakota State University's engineering team over five years. King Koil entered an exclusive partnership with Larson to distribute Flowt nationwide, launching the product at a Las Vegas furniture show where it generated significant industry excitement. Flowt mattresses are currently exclusive to Comfort King stores in Fargo and Sioux Falls, priced between $1,700 and $3,000, with expansion to hundreds or thousands of stores anticipated within a year.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sleep Number: Sleep Number is the direct competitor to King Koil's SmartLife line with its adjustable air-chamber smart beds. Both companies target tech-forward consumers with connected, app-integrated, dual-adjustable mattresses at premium price points ($4,000+).
• Stearns & Foster: Stearns & Foster is a luxury mattress brand owned by Tempur Sealy, comparable to King Koil's Reserve Luxury, Intimate, and Xtended Life premium collections. Both target the same handcrafted, premium-priced segment with innerspring and hybrid constructions.

Emerging players

• Purple Innovation: Purple is a DTC mattress brand known for its proprietary Hyper-Elastic Polymer grid technology. Comparable as a technology-differentiated mattress brand competing in mid-to-premium tiers with both DTC and retail channels, similar to King Koil's hybrid model.
• Casper Sleep: Casper is a DTC mattress disruptor selling foam and hybrid mattresses directly to consumers online. Comparable in product categories (foam, hybrid, adjustable) but with a fundamentally different distribution model (DTC-first) versus King Koil's retail-partner dominance.

Broad incumbents

• Sealy (legacy brand): Sealy is a heritage US mattress brand (founded 1881, comparable to King Koil's 1898 founding) now owned by Tempur Sealy. Directly comparable as a long-established American mattress manufacturer with retail-partner distribution and multiple product tiers.
• Beautyrest: Beautyrest is a heritage US mattress brand owned by Serta Simmons, comparable to King Koil's innerspring and hybrid product lines. Both compete in the mid-to-premium tier through retail partner channels with multi-decade brand equity.
• Tempur Sealy International: Tempur Sealy is the largest US mattress manufacturer with Tempur-Pedic, Sealy, and Stearns & Foster brands. Comparable as a multi-tier mattress manufacturer with retail partner distribution, premium technology positioning (memory foam), and global reach.
• Serta Simmons Bedding: Serta Simmons is a leading US mattress manufacturer and owner of Serta, Beautyrest, and Tuft & Needle brands. Directly comparable as a multi-brand mattress company with broad retail distribution and premium product lines, though significantly larger and more diversified than King Koil.

Regional players

• Dreambed: Dreambed is a Tokyo Stock Exchange-listed Japanese bedding manufacturer with 70+ years of experience and exclusive King Koil licensing for Japan. Comparable as both a partner and a regional mattress competitor in the Japanese market, where King Koil-branded products are now sold.

Others

• AI Dream (Mlily): AI Dream (parent of Mlily) is the Chinese mattress manufacturer that acquired King Koil in April 2024. Comparable as a global mattress manufacturer with similar product categories (memory foam, hybrid mattresses) and serves as King Koil's parent and supply chain partner.

Market position

Weaknesses1 record

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/KingKoilGlobal
• Facebookfacebook.com/143478089009864

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 King Koil