Comfort King Mattress Factory

What Comfort King Mattress Factory does

Comfort King Mattress Factory is a family-owned factory-direct mattress manufacturer and retailer founded in 1994 by Chris and Margo Larson in Sioux Falls, South Dakota. The company designs and hand-builds hybrid mattresses combining pocketed coil innerspring systems with foam comfort layers, selling them directly to consumers through two retail showrooms — its flagship in Sioux Falls, SD and a second location in Fargo, ND opened in 1997. The product line also includes three tiers of adjustable power bases (ORBIT, GALAXY, JUPITER), the Comfy Pillow, and custom sizing for standard mattress sizes from Twin through Alaskan King as well as specialty shapes for RVs, boats, and antique beds, with typical delivery in under two weeks.

The company's competitive technology is anchored by two proprietary systems: the patented SoftSpot Testing & Warranty System, which measures and covers loss of mattress support before visible sagging, and the FLOWT Zero-Gravity Gel, an Italian-manufactured spiral-design cushioning material developed over three years in a joint venture with the NDSU College of Engineering and Gel Industries. The Lifetime Comfort Guarantee, invented by Comfort King in 1996, allows customers to modify mattress firmness throughout the product's lifespan by paying only for upgraded materials, and a labor-intensive inner-tufting process is used to prevent material shifting and extend product durability.

Comfort King operates a transparent 'Bottom Line' pricing model that eliminates negotiation and middleman markup, with no online mattress sales — customers are guided through purchases in showrooms by expert associates. Distribution is limited to two physical locations serving the Dakotas market, supplemented by out-of-area shipping for customers outside the region. Revenue is generated primarily through one-time mattress and accessory sales, with a secondary stream of recurring service revenue from lifetime comfort adjustments. The customer base is dominated by individual retail buyers, with select B2B relationships in healthcare (chiropractic practices) and hospitality (Hotel Donaldson).

Name

Comfort King Mattress Factory

Legal name

Comfort King

Website

https://comfortking.net

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Comfort King Mattress Factory is a family-owned factory-direct hybrid mattress manufacturer and retailer operating two showrooms in Sioux Falls, SD and Fargo, ND. It sells custom-built mattresses featuring proprietary FLØWT Zero-Gravity Gel technology and SoftSpot Warranty directly to consumers across the Dakotas.

Ownership category

akta.pro rank

Product category

Mattresses and Bedding Products

NAICS

Mattress Manufacturing (33791)

SIC

Household Furniture (2510)

akta.pro primary industry

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

akta.pro secondary industries

Adjustable Beds & Bases Retail (CRAIABAB), Pillows & Pillow Systems Retail (CRAIABAC), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

Keywords

• Hybrid mattress manufacturing
• Factory direct mattresses
• Custom mattress sizing
• Adjustable power bases
• Mattress comfort guarantee

Headquarters

HQ city

Sioux Falls

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Mattress Sales: One-time sale of custom-built hybrid mattresses in various sizes (Twin, Full, Queen, King, California King, Alaskan King) and firmness levels (Firm, Plush, PillowSOFT). Also specialty/custom sizes for RVs, boats, antique beds.
2. Power Base/Adjustable Bed Sales: Sale of adjustable power bases (ORBIT, GALAXY, JUPITER models) that enhance mattress functionality with zero gravity positioning, massage features, and programmable memory positions.
3. Comfy Pillow Sales: Sale of adjustable foam pillows made with proprietary blend of hypo-allergenic foam noodles for customizable comfort and neck support.
4. Comfort Adjustment Services: Lifetime Comfort Guarantee service allowing customers to modify mattress feel over time. Customers pay only for upgraded materials; labor fees waived. Provides ongoing relationship revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Comfort King Mattress Factory hand-crafts and sells factory-direct hybrid mattresses (pocketed coil innerspring plus foam layers) in Firm, Plush, and PillowSOFT firmness levels, in standard sizes (Twin through California King) plus custom sizes including Alaskan King and specialty shapes for RVs, boats, and antique beds. The company complements mattresses with adjustable power bases (ORBIT, GALAXY, JUPITER models), an adjustable Comfy Pillow, and a Lifetime Comfort Guarantee service that adjusts mattress comfort throughout the product's life for the cost of materials only.

