SafeRest
SafeRest is a direct-to-consumer bedding protection brand that designs and sells waterproof mattress protectors, pillow protectors, and encasements to consumers via a Shopify DTC site and the Amazon marketplace.
- Company typePrivate
- Founded-
- HeadquartersWalpole, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What SafeRest does
SafeRest is a direct-to-consumer bedding protection company headquartered at 85 West Street, Walpole, Massachusetts, that designs and sells waterproof mattress protectors, pillow protectors, and 360° zippered encasements. The company distributes through its own Shopify-powered website (saferest.com) and the Amazon US marketplace via authorized seller EverydayPure. Its target customer base spans general consumers, parents with infants, allergy and asthma sufferers, pet owners, and commercial/hospitality buyers. Products are priced in the $9.99–$99.99 range, with 10-year warranties on premium lines and a 200+ wash durability rating, supported by 280,000+ verified reviews and a 4.6-star average rating across channels.
The product platform centers on cotton terry fabric bonded to a breathable waterproof membrane, with select lines registered as FDA Class 1 Medical Devices. The company has built out a sub-brand architecture including Sleepure (bamboo), CloudGuard (hybrid), the Tencel Collection, Perlux, and SafeRest Renewal, broadening material and price-point coverage within bedding protection. The business model is product-led DTC e-commerce: revenue is generated through unit sales of mattress and pillow protection products at low-to-mid teens dollar average selling prices, with repeat-purchase dynamics tied to bedding replacement cycles and household turnover.
SafeRest operates as a portfolio company of Thrasio following its acquisition on June 29, 2021, and is organized as SafeRest LLC domiciled in Massachusetts. Customer acquisition is supported by an SMS marketing program in addition to DTC and Amazon channels, and the brand relies on verified-review density rather than disclosed AI/ML capabilities for conversion optimization.
SafeRest firmographics
Firmographics- Name
- SafeRest
- Legal name
- SafeRest LLC
- Website
- https://saferest.com
- Company type
- Private
- Operating status
- Operating
- Short description
- SafeRest is a direct-to-consumer bedding protection brand that designs and sells waterproof mattress protectors, pillow protectors, and encasements to consumers via a Shopify DTC site and the Amazon marketplace.
- Ownership category
- akta.pro rank
SafeRest industry classification
Industry- Product category
- Bedding Protection Products
- NAICS
- Fabric Coating Mills (31332)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Miscellaneous Plastics Products (3080)
- akta.pro primary industry
- Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)
- akta.pro secondary industry
- Waterproofing Membranes & Systems (Liquid-Applied & Sheet) (IMADAOAC)
Keywords
Where SafeRest is headquartered
LocationHeadquarters
- HQ city
- Walpole
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
SafeRest business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Revenue generated from direct consumer purchases through saferest.com website. Customers select from product catalog, pay via credit card or other payment methods, and receive products shipped to their address. Shopify powers the e-commerce platform.
- Amazon Marketplace Sales: Revenue from third-party marketplace sales through Amazon. The company maintains one authorized seller (EverydayPure) on Amazon per warranty documentation. Products sold include bundled sets and individual protectors.
- SMS Marketing Program: Mobile messaging program for marketing communications including checkout reminders, new product announcements, and promotional updates. Users opt in to receive up to 4 recurring messages per month.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Zippered Mattress Encasement - Full 360° zippered protection |
| Unit Pricing | Pay-as-you-go | Everyday Value Mattress Protector - Budget-friendly waterproof protection |
| Unit Pricing | Pay-as-you-go | Zippered Pillow Protector - Waterproof pillow protection |
| Unit Pricing | Pay-as-you-go | Sleepure Bamboo Mattress Protector - Bamboo-derived fabric protector |
| Unit Pricing | Pay-as-you-go | CloudGuard Hybrid Protector & Pad - Quilted comfort with water-resistant protection |
| Unit Pricing | Pay-as-you-go | Box Spring Encasement - 6-sided protection for box springs |
| Unit Pricing | Pay-as-you-go | Crib Mattress Protection - Sized for children's mattresses |
| Unit Pricing | Pay-as-you-go | Mattress + Pillow Protector Bundle - Complete bed protection set |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
SafeRest product offering
Product offeringCore offering
SafeRest designs and sells waterproof mattress protectors, pillow protectors, and zippered encasements featuring a cotton terry surface bonded to a breathable waterproof membrane. Products are sold directly to consumers via saferest.com (Shopify-hosted) and through one authorized Amazon seller (EverydayPure), with FDA-registered Class 1 Medical Device status and warranties ranging from 3 to 15 years.
Product overview
SafeRest is a direct-to-consumer bedding protection company offering a portfolio of mattress protectors, pillow protectors, and encasements under the SafeRest and Sleepure brands. The product line includes fitted sheet-style protectors (Everyday Value, Cotton Terry, CloudGuard Hybrid, Sleepure Bamboo), full 360° zippered encasements (Mattress Encasement, Box Spring Encasement), pillow protectors, and crib-specific protection. Products range from budget-friendly everyday options to premium bamboo and quilted variants, all featuring waterproof, hypoallergenic, and noiseless cotton terry or bamboo-based construction with warranties ranging from 3 to 15 years. SafeRest products are FDA-registered Class 1 Medical Devices sold primarily through their e-commerce platform and third-party retailers.
