What Nolah Sleep does

Nolah Sleep is a direct-to-consumer mattress and sleep products brand operating as a brand under Brooklyn Bedding, LLC, which is itself controlled by 3Z Brands. The company sells eight distinct mattress lines — Evolution (luxury hybrid), Signature (hybrid and all-foam), Original (entry-level all-foam), Evolution Comfort+ (plus-size), Natural (GOLS-certified organic latex), Nurture (flippable kids), and Alaskan King — alongside adjustable bases, bed frames, mattress toppers, sheets, pillows, and mattress protectors. The core technical platform centers on the proprietary AirFoam® foam technology, marketed as providing roughly 2x better pressure relief than traditional memory foam, supplemented by Tri-Zone™ Foam, zoned coil systems, GlacioTex™ cooling fibers, copper infusions, and ArcticCore™ gel for active temperature regulation. All products are made-to-order at an Arizona manufacturing facility where Nolah performs in-house coiling, foam pouring, cutting, lamination, and sewing.

The business operates primarily through its own e-commerce storefront (nolahsleep.com) with secondary distribution on Amazon and earned-media marketplaces such as WIRED's Sleep Week. Unit pricing for a queen mattress ranges roughly from $597 (Nurture, promotional) to $1,047+ (Evolution, promotional) with starting MSRPs of $999–$2,277+. Nolah extends affordability through Affirm installment financing, HSA/FSA acceptance for eligible purchases, and discount programs for military, healthcare workers, first responders, and teachers. Marketing is heavily product-led, relying on expert endorsements (WIRED, Forbes, Good Housekeeping, Tom's Guide, USA Today, ABC News), sleep-guide content for organic SEO, customer reviews, a referral program, and recurring seasonal sales events. The company is headquartered in Greenwood Village, Colorado, with manufacturing concentrated in Arizona; the legal entity is Brooklyn Bedding, LLC (DBA Nolah Sleep).

Name

Nolah Sleep

Legal name

Brooklyn Bedding, LLC

Website

https://nolahmattress.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Nolah Sleep is a direct-to-consumer mattress and sleep products brand, operating as a subsidiary of Brooklyn Bedding/3Z Brands, selling AirFoam® mattresses, adjustable bases, bedding, and pillows online to U.S. consumers, with a focus on side sleepers, hot sleepers, and plus-size buyers.

Ownership category

akta.pro rank

Product category

Mattresses

NAICS

Mattress Manufacturing (337910), Furniture and Related Product Manufacturing (337)

SIC

Retail-Furniture Stores (5712)

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), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF), Adjustable Beds & Bases Retail (CRAIABAB), Bed Frames, Foundations & Headboards Retail (CRAIABAE), Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG), Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

Keywords

• Direct-to-consumer mattresses
• Mattress-in-a-box
• Online mattress retail
• Hybrid foam mattresses
• Sleep products e-commerce

Headquarters

HQ city

Greenwood Village

HQ country

United States

HQ region

North America

Offices1 record

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 purchase revenue from direct-to-consumer mattress sales across multiple product lines (Evolution, Signature, Original, Natural, Nurture, Alaskan King)
2. Accessories & Bedding: Revenue from complementary products including mattress toppers, sheets, pillows, mattress protectors, and duvet inserts
3. Bed Bases: Sales of adjustable bases (Basic and Smart models) and traditional bed frames as part of complete sleep setup offerings
4. Financing Services: Partnership with Affirm for financing options enabling customers to pay in installments, facilitating higher transaction values

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Nolah Sleep is a direct-to-consumer online retailer that designs, manufactures, and sells mattresses, bed bases, mattress toppers, bedding, pillows, and bedroom accessories under its proprietary AirFoam® technology. All mattresses are made-to-order at the company's Arizona facility and shipped directly to consumers via FedEx, with a 120-night home trial and limited lifetime warranty. The product line spans eight mattress models (Evolution, Signature Hybrid, Signature All-Foam, Original, Evolution Comfort+, Natural, Nurture, Alaskan King) plus adjustable bases, bed frames, and a broad accessories catalog.

