What Lull Ventures, LLC does

Lull Ventures, LLC, doing business as Lull, is a US direct-to-consumer e-commerce company that designs, markets, and sells mattresses and complementary sleep products through its own website, lull.com. Founded in 2015 and headquartered in Santa Barbara, California, the company serves individual consumers shopping for home sleep products, with a horizontal go-to-market focused on adults seeking better sleep quality, pressure-point relief, back pain management, temperature regulation, and motion isolation. The product architecture centers on four flagship mattresses: the 10-inch Original (five-layer memory foam), the 12-inch Premium (enhanced cooling memory foam), the 13-inch Luxe Hybrid (foam plus individually wrapped pocket coils), and the 15-inch Luxe Premium Hybrid as the top tier. Underlying technology includes proprietary heat-dispersing gel beads, high-resilience foam, open-cell memory foam, and foam-encased pocket coil systems, all CertiPUR-US certified. The product ecosystem extends to two pillow SKUs, two bed frames, a foundation, sheet sets, duvet inserts and covers, a mattress protector, pillowcases, and bundled packages such as the Dream Bundle. Lull's business model is pure-play DTC: products ship compressed in boxes directly to consumers with free shipping in the contiguous US, supported by a 365-night in-home trial and lifetime warranty as the primary risk-reversal mechanisms. Pricing is one-time hardware purchase with deep promotional discounting (currently 66% off MSRP across the line), supplemented by 0% APR financing through Affirm and a $50/$50 referral program. Marketing relies on owned social channels (X, Facebook, Pinterest, Instagram, TikTok), a mattress quiz lead-capture tool, email, customer reviews (50,000+ verified reviews, 4.6/5 average), and earned media placements in Newsweek, Today Show, People Magazine, and Better Homes and Gardens. The company has no disclosed external funding and operates on a privately held, bootstrapped basis.

Name

Lull Ventures, LLC

Legal name

Lull Ventures LLC

Website

https://lull.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Lull is a US direct-to-consumer e-commerce mattress and bedding brand founded in 2015, selling a four-tier mattress line (Original, Premium, Luxe Hybrid, Luxe Premium Hybrid) plus sleep accessories to individual consumers online with a 365-night trial and lifetime warranty.

Ownership category

akta.pro rank

Product category

Mattresses and Bedding

NAICS

Mattress Manufacturing (33791), Mattress Manufacturing (337910)

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 industry

Pillows & Pillow Systems Retail (CRAIABAC)

Keywords

• Memory foam mattresses
• Hybrid mattresses
• Bedding products
• Bed-in-a-box
• Online sleep products

Headquarters

HQ city

Santa Barbara

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Mattress Sales: One-time hardware sales of memory foam mattresses, hybrid mattresses, pillows, sheets, bedding, bed frames, and accessories through lull.com. Products are sold at various price points from entry-level to luxury tiers with occasional promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Lull Ventures, LLC operates as a direct-to-consumer e-commerce retailer of mattresses and bedding products under the Lull brand. The company designs and sells memory foam and hybrid mattresses (in 10-inch, 12-inch, 13-inch, and 15-inch profiles) along with complementary sleep products including pillows, bed frames, sheet sets, duvets, duvet covers, mattress protectors, and pillowcases, all shipped compressed in boxes directly to consumer homes. The company supports sales with a 365-night in-home trial, free shipping in the contiguous U.S., and a lifetime warranty.

Product overview

Lull Ventures, LLC operates as an online mattress and bedding company offering a portfolio of four flagship mattresses and complementary sleep products. The core product line includes the Original Lull Mattress (10-inch, 5-layer memory foam), Premium Lull Mattress (12-inch enhanced memory foam), Luxe Hybrid Mattress (13-inch hybrid with pocket coils), and Luxe Premium Hybrid Mattress (15-inch premium hybrid). These mattresses are sold directly to consumers online with a 365-night trial and lifetime warranty. The product ecosystem extends to pillows (Original Down-Alternative and Memory Foam), bed frames (Gaviota Platform and Arrellaga Metal), mattress foundation, and bedding accessories including organic cotton and cotton blend sheet sets, duvet inserts and covers, mattress protector, and pillowcases. The company also offers bundled packages like the Dream Bundle combining mattress accessories at discounted prices. All mattresses feature CertiPUR-US certified foams and are compressed and shipped in boxes to consumers' doors.

