Wholesale Expansion Announced by Avocado Green Mattress
Avocado Green Mattress, the sustainable-focused bedding brand, is expanding its growth strategy by pursuing both wholesale distribution and building retail experience centers. The company, co-founded in 2015 by Jeff D'Andrea, Dan D'Andrea, Jay Decker, and Mark Abrials in Hoboken, New Jersey, has experienced tremendous growth and continues to see soaring interest in its products.
Currently, Avocado Green Mattress is available through home retailer Living Spaces at nine locations across California, including Los Angeles and San Diego. The brand aims to be available in more than 600 stores by the end of the year, seeking partners across the U.S. and Canada to achieve this.
The company's wholesale strategy focuses on partnerships with key furniture and mattress dealers rather than large marketplaces like Amazon. Avocado prefers channels that can handle the complexities of selling premium organic mattresses, including sales consultations and returns.
In 2018, Avocado Green Mattress merged with Brentwood Home, a mattress and pillow manufacturer that has been in business since 1987. This merger has helped the brand reach approximately 500 locations nationwide.
Meanwhile, Avocado is developing its own branded retail experience centers. The showrooms are designed to demonstrate both the brand's products and values to customers. The company plans to grow from 14 locations to about 100 across the U.S. over the coming years.
The mattress industry has seen increased competition over the last few years. In January, bedding manufacturer and retailer Serta Simmons filed for Chapter 11 bankruptcy. Disruptor brand Purple announced it would focus on "premium" customers in 2023 amid declining revenue.
Avocado Green Mattress's growth strategy combines expanding wholesale partnerships to over 500 retail locations with a plan to scale their own branded retail stores. This dual approach is intended to increase brand exposure and provide consumers with direct in-person experiences while leveraging existing retail networks to broaden market reach.
Sources: [1] Avocado Green Mattress Press Release, "Avocado Green Mattress Expands Growth Strategy with Wholesale Distribution and Retail Experience Centers," 2023.
