What Brooklyn Bedding does

Brooklyn Bedding, LLC is a vertically integrated direct-to-consumer mattress manufacturer founded in 1995 by brothers John and Rob Merwin. The company designs, engineers, and assembles mattresses in-house at a 650,000 sq ft state-of-the-art manufacturing facility in Phoenix, Arizona, producing hybrid constructions that combine memory foam layers (copper-infused, gel, phase-change material) with individually encased steel coil systems. Its proprietary technology stack includes GlacioTex cooling covers, ThermoPhase PCM-infused foam, CopperFlex memory foam, TitanCore/TitanGel systems for plus-size applications, and Ascension Zoned Coils. The portfolio spans eight mattress lines — CopperFlex Collection, Signature Hybrid, Aurora Luxe Cooling, ThermoBalance Collection, Plank Firm Luxe, Titan Plus series, BB Kids, Sedona Elite, and Spartan — plus RV-specific mattresses and an accessories line (pillows, toppers, sheets, protectors, adjustable bases, pet beds).

The business model is primarily direct-to-consumer e-commerce via BrooklynBedding.com with factory-direct pricing that eliminates retail markups, supplemented by owned showrooms and a newly launched nationwide retail program. A flagship partnership with Big Sandy Superstore places Brooklyn Bedding in 28 retail locations across Kentucky, Ohio, West Virginia, Indiana, Michigan, and Missouri. Pricing is unit-based with promotional cadence (e.g., 30% sitewide), 0% APR financing through Affirm, and HSA/FSA eligibility via TrueMed. Customer segments are horizontally oriented around personas: hot sleepers, plus-size sleepers, back/stomach sleepers, value-conscious consumers, parents with children, RV owners, and athletes. The company is part of the 3Z Brands portfolio alongside Helix Sleep, operates five wholly-owned sub-brands (RV Mattress, Plank Mattress, Titan Mattress, Dreamfoam Bedding, The Mattress Shop), and acquired Bear Mattress in 2022.

Name

Brooklyn Bedding

Legal name

Brooklyn Bedding, LLC

Website

http://www.brooklynbedding.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

251–500 employees

Short description

Brooklyn Bedding is a vertically integrated direct-to-consumer mattress manufacturer founded in 1995, operating a 650,000 sq ft Phoenix, Arizona factory. The company sells hybrid, foam, and specialty mattresses across multiple price tiers through e-commerce, showrooms, and retail partnerships.

Ownership category

akta.pro rank

Product category

Mattresses

NAICS

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

SIC

Retail-Furniture Stores (5712), Household Furniture (2510), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

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

akta.pro secondary industries

Pillows & Pillow Systems Retail (CRAIABAC), Adjustable Beds & Bases Retail (CRAIABAB), Bedding & Bed Linens Retail (Sheets, Duvets, Mattress Protectors) (CRAIABAD), Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

Keywords

• Mattress manufacturing
• Direct-to-consumer mattresses
• Hybrid sleep products
• Bed-in-a-box
• Cooling mattress technology

Headquarters

HQ city

Glendale

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, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Mattress Sales: One-time purchase of mattresses sold directly to consumers through e-commerce and retail channels. Products are offered at factory-direct pricing, eliminating middleman markups. Revenue is generated per transaction with varying price points across product tiers.
2. Accessories Sales: Sale of complementary sleep products including pillows, mattress toppers, sheets, protectors, foundations, adjustable bases, and pet beds. These accessories provide upsell opportunities and recurring revenue from existing mattress customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Brooklyn Bedding designs, manufactures, and sells mattresses and sleep accessories directly to consumers via its e-commerce site and retail partners, producing hybrid and specialty mattresses at a 650,000 sq ft factory in Phoenix, Arizona. Its core lineup spans value to luxury tiers (CopperFlex, Signature Hybrid, Aurora Luxe, ThermoBalance, Plank Firm Luxe, Titan Plus, BB Kids, Spartan, Sedona Elite), complemented by pillows, toppers, sheets, protectors, foundations, adjustable bases, and pet beds. Products are sold at factory-direct pricing with 120-night trials and limited lifetime warranties.