Product overview

Comfort King Mattress Factory is a factory-direct mattress manufacturer and retailer operating a platform-plus-products model. The core offering consists of hand-crafted hybrid mattresses (combining pocketed coil innersprings with foam comfort layers) available in Firm, Plush, and PillowSOFT varieties, enhanced with proprietary FLOWT Zero-Gravity Gel technology. The product portfolio is complemented by three power base tiers (ORBIT, GALAXY, JUPITER) offering adjustable sleep positions and zero-gravity functionality, plus the Comfy Pillow for neck alignment. All mattresses can be customized in size from standard (Twin through Alaskan King) to completely bespoke shapes. Key service differentiators include the Lifetime Comfort Guarantee (adjustable comfort throughout mattress life) and SoftSpot Warranty (covering loss of support vs. only visible sagging).

Differentiator

Problem solved

Functional benefit

Products and services

• FLOWT Mattress Premium hybrid mattress featuring the patented FLOWT Zero-Gravity Gel cushioning system with spiral compression design for progressive support, adaptive cooling gel, and active thermal regulation. Targeted at consumers seeking the highest-tier sleep experience with motion-absorbing comfort and weightless feel.
• Firm Mattresses High-support mattresses with compact design providing significant spinal support, recommended for stomach sleepers and those needing maximum alignment. Sold in standard and custom sizes through Comfort King showrooms and online quote requests.
• Plush Mattresses Soft mattresses with fluffy comfort layers offering cushioning and contouring, suitable for side sleepers and those preferring a softer feel. Sold through Comfort King showrooms and online quote requests.
• PillowSOFT Mattresses Pillow-top style mattresses featuring extra padding layers for plush comfort and luxurious surface feel. Sold through Comfort King showrooms in Twin through Alaskan King sizes.
• Hybrid Mattresses Factory-built mattresses combining pocketed coil innerspring support systems with foam comfort layers for optimal durability, support, and breathability compared to all-foam alternatives. Sold across multiple sizes and firmness levels (Firm, Plush, PillowSOFT).
• Alaskan King Mattresses Oversized custom mattresses measuring 108 inches by 108 inches, the largest standard mattress size available. Can be customized in various materials including latex, hybrid, and dense foam, with custom pricing approximately $3,500 to $8,000 depending on specifications.
• California King Mattresses Specialty mattresses measuring 72 inches by 84 inches, ideal for tall sleepers needing extra length. Can be customized in pillow top, firm, memory foam, plush, hybrid, and latex options.
• King Size Mattresses Standard king (Eastern King) mattresses measuring 76 inches by 80 inches, suitable for couples and larger bedrooms, available in firm, plush, and pillow soft variants.
• Queen Mattresses Queen-size hybrid mattresses measuring 60 inches by 80 inches, popular choice for couples with moderate space, available in firm, plush, and pillow soft variants.
• Twin Mattresses Twin-size hybrid mattresses measuring 38 inches by 74 inches, suitable for children, teens, single adults, or guest rooms, available in firm, plush, and pillow soft variants.
• Custom Mattresses Bespoke mattresses manufactured to any size and shape specification, including antique beds, adjustable beds, boats, RVs, and specialty shapes. Typically assembled and delivered in less than two weeks.
• ORBIT Power Base Entry-level adjustable bed base with quiet lift system, head and foot adjustability, 750 lbs lift capacity, and 2-year warranty. Twin/Full/Queen priced at $698, King at $1,398 (prices higher when purchased without mattress).
• GALAXY Power Base Mid-range adjustable bed base with dual massagers, cordless backlit remote, 5 programmable memory buttons, ZERO GRAVITY button, Bluetooth connectivity, under-bed lighting, 850 lbs lift capacity, and 10-year warranty. Twin at $899, Full/Queen at $998, King at $1,798.
• JUPITER Power Base Premium adjustable bed base with adjustable head tilt and lumbar support, Bluetooth with free Malouf Base app, 5 preset positions including Zero Gravity, 36 dual-zone massage options with 4 programs, 3 intensities, 3 timers, 850 lbs lift capacity. Twin at $1,597, Full/Queen at $1,998, King at $3,194.
• Comfy Pillow Adjustable pillow made with a special blend of hypo-allergenic foam noodles allowing users to control shape and comfort. Features machine washable zippered cover, breathable design for hot sleepers, and adjustable firmness for ideal neck alignment.
• Lifetime Comfort Guarantee Service Ongoing post-purchase service that allows customers to modify mattress feel over time. Customers pay only for upgraded materials; labor fees are waived. Invented by Comfort King in 1996 and is a key differentiator driving long-term customer relationships.

