The mattress industry is sloshing around with the anxious sweat of fear. The uncertainty is focused on the continuing surge of ecommerce mattress brands. The industry labels this whole category as “BIBs”—short for bed-in-a-box. They seem to be missing the point, though.
The echo chamber within the mattress industry is amusing to say the least. In one session, a brick & mortar retailer presented a scanned photo of a 100-year-old newspaper ad for a mail-order mattress. This cheerleading executive was so proud to deny the digital threat, and rallied the other grey-haired suits in the ballroom. “There’s nothing to fear here, bed-in-a-box is nothing new! This fad will pass just like it did 100 years ago.”