Product overview

Brooklyn Bedding is a direct-to-consumer mattress manufacturer offering a comprehensive sleep products portfolio. The company operates a vertically integrated model with its own 650,000+ square foot manufacturing facility in Phoenix, Arizona. The core mattress lineup includes the CopperFlex Collection (value-engineered copper-infused mattresses), Signature Hybrid (best-value hybrid), Aurora Luxe Cooling (premium cooling mattress), and the ThermoBalance Collection (luxury cooling with Phase Change Material technology). Specialty mattresses include the Plank Firm Luxe (ultra-firm/flippable), Titan Plus series (plus-size support), BB Kids (children's mattresses), and Spartan (athletic recovery). The accessories portfolio encompasses pillows (cooling gel, shredded foam, Talalay latex), mattress toppers (microcoil, CopperFlex), bedding (Tencel sheets, bamboo sheets), mattress protectors, adjustable bases (Ascension Ultra and Luxe), foundations, and pet beds. The company recently expanded into brick-and-mortar retail through partnerships like Big Sandy Superstore. All mattresses feature certifications including GREENGUARD Gold and CertiPUR-US, and come with 120-night trials and limited lifetime warranties.

Differentiator

Problem solved

Functional benefit

Brands

• CopperFlex Collection: Value engineered mattress collection with copper infusion technology
• Signature Hybrid
• Aurora Luxe Cooling
• ThermoBalance Collection
• Plank Firm Luxe
• Titan Plus Luxe
• Spartan
• BB Kids
• Sedona Elite

Products and services

• CopperFlex Collection Value-engineered mattress collection infused with copper for temperature regulation and pressure relief, available in multiple firmness levels including Essential, Pro 14", and 12" models. Targets value-conscious shoppers.
• Signature Hybrid Best-value hybrid mattress featuring ThermoPhase phase change material foam, GlacioTex cooling cover, and Ascension X coil system, available in soft, medium, or firm with optional cloud pillowtop upgrade.
• Aurora Luxe Cooling Cooling mattress featuring GlacioTex cooling cover, copper-infused foam, and 3-zoned Ascension coils, with optional cloud pillowtop, designed for hot sleepers.
• ThermoBalance Collection Premium luxury cooling mattress collection with triple cooling technology, including Phase Change Material, 4lb copper-infused memory foam, and 3-zoned coil support, available in ThermoBalance, Elite, LX, and LX Elite variants.
• Plank Firm Luxe Ultra-firm flippable hybrid mattress endorsed by the American Chiropractic Association, with optional GlacioTex cooling cover and dual firmness levels (firm and extra firm) in one mattress.
• Titan Plus Luxe Luxury plus-size mattress designed for heavier sleepers (up to 1,000 lbs capacity) with TitanCore coils, TitaniumGel-infused foam, optional GlacioTex cooling cover, and sag-resistant plush comfort layers.
• Titan Plus Elite Premium luxury plus-size mattress with dual-coil system and cooling cloud pillowtop for enhanced contouring and support, designed for heavier sleepers.
• BB Kids Mattress Affordable kids mattress with Nano Stain Terminator protection, gel swirl memory foam, and open-cell cooling technology, GREENGUARD Gold and CertiPUR-US certified.
• Spartan Mattress Athletic recovery mattress featuring active recovery technology while sleeping, designed for athletes and active individuals.
• Sedona Elite Mattress Luxury dual-coil mattress with dual coil system for enhanced support and contouring comfort.
• RV Mattresses Specialty mattress collection designed for recreational vehicles, available in RV Bunk, RV King, and custom dimensions.
• BB Pet Bed Pet bed featuring waterproof protection, plush comfort, washable cover, and non-skid base.
• Luxury Cooling Gel Memory Foam Pillow Premium pillow featuring responsive contouring and exceptional cooling properties for temperature regulation during sleep.
• Premium Shredded Foam Pillow Adjustable pillow with shredded foam fill offering cloud-like comfort and customizable loft.
• Talalay Latex Pillow Pillow made from natural Talalay latex materials for a cool and healthy sleep surface.
• Ascension Ultra Adjustable Power Base Premium adjustable bed base offering massage therapy and ergonomic head and foot adjustment.
• Ascension Luxe Adjustable Power Base Adjustable power base providing customized comfort and support for sleep and spine health.
• Microcoil Mattress Topper Premium mattress topper featuring microcoils for body-contouring support and comfort enhancement.
• CopperFlex Mattress Toppers Mattress upgrade toppers available in 2", 3", and 4" thickness options with copper-infused foam technology.
• Deep Pocket Tencel Sheets Luxury sheet set made from botanical Tencel material offering cool and silky comfort with sustainable sourcing.
• Luxury Cooling Mattress Protector Water-resistant mattress protector with cooling technology for long-lasting comfort and protection.
• The Foundation (Bed Foundation) Bed foundation with click-in assembly design offering long-lasting support for Brooklyn Bedding mattresses.
• High Rise Platform Platform bed frame providing critical center support for all mattress types with adjustable height capability.

