The mattress brand's showroom interior not only optimizes a private and enjoyable testing environment with choice design elements, but also features in-store online ordering only, delivering products straight to shoppers' doors

With a seemingly ever-growing roster of companies joining direct-to-consumer mattress retailing, survival depends on fulfilling consumers' needs in a unique way—and not just copying Casper's formula. Tuft & Needle, based in Phoenix, Arizona, is going about growing its brand with an innovative approach. Take a look at its latest showroom that opened not in New York or San Francisco, but in Kansas City.

It's a second-tier heartland city that's experiencing an influx of new millennial families desiring a more affordable place to live. That affordability story runs parallel to T&N's mattresses, which are priced lower than those of their competitors—part of T&N's business ethos is that premium products shouldn't be priced out of reach.

Kansas City-based design studio Hufft built the showroom, aiming to create a shopping atmosphere akin to visiting a contemporary residence. This is the first of what Hufft says will be a series of unique showrooms designed by the firm. To create a more homey environment for people to test out the mattresses, Hufft devised a layout that divided the showroom into a series of rooms faced with floor-to-ceiling wooden screens. Shoppers who want to spend some time getting comfortable can slide a wooden slat door closed to have a bit more privacy.

Most mattress showrooms use ceiling lights that shine down on the beds or generally illuminate the space, but also serve to create a blinding effect on those trying out the beds. Hufft avoided using any harsh downward-facing lights in the showroom and instead used stretched fabric light diffusers, also known as Barriso, to illuminate the space in an effective but pleasant way.

Tuft & Needle doesn't stock any mattresses at its showrooms. Visitors looking to make a purchase in the space can use iPads located on side tables next to each bed or get assistance from an onsite associate. Product is delivered direct to the customer's home, creating a phygital customer journey designed to optimize convenience. The Kansas City showroom is the fifth location in a roster that also includes sites in Washington State, North Carolina, and the brand's home state of Arizona.

Tuft & Needle


Lead image: Tuft & Needle via Instagram

With a seemingly ever-growing roster of companies joining direct-to-consumer mattress retailing, survival depends on fulfilling consumers' needs in a unique way—and not just copying Casper's formula. Tuft & Needle, based in Phoenix, Arizona, is going about growing its brand with an innovative approach. Take a look at its latest showroom that opened not in New York or San Francisco, but in Kansas City.

It's a second-tier heartland city that's experiencing an influx of new millennial families desiring a more affordable place to live. That affordability story runs parallel to T&N's mattresses, which are priced lower than those of their competitors—part of T&N's business ethos is that premium products shouldn't be priced out of reach.