Naturepedic product expansion, Naturepedic sheets, Naturepedic duvet covers

Naturpedic wants to take a bigger bite out of the bedroom – and retailing, too

CHAGRIN FALLS, Ohio – DTC mattress brand Naturepedic is aiming to carve out a larger piece of the bedding business for itself, both ramping up the size of its owned store fleet and moving into new categories.

As Naturepedic marked its 20th anniversary last year, the company decided it was time to amplify its assortment, said Arin Schultz, vice president of marketing and sales. “It’s about the brand becoming more of an authority in bedding,” he explained. “It’s not ‘whole home,’ but it is ‘whole bedroom.’”

The company is planning to make a bigger splash in the physical retail space by ending this year with 40 branded store locations. As of this past May, Naturepedic operated 22 locations consisting of 12 company-owned units and 10 franchises. All new stores will be owned by Naturepedic.

“More than 50% of people want to start their mattress journey in a store,” said Schultz, who noted that traditional mattress store retailers have not been performing well.

The company is leveraging data from its e-commerce operation to site the new stores, which will also carry sheets, duvets and other sleep accessories. “Once the box is done, we can get a store set up in three days,” he said.

On the mattress side of the business, Naturepedic has ongoing relationships with Crate & Barrel, RH, Pottery Barn and Target online. “We are not abandoning the wholesale business by any means,” Schultz added.

New horizons, new product categories

Naturepedic is also pushing the envelope and this week launched the first of several category expansions. The company unveiled five new sheeting collections: percale, sateen and waffle (all made of certified organic cotton) along with linen made from French flax and muslin.  In addition, Naturepedic bowed ethically sourced natural alpaca wood and down duvet inserts.

The new “Bedding Made Better” collections join Naturepedic’s existing bedding offerings of mattress toppers, mattress protectors and pillow protectors.

“We’ve been selling sheets for over a decade, but it was very vanilla – white and beige, and only in sateen,” said Schultz.

The products are launching in 10 colorways in muted earth tones. Each collection includes duvet cover and sham sets. The muslin and waffle lines also include blankets.

This fall, Naturepedic will move into even more product categories for the bedroom. Specifics currently remain under wraps.

See also:

  • Naturepedic expands mattress offering with new pillow-top option
  • Something for furry friends: Naturepedic launches organic, waterproof dog beds

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