[daveman]

Like glasses, it's an interesting disruption opportunity due to the sheer size of demand. Just about 100% of the population sleeps on a mattress. It's hard to find other industries with so much penetration of demand and such inefficient competition.

These days it doesn't seem like outbound distribution is too big of a deal (many mattresses are shippable in rolled or compressed-box form), it's the reverse logistics that are tricky. Once the genie is out of the bottle, good luck getting it back in. I'd love to be able to try out a mattress, like Zappos shoes or Bonobos pants, and return them for free if I'm not 100% happy. Maybe someone needs to invent an easily-compressable mattress so I can purchase online with total confidence.