My Green Mattress

What My Green Mattress does

My Green Mattress is a family-owned, privately held manufacturer of certified organic mattresses and bedding products, founded in 2007 and headquartered in Illinois. The company was created after its founder sought a healthier crib mattress for his daughter suffering from eczema and allergies, and this origin narrative continues to anchor the brand around non-toxic, chemical-free sleep products. The product portfolio centers on four mattress models — the Natural Escape luxury hybrid (up to 1,462 pocketed coils, 3 inches of GOLS-certified organic Dunlop latex, priced from $1,159 on sale), the Kiwi mid-range hybrid (up to 1,256 coils, from $719), the Pure Eco Organic Kids mattress (8-inch low-profile, 704 coils, from $645), and the Emily Organic Crib Mattress (GOLS-certified organic coconut coir core, from $359) — complemented by an organic bedding and accessories line (protectors, latex toppers, sheet sets, charcoal-infused latex pillows) plus bundles, bed frames, a solid wood foundation, an Amish-made premium wood platform bed, and digital gift cards.

The company's core technology combines pocketed coil innerspring systems with GOLS-certified organic Dunlop latex and GOTS-certified organic cotton and wool, assembled via a hand button-tufting technique that avoids toxic adhesives and uses natural wool as the sole flame retardant. Manufacturing takes place across two Illinois facilities in LaGrange (which also houses a seven-day showroom at 1519 W. 55th Street) and Willowbrook, with products shipped via FedEx to the contiguous 48 US states. The business is differentiated by a stack of top-tier certifications — GOTS certified organic factory, GOLS, GREENGUARD Gold, Made Safe, OEKO-TEX, Formaldehyde Free, CPSC compliance on the crib mattress, and California Proposition 65 compliance — and reinforced by a 365-night sleep trial, 20-year warranty on standard mattresses, and Affirm 0% APR financing that begins at $21 per month.

My Green Mattress operates a direct-to-consumer e-commerce model through MyGreenMattress.com, supplemented by its LaGrange showroom and an affiliate marketing program. Marketing is driven by content (blog on healthy sleep and eco-living), an email newsletter, organic social media, and a portfolio of earned-media endorsements from Sleep Foundation, GentleNursery, GreenChild Magazine, GreenSnooze, MommyPotamus, Mattress Underground, and MindBodyGreen, with seasonal promotions such as the Earth Day Sale distributed via PR Newswire. Customer segments span parents of infants and children (primary), health-conscious adults, and environmentally conscious consumers, with product extensions into dorm/back-to-school bundles indicating a deliberate family-lifecycle positioning from nursery through college.

Name

My Green Mattress

Legal name

My Green Mattress

Website

https://mygreenmattress.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

My Green Mattress is a family-owned Illinois-based manufacturer of GOTS- and GOLS-certified organic mattresses sold direct-to-consumer online and through a LaGrange showroom. Founded in 2007, the company serves health-conscious parents, adults, and environmentally conscious consumers seeking non-toxic, handcrafted organic sleep products.

Ownership category

akta.pro rank

Product category

Organic Mattresses

NAICS

Mattress Manufacturing (33791)

SIC

Plastics Foam Products (3086), Wood Household Furniture, (No Upholstered) (2511)

akta.pro primary industry

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

akta.pro secondary industries

Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA), Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

Keywords

• Organic mattresses
• Certified bedding products
• Hybrid pocketed coil mattresses
• Natural latex crib mattresses
• Organic sleep products

Headquarters

HQ city

La Grange

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Mattress Sales: Primary revenue from direct sales of certified organic mattresses including Natural Escape, Kiwi, Pure Eco Kids, and Emily Crib mattresses. Products are sold as one-time purchases with prices ranging from $359 to $1,289. The company emphasizes no compromise on quality or pricing for organic products.
2. Bedding and Accessories Sales: Sales of complementary organic bedding products including mattress protectors, latex toppers, sheet sets, pillows, and bundles. Products include Organic Cotton Protector, Organic Latex Topper, Organic Cotton Sheet Set, Charcoal Infused Latex Pillow, and bundled packages.
3. Bed Base/Furniture Sales: Sales of metal bed frames, solid wood foundations, and platform beds. These products provide foundation support systems for their mattresses and are sold as complementary products.
4. Gift Cards: Digital gift cards sold in denominations from $10 to $1,000. Gift cards can be delivered instantly via email or scheduled for future delivery. Never expire and can be combined with other gift cards at checkout.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

My Green Mattress manufactures and sells certified organic mattresses (Natural Escape, Kiwi, Pure Eco Kids, Emily Crib) built with pocketed coil innersprings, GOLS-certified organic Dunlop latex, and GOTS-certified organic cotton and wool. The company also offers complementary organic bedding accessories (protectors, toppers, sheets, pillows), bed bases (metal frame, wood foundation, platform bed), and digital gift cards, all made in USA facilities in Illinois.