Quantifiable outcome

• 51,000+ customer reviews across product lines indicating scale of customer base
• +1 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Big Sandy SuperstorecoreChannel Partner/ Reseller/ Distributor · 8 April 2026Brooklyn Bedding partnered with Big Sandy Superstore to make mattresses available in 28 retail locations across the Midwest, including stores in Kentucky, Ohio, West Virginia, Indiana, Michigan, and Missouri. Big Sandy Superstore is an employee-owned home furnishings retailer with 30 locations. Brooklyn Bedding is the second 3Z Brands portfolio company featured on the retailer's showroom floors alongside Helix Sleep. The assortment includes three redesigned models spanning three pricing tiers.
• TrueMedminorGTM or Marketing PartnerBrooklyn Bedding has partnered with TrueMed to make it easy for customers to shop using HSA/FSA funds. This partnership expands payment options for health-conscious consumers who want to use pre-tax healthcare dollars for mattress purchases.
• Helix Sleep (3Z Brands)coreStrategic or Co-development PartnerBrooklyn Bedding and Helix Sleep are both portfolio companies under 3Z Brands. Brooklyn Bedding's retail expansion draws on insights from Helix's successful retail program. Both brands are featured at Big Sandy Superstore, making Brooklyn Bedding the second 3Z Brands portfolio company on the retailer's showroom floors alongside Helix.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Helix Sleep: Sister brand under the same 3Z Brands portfolio. Helix operates a near-identical direct-to-consumer hybrid mattress model with factory-direct pricing, and its retail rollout is the explicit blueprint for Brooklyn Bedding's brick-and-mortar expansion.
• Casper: Pioneer of the bed-in-a-box category, selling hybrid and foam mattresses DTC with comparable product breadth (cooling, plus-size, kids) and a similar factory-direct value proposition. Most direct competitor in consumer mindshare.
• Purple: DTC mattress brand built around proprietary gel-grid technology, now operating both e-commerce and a growing retail store footprint. Directly comparable in product positioning (innovation-led, premium-priced hybrids) and channel strategy.
• Nectar Sleep: Value-positioned bed-in-a-box brand competing in the same factory-direct, heavy-promotion segment of the mattress market that anchors Brooklyn Bedding's CopperFlex and Signature lines.
• Tuft & Needle: Original DTC foam mattress brand, now owned by Serta Simmons. Competes head-to-head in the mid-tier hybrid and foam category with comparable target customers and pricing tiers.
• DreamCloud: Hybrid and luxury mattress DTC brand sold through the Resident parent. Overlaps with Brooklyn Bedding's premium tiers (Aurora Luxe, ThermoBalance) and shares the heavy-discount GTM motion.
• Saatva: Premium online mattress retailer with white-glove delivery and an expanding physical viewing-room footprint. Competes in the upper price tiers where Brooklyn Bedding's ThermoBalance and Sedona Elite lines are positioned.
• Leesa Sleep: DTC hybrid and foam mattress brand with a social-impact positioning similar to Brooklyn Bedding's cause-driven messaging. Targets overlapping middle-income consumer segments with comparable price points.
• Bear Mattress: DTC mattress brand acquired by Brooklyn Bedding in July 2022. Operates as a sub-brand and the closest internal comparable for evaluating Brooklyn Bedding's DTC acquisition playbook and brand-portfolio economics.

Broad incumbents

• Tempur Sealy International: Largest mattress manufacturer and retailer in the US, with Tempur-Pedic, Sealy, and Stearns & Foster brands sold through national retail chains. Sets the competitive ceiling on price, distribution, and brand investment across the category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/brooklynbedding
• Xx.com/brooklynbedding
• Facebookfacebook.com/brooklynbedding
• LinkedInlinkedin.com/company/brooklynbedding

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brooklyn Bedding