Quantifiable outcome

• Mattresses can last 10+ years with proper care and Lifetime Comfort adjustments
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• North Dakota State University (NDSU) College of EngineeringcoreStrategic or Co-development PartnerJoint venture partnership for development of FLOWT Zero-Gravity Gel technology. NDSU College of Engineering contributed technical expertise to create the most comfortable cushioning material the mattress industry has ever experienced. 3-year research and development period.
• Gel Industries (Italy)coreStrategic or Co-development PartnerPartnership with Italian manufacturer Gel Industries to produce FLOWT Italian-made Gel, considered the most comfortable sleeping material ever invented. Flexible gel cushioning technology with spiral compression design.
• Call to FreedomminorOthersSioux Falls store is an active participant with Call to Freedom events and initiatives, demonstrating community involvement and corporate social responsibility.

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Casper: DTC mattress brand selling premium hybrid and foam mattresses through online and physical channels. Competes with Comfort King for premium sleep-seeking consumers but with vastly larger scale and national marketing reach.
• Helix Sleep: DTC hybrid mattress brand offering customizable firmness options and sleep-position-specific products. Comparable in hybrid construction and customizability focus, but sells exclusively online.
• Brooklyn Bedding: Vertically integrated mattress manufacturer selling factory-direct hybrid and specialty mattresses online and through own showrooms. Closest analog to Comfort King's manufacturer-retailer hybrid model at larger scale.
• Original Mattress Factory: Direct factory-to-consumer mattress manufacturer with multiple company-owned retail showrooms and a 'factory direct' pricing model nearly identical to Comfort King. Highly comparable in build, retail, and service philosophy.
• Saatva: Premium online mattress retailer offering hybrid innerspring mattresses and adjustable bases with handcrafted construction. Comparable in premium positioning and adjustable-bed focus; broader national footprint and online sales differ.
• Leesa Sleep: DTC premium mattress brand with hybrid and foam offerings, social-impact brand identity, and omnichannel retail. Comparable premium positioning; operates at national scale versus Comfort King's hyperlocal model.

Broad incumbents

• Sleep Number: National retailer of adjustable air beds with proprietary smart sleep technology. Overlaps directly with Comfort King's adjustable power base lineup (ORBIT/GALAXY/JUPITER) and hybrid mattress offering, but at much larger scale.
• Mattress Firm: Largest U.S. mattress specialty retailer with thousands of stores. Competes for the same end consumer through sheer distribution scale but lacks factory-direct manufacturing and Comfort King's local brand equity.
• Tempur Sealy International: Largest U.S. mattress manufacturer (Tempur-Pedic, Sealy, Stearns & Foster) offering premium innerspring, foam, and hybrid mattresses. Referenced directly in Comfort King testimonials as the benchmark they claim to match at lower prices.

Emerging players

• Purple Innovation: Innovative mattress brand with proprietary gel-grid cushioning technology (Purple Grid). Comparable in emphasizing a differentiated proprietary cushioning material (analogous to FLOWT Zero-Gravity Gel) for premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/comfortkingsd
• Facebookfacebook.com/comfortkingsd
• LinkedInlinkedin.com/company/comfort-king-mattress

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Comfort King Mattress Factory