Product overview

Nolah Sleep offers a comprehensive sleep ecosystem centered on proprietary AirFoam technology mattresses, with eight distinct mattress models across luxury hybrid, premium all-foam, eco-friendly latex, and kids categories. The core product lineup includes the Evolution (luxury hybrid), Signature (available as hybrid and all-foam variants), Original (entry-level all-foam), Evolution Comfort+ (plus-size), Natural (organic latex), Nurture (flippable kids mattress), and Alaskan King (oversized). The portfolio extends through complementary add-on products including adjustable bases (Basic and Smart with wall-glide/zero-gravity features), traditional bed frames, mattress toppers (AirFoam Luxe, Latex, and Microcoil), bedding essentials (sheet sets, duvet inserts, mattress protectors), pillows (ArcticCore gel, ArcticFlex, Talalay latex, down alternative), and bedroom furniture. All products are designed and assembled at the company's Arizona manufacturing facility using foreign and domestic parts, with a focus on pressure relief, active cooling technology, and American-made craftsmanship. The company offers a 120-night trial, free shipping, and limited lifetime warranty on qualifying purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• Nolah Evolution Mattress Luxury 15-inch hybrid mattress featuring high-density AirFoam® Luxe, targeted support coils, and advanced cooling features. Available in multiple firmness options (4-5, 6-7, or 7-8/10). Sold direct-to-consumer to adult sleepers seeking premium support and cooling.
• Nolah Signature Hybrid Mattress 13-inch hybrid mattress with plush quilted foam, zoned AirFoam® ICE, and coils for pressure relief and supportive comfort. Targets side and combination sleepers.
• Nolah Signature All-Foam Mattress 12-inch premium all-foam mattress with Nolah AirFoam® and Tri-Zone™ Foam for precise pressure relief. Firmness rated 5/10. Targets adult sleepers seeking motion isolation and contouring comfort.
• Nolah Original Mattress 10-inch entry-level all-foam mattress with six soothing foam layers including Tri-Zone™ Foam for targeted support. Firmness rated 5-6/10. Targets value-focused adult shoppers.
• Nolah Evolution Comfort+ Mattress 14-inch deluxe hybrid plus-size mattress with a reinforced coil core for maximum strength and support. Designed for heavier body types and heavy side sleepers.
• Nolah Natural Mattress 11-inch eco-friendly hybrid mattress using GOLS-certified organic latex, moisture-wicking cotton, and temperature-regulating wool. Firmness rated 6/10. Targets eco-conscious shoppers.
• Nolah Nurture Kids Mattress 10-inch flippable hybrid kids mattress with two firmness levels (4-5 and 6-7/10) to accommodate growing children. Sold direct to parents seeking children's sleep products.
• Nolah Alaskan King Mattress 9'x9' oversized hybrid mattress designed for expansive comfort and luxurious spaces. Targets consumers needing oversized sleep setups.
• Nolah Basic Adjustable Base Adjustable bed base with custom settings and full-body massage functionality for enhanced rest and relaxation. Sold to consumers as part of complete bed setup.
• Nolah Smart Adjustable Base Premium adjustable base with wall-glide technology and zero-gravity preset positions. Sold direct to consumers seeking advanced sleep positioning.
• Estes Bed Frame Sturdy wood bed frame with clean, classic design and headboard combo. Sold to consumers as a traditional bed base.
• Harmony Upholstered Bed Frame Mid-century modern upholstered bed frame with solid pine support. Sold to consumers seeking style-focused traditional bases.
• Tranquility Upholstered Bed Frame Upholstered bed frame with solid pine support and tufted upholstery style. Sold to consumers.
• Lyra Upholstered Kids Bed Kids bed frame with durable support and plush arched headboard. Sold to parents furnishing children's bedrooms.
• Vela Upholstered Kids Bed Kids bed frame with upholstered design and winged headboard. Sold to parents.
• Carson Floor Bed Transitional floor bed positioned low to the ground for toddler safety. Sold to parents of toddlers.
• Bryce Floor Bed Modern transitional floor bed with playful styling for toddlers. Sold to parents.
• Alaskan King Bed Frame Solid hardwood bed frame designed for 9'x9' mattresses. Sold to consumers with oversized mattresses.
• AirFoam Luxe Mattress Topper High-density AirFoam® Luxe topper that bolsters pressure relief, support, and durability on any mattress. Sold direct to consumers.
• Nolah Mattress Topper Award-winning mattress topper adding extra cushioning and pressure relief to any existing mattress. Sold direct to consumers.
• Talalay Latex Mattress Topper 3-inch responsive Talalay latex topper that revitalizes any mattress and relieves tension on sensitive joints. Sold to consumers seeking responsive comfort.
• Nolah Microcoil Mattress Topper Hybrid topper combining contouring foam and individually-wrapped coils for comfort and support. Sold to consumers.
• Blended Cotton Sheet Set Ultra-soft blended cotton/bamboo sheets with deep pockets designed to fit premium mattresses. Sold direct to consumers.
• Tencel Sateen Sheet Set Silky-smooth, cooling sheets made from 100% Tencel Lyocell. Sold to consumers seeking premium cooling bedding.
• Down Alternative Duvet Insert Quilted, medium-weight duvet designed for year-round comfort. Sold direct to consumers.
• Duvet Cover Set Ultra-soft cotton blend duvet cover and pillow sham set. Sold direct to consumers.
• GlacioTex Cooling Mattress Protector Waterproof mattress protector made with GlacioTex™ cooling high thermal conductivity fibers for active temperature regulation. Sold to consumers.
• Terry Cloth Mattress Protector Plush terry cloth mattress protector with deep pockets to fit any mattress. Sold direct to consumers.
• Complete Coverage Mattress Encasement Full mattress encasement providing 360-degree protection. Sold direct to consumers.
• Kids Mattress Encasement Waterproof, hypoallergenic, and machine-washable mattress encasement designed for children. Sold to parents.
• ArcticCore Gel Pillow Advanced cooling pillow with ArcticCore™ gel technology for premium pressure relief and temperature control. Sold direct to consumers.
• ArcticFlex Pillow Cloud-like comfort pillow with customizable support. Sold direct to consumers.
• Talalay Latex Pillow Natural support pillow with maximum breathability using Talalay latex. Sold direct to consumers.
• Fluffy Pillow Set Lofty, moldable, and hypoallergenic pillow set. Sold direct to consumers.
• Down & Feather Pillow Luxurious pillow combining loft with structured support using down and feathers. Sold direct to consumers.
• Side Support Knee Pillow Ergonomic pillow relieving pressure on hips, knees, and lower back while promoting healthy spinal alignment for side sleepers. Sold to consumers.
• Bed Wedge Pillow Multi-purpose wedge pillow with 10-inch incline to combat snoring, relieve back pain, or elevate comfort while lounging. Sold to consumers.
• Estes Nightstand Bedroom furniture piece providing convenient bedside storage with natural wood style. Sold direct to consumers.

