Avocado Green Brands was founded as a direct-to-consumer mattress brand in 2016. But by the end of 2026, the company will be in more than 900 physical retail locations.
Vy Nguyen, co-CEO of Avocado, said growth for its own sake isn’t the goal, but it is part