Differentiator
Problem solved
Functional benefit
Brands
- Sleepure: Bamboo-derived mattress protector product line made with 60% Polyester, 40% Viscose
- CloudGuard
- Tencel Collection
- Perlux
- SafeRest Renewal
Quantifiable outcome
- Rated 4.6★ by 280,000+ verified reviewers
- +3 more outcomes
Companies that use SafeRest
Customer profileSegments5 records
Ideal customer profiles5 records
SafeRest technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
SafeRest partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core, major and minor.
- ShopifycoreSafeRest's e-commerce website (saferest.com) is hosted on Shopify's platform. Shopify provides the online e-commerce infrastructure including payment processing (PCI-DSS compliant), data storage, and website functionality. Direct payment gateways process transactions securely.
- EverydayPuremajorEverydayPure is the single authorized Amazon seller for SafeRest products. The company explicitly warns customers to ensure they purchase from this authorized seller to receive genuine SafeRest products. Unauthorized sellers are not covered by warranty.
- FacebookminorSocial media platform used for brand presence and targeted advertising. Facebook's pixel/tracking technology used for conversion tracking and ad targeting.
Scale indicators8 records
Recent moves5 records
Expansion highlights4 records
SafeRest competitors and assessment
Company assessmentBroad incumbents
- Lucid: Lucid sells mattresses and bedding accessories (including mattress protectors) primarily through Amazon and major retailers, with comparable value-tier positioning and a similarly review-driven e-commerce footprint.
- Malouf: Malouf is a larger, established sleep products company offering mattress protectors, pillows, sheets, and adjustable beds across multiple channels including retail and DTC; broader portfolio but direct overlap in mattress and pillow protection categories.
- Saatva: Saatva is a premium DTC bedding brand selling mattresses, bedding, and sleep accessories; its mattress pad/protector category overlaps with SafeRest's premium tier targeting high-end consumers.
- Casper Sleep: Casper is a major sleep brand with床垫, pillows, and bedding accessories including mattress protection; broader DTC distribution and brand scale, but competing in the adjacent premium bedding accessory category.
Direct peers
- CGK Linens: CGK Linens is a Thrasio-owned sister brand selling bedding products including mattress and pillow protectors through Shopify DTC storefront; directly comparable as a portfolio peer with shared parent infrastructure and overlapping customer segments.
- Protect-A-Bed: Protect-A-Bed manufactures and sells a broad range of waterproof mattress encasements, pillow protectors, and bedding protection products with similar premium positioning, FDA-adjacent claims, and extended warranties, directly competing in the same category.
- AllerEase: AllerEase is a leading mattress protection brand specializing in allergen-barrier and waterproof mattress protectors and encasements, targeting the same consumer needs (dust mites, spills, bed bugs) as SafeRest with overlapping retail and DTC distribution.
- Linenspa: Linenspa designs and sells mattress protectors, encasements, and bedding accessories primarily through Amazon and DTC, targeting value-conscious consumers with comparable product categories and pricing tiers to SafeRest's Everyday Value line.
- Beckham Hotel Collection: Beckham Hotel Collection is another Thrasio portfolio brand selling bedding and sleep-related products on Shopify, with similar DTC review-driven marketing and price points to SafeRest.
Emerging players
- PlushBeds: PlushBeds focuses on organic and natural sleep products including mattress toppers and protectors with bamboo and cotton variants, partially overlapping with SafeRest's Sleepure Bamboo and Perlux/Tencel lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SafeRest financial estimates
Financial estimateRevenue estimate
Valuation estimate
SafeRest leadership team
Management profileNumber of profiles
Profiles1 record
SafeRest funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SafeRest M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SafeRest
What does SafeRest do?
SafeRest designs and sells waterproof mattress protectors, pillow protectors, and zippered encasements featuring a cotton terry surface bonded to a breathable waterproof membrane. Products are sold directly to consumers via saferest.com (Shopify-hosted) and through one authorized Amazon seller (EverydayPure), with FDA-registered Class 1 Medical Device status and warranties ranging from 3 to 15 years.
Is SafeRest a public or private company?
SafeRest is a private company. It is classified as corporate owned and is currently operating.
When was SafeRest founded?
SafeRest was founded in -1.
Where is SafeRest based?
SafeRest is headquartered in Walpole, United States, in the North America region.
How does SafeRest make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are amazon Marketplace Sales and SMS Marketing Program.
Who are SafeRest's main competitors?
Broad incumbents on record are Lucid, Malouf, Saatva and Casper Sleep. Direct peers are CGK Linens, Protect-A-Bed, AllerEase, Linenspa and Beckham Hotel Collection. PlushBeds is listed as an emerging player.
Does SafeRest have an API?
No public API is recorded for SafeRest.
What industry is SafeRest in?
SafeRest's product category is Bedding Protection Products. Its primary akta.pro industry code is CRAIABAA, Mattress & Bed Retail (Innerspring, Foam, Hybrid), with a secondary code of IMADAOAC, Waterproofing Membranes & Systems (Liquid-Applied & Sheet). Its NAICS code is 31332 and its SIC code is 2300.