Quantifiable outcome

• 2x better pressure relief than memory foam
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature7 records

Partnerships

One partnership is on record.

• AffirmsupportingGTM or Marketing PartnerFinancial technology partnership providing installment financing options for customers to purchase mattresses through pay-over-time plans

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Casper: Casper is a pioneering DTC mattress and sleep products brand selling foam, hybrid, and bed-in-a-box products online. Directly comparable to Nolah across product format, target customer (side, back, combination sleepers), and DTC distribution model.
• Tuft & Needle: Tuft & Needle pioneered the DTC foam mattress category with adaptive foam, similar 100+ night trials, and Amazon marketplace presence. Direct peer on foam mattress positioning, trial-based purchase model, and mid-market price tier overlapping Nolah Original/Signature.
• Leesa Sleep: Leesa is a DTC foam and hybrid mattress brand with social-impact positioning and similar trial/warranty terms. Direct peer competing on premium foam positioning, online mattress-in-a-box model, and editorial-led marketing.
• DreamCloud: DreamCloud is a DTC hybrid mattress brand offering luxury beds at promotional price points with similar trial/warranty terms and online distribution. Direct peer on product, price band, and target customer overlap with Nolah's Evolution and Signature lines.
• Avocado Green Mattress: Avocado is a DTC mattress brand focused on organic, GOTS/GOLS-certified latex and hybrid mattresses with made-in-USA manufacturing. Direct peer on natural/organic mattress line and eco-certification positioning, comparable to Nolah's Natural line.
• Purple: Purple sells DTC mattresses built around its proprietary hyper-elastic polymer grid, with similar cooling and pressure-relief positioning. Directly comparable on proprietary material technology, hybrid construction, and direct-to-consumer e-commerce go-to-market.
• Saatva: Saatva sells premium DTC mattresses (innerspring, memory foam, latex, adjustable bases) with strong editorial endorsement and direct delivery model. Direct peer on premium positioning, editorial-driven acquisition, and complete sleep ecosystem (mattress + base).
• Brooklyn Bedding: Brooklyn Bedding is Nolah's parent brand and a vertically integrated DTC mattress manufacturer operating the same Arizona factory. Sister-brand peer sharing manufacturing, distribution, and supply chain; competes directly across similar product lines and price tiers.
• Helix Sleep: Helix sells DTC hybrid and foam mattresses with a wide firmness/construction matrix (similar to Nolah's Evolution/Signature/Original tiers) and targets sleep-position-based segmentation (side, back, stomach). Direct competitor in online mattress retail.

Broad incumbents

• Tempur Sealy International: Tempur Sealy owns Tempur-Pedic and Sealy/Mattress Firm distribution, dominating the US mattress market with proprietary memory foam technology. Broad incumbent competing with Nolah at premium price points and increasingly via direct-ship channels; relevant for category benchmark on margin and brand strength.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NolahSleep

Revenue estimate

Valuation estimate

Number of profiles

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 Nolah Sleep