Differentiator

Problem solved

Functional benefit

Products and services

• Original Lull Mattress 10-inch, 5-layer memory foam mattress designed for pressure point relief and spinal support, with gel-infused cooling top layer and CertiPUR-US certified foams; ships free in 1-2 business days.
• Premium Lull Mattress 12-inch premium memory foam mattress with enhanced cooling, comfort, and support, featuring a 4-layer design with a 2-inch gel-infused cooling memory foam layer and quilted memory foam cover; CertiPUR-US certified.
• Luxe Hybrid Mattress 13-inch hybrid mattress combining premium memory foam with individually wrapped pocket coils for luxury hotel-quality sleep, with 6 layers including a foam-encased coil system for motion isolation and edge support.
• Luxe Premium Hybrid Mattress 15-inch premium hybrid mattress with 7 layers combining memory foam and individually wrapped pocket coils, featuring enhanced cooling technology, sink-resistant layers, and reinforced edge support.
• Original Lull Pillow Down-alternative pillow providing hypoallergenic comfort and support for home sleepers.
• Memory Foam Pillow Memory foam cooling pillow with a removable washable cover for temperature regulation.
• Gaviota Platform Bed Frame Wood platform bed frame designed to complement Lull mattresses with modern aesthetics.
• Arrellaga Metal Bed Frame Metal folding bed frame offering sturdy support and easy assembly for Lull mattresses.
• Mattress Foundation Mattress foundation providing additional support and height for Lull mattresses.
• Organic Cotton Sheet Set 100% GOTS certified organic cotton sheets with a lightweight sateen weave for breathability and year-round comfort.
• Cotton Blend Sheet Set Sheets made from a 60% cotton and 40% polyester blend with a sateen weave for silky smooth texture and wrinkle-free appearance.
• Original Lull Duvet All-season down-alternative duvet insert with a premium cotton shell and hypoallergenic microfiber fill, Oeko-Tex Standard 100 certified.
• Down Duvet Down-filled duvet insert for premium warmth and comfort.
• Cotton Blend Duvet Cover Silky soft duvet cover made from a 60% cotton and 40% polyester blend, Oeko-Tex Standard 100 certified and produced as a Sustainable Furnishings Council member product.
• Organic Cotton Duvet Cover Duvet cover made from organic cotton for eco-conscious consumers.
• Mattress Protector 100% waterproof and stain-resistant mattress protector with breathable fabrics, quiet design, and protection against allergens, spills, and stains.
• Dream Bundle Bundled package combining a mattress with a White Extra Soft Sheet Set, 2 Cooling Pillows, and a waterproof Mattress Protector at a discounted bundle price.
• Cotton Blend Pillowcase Set Pillowcase set made from a 60% cotton and 40% polyester blend for soft, breathable comfort.
• Organic Cotton Pillowcase Set 100% GOTS certified organic cotton pillowcase set with a buttery soft sateen weave and luminous finish.

Quantifiable outcome

• 9 out of 10 customers report happiness switching from their old mattress
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• CertiPUR-UScoreOthersCertiPUR-US certification ensures all foams used in Lull mattresses meet rigorous standards for content, emissions, and durability. Products are tested for minimal off-gassing, no harmful chemicals, no formaldehyde, no ozone depleters, no heavy metals, and ultra-low VOC emissions (less than 0.5 ppm).
• Sustainable Furnishings CouncilminorOthersLull is a member of the Sustainable Furnishings Council, committing to environmental standards including analyzing environmental impacts, minimizing carbon emissions, waste stream pollutants, and un-recyclable content in products and distribution.
• Mattress Recycling CouncilminorOthersLull is a member of the Mattress Recycling Council, supporting responsible end-of-life mattress disposal and recycling initiatives.
• AffirmcoreOthersAffirm provides financing options for Lull customers, enabling 0% APR installment payments starting as low as $19/month. Customers can check financing eligibility at checkout.
• Oeko-TexcoreOthersStandard 100 by Oeko-Tex certification verifies that fabrics used in Lull products are tested and verified to be free from harmful levels of more than 300 substances, ensuring product safety.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Nectar: Nectar is a DTC memory foam mattress brand (owned by Resident Home) competing in the same bed-in-a-box category with aggressive pricing, free shipping, and a home trial. It is explicitly cited by Lull as a competitor.
• Bear Mattress: Bear is a DTC memory foam and hybrid mattress brand targeting athletes and active consumers, with athletic-recovery-focused marketing. It competes in the same online mattress niche with comparable trial and warranty structures.
• DreamCloud: DreamCloud is a DTC hybrid mattress brand (Resident Home portfolio) competing in the mid-premium tier with trial and financing offers. Its hybrid product line and price points overlap directly with Lull's Luxe Hybrid tier.
• Casper: Casper is the original DTC bed-in-a-box mattress company offering memory foam and hybrid mattresses sold directly online with home trial. It is the most direct competitor to Lull and is explicitly benchmarked in Lull's GTM materials.
• Purple: Purple is a DTC mattress brand built around proprietary polymer grid technology, sold online with trial and a growing showroom retail footprint. It targets the same value-conscious sleep consumer as Lull via comparable price points and risk-reversal terms.
• Helix Sleep: Helix is a DTC mattress brand offering a quiz-driven personalized mattress match with foam and hybrid options. The mattress quiz and personalization-driven GTM closely mirror Lull's product-led approach.
• Tuft & Needle: Tuft & Needle (now owned by Serta Simmons) pioneered the value DTC mattress category with foam mattresses sold online. It is highly comparable to Lull's Original mattress positioning and price band.
• Saatva: Saatva sells premium innerspring, memory foam, and hybrid mattresses direct-to-consumer with white-glove delivery and a home trial. It overlaps with Lull on hybrid product tiers and DTC distribution but operates in a higher price band.
• Leesa: Leesa is a DTC mattress brand selling memory foam and hybrid mattresses online with a home trial and social-impact branding. It competes head-to-head with Lull on price points, trial policies, and channel mix.
• Avocado Mattress: Avocado is a DTC mattress brand specializing in organic, GOTS-certified and CertiPUR-US foams sold direct-to-consumer. It overlaps with Lull's organic cotton lines and sustainability certifications (Sustainable Furnishings Council, GOTS).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/lullbed
• Facebookfacebook.com/lullbed
• Instagraminstagram.com/lullbed
• Pinterestpinterest.com/lullbed
• TikToktiktok.com/@lull

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Lull Ventures, LLC