Product overview

My Green Mattress is a family-owned manufacturer of certified organic mattresses and bedding products made in the USA. The product portfolio centers on four mattress models: Natural Escape (luxury hybrid with 1,462 coils), Kiwi Organic (affordable hybrid with up to 1,256 coils), Pure Eco Organic Kids (low-profile 8-inch design for children), and Emily Organic Crib (firm innerspring for infants). Complementing the mattress line are bedding accessories including Organic Cotton Protector, Organic Latex Topper, Organic Cotton Sheet Set, Charcoal Infused Latex Pillow, plus bundles (Topper & Pillow Bundle, Organic Bedding Bundle). Base products include Metal Bed Frame, My Green Foundation (box foundation), and Premium Wood Platform Bed. Digital Gift Cards are also offered. All products emphasize GOTS and GOLS organic certifications, hand-tufted construction, and chemical-free flame retardants using organic wool.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Escape Organic Mattress

Quantifiable outcome

• Up to 1,462 individually pocketed coils in Natural Escape mattress for targeted support
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor.

• LoadUpminorImplementation/ SI/ Consulting PartnerPartnership with LoadUp, a third-party mattress removal company. After purchase, LoadUp contacts customers within 1-3 business days to schedule pickup. They remove old mattresses from customers' homes and ensure responsible disposal. Service priced at $130 per mattress. Free for California residents with new mattress purchase as part of California's mattress recycling program.
• GentleNurseryminorGTM or Marketing PartnerFeatured and recommended on GentleNursery's Natural Baby Registry Guide for non-toxic organic crib mattresses. Serves as third-party endorsement for product quality and organic certification.
• GreenChild MagazineminorGTM or Marketing PartnerFeatured in GreenChild Magazine for non-toxic crib mattress recommendations. Third-party validation of product safety and organic credentials from parenting publication focused on green living.
• GreenSnoozeminorGTM or Marketing PartnerEndorsed by GreenSnooze as an organic crib mattress option. Serves as referral and validation from sleep industry publication focused on eco-friendly products.
• Mattress UndergroundminorGTM or Marketing PartnerListed on Mattress Underground (tmu-badge), an industry platform providing transparency and consumer education about mattress materials and manufacturing.
• MommyPotamusminorGTM or Marketing PartnerFeatured on MommyPotamus with product reviews and recommendations for organic mattress options. Influential natural living and parenting blog that endorses the brand.
• Sleep FoundationminorGTM or Marketing PartnerFeatured in Sleep Foundation's best organic mattress recommendations. Major sleep health publication providing consumer guidance and product roundups.

Scale indicators4 records

Recent moves3 records

Expansion highlights5 records

Broad incumbents

• WinkBeds: WinkBeds sells premium hybrid and all-foam mattresses DTC with a "GravityLux" line and an EcoCloud natural latex offering. Comparable hybrid construction and DTC model, though with less aggressive organic certification emphasis.
• Saatva: Saatva is a much larger premium DTC mattress brand offering innerspring, memory foam, and latex hybrid mattresses, plus organic and natural lines (Saatva Zen, Loom & Leaf). Not exclusively organic, but competes with My Green Mattress's premium hybrid positioning at similar price points.

Direct peers

• Happsy: Happsy is a smaller DTC brand selling organic mattresses (innerspring + latex) with GOTS and GOLS certifications. It competes head-to-head with My Green Mattress in the entry-to-mid-price organic segment and similarly targets eco-conscious families.
• Avocado Green Mattress: Avocado is the most direct organic mattress competitor, offering GOTS/GOLS-certified hybrid mattresses (innerspring + latex) sold DTC at comparable price points ($900-$2,800). It shares My Green Mattress's certified-organic, Made-in-USA, handcrafted positioning but operates at much larger scale with broader retail partnerships.
• PlushBeds: PlushBeds sells GOLS-certified organic latex mattresses and toppers DTC, overlapping directly with My Green Mattress's latex and topper categories. Comparable organic positioning with broader SKU breadth including adjustable bases.
• Birch by Helix: Birch offers natural and organic hybrid mattresses (pocketed coils + natural latex) sold DTC, backed by Helix's broader mattress platform. Comparable to My Green Mattress on materials and certifications, with greater scale and broader marketing budget.
• Sleep On Latex: Sleep On Latex is a smaller DTC seller of GOLS-certified organic Dunlop latex mattresses, toppers, and pillows. Directly comparable to My Green Mattress on organic latex materials and GOLS certification, with a more limited product range and lower price points.
• Brentwood Home: Brentwood Home makes natural and organic hybrid mattresses (including the Cedar line) sold DTC and through retail. Comparable to My Green Mattress on natural materials and hybrid construction, with a more diversified product line including bedding.
• Naturepedic: Naturepedic specializes in certified organic mattresses with a particularly strong crib and kids mattress line, mirroring My Green Mattress's Emily Crib and Pure Eco Kids. Both compete on GOTS/GOLS certification, waterproof organic protection, and EWG-verified status for health-conscious parents.

Emerging players

• White Lotus Home: White Lotus Home offers GOTS-certified organic mattresses (cotton, wool, latex) made in the USA with a focus on chemical-free and natural sleep. Comparable niche organic positioning but with a different product architecture (no pocketed coil hybrids) and broader customization options.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mygreenmattress

Compliance8 records

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 My Green Mattress