SafeRest

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.

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

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

• Waterproof mattress protectors
• Zippered mattress encasements
• Hypoallergenic bedding
• Pillow protection
• Crib mattress covers

Headquarters

HQ city

Walpole

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core 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

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core, major and minor.

• ShopifycoreTechnology or IntegrationSafeRest'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.
• EverydayPuremajorChannel Partner/ Reseller/ DistributorEverydayPure 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.
• FacebookminorGTM or Marketing PartnerSocial 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

Broad 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

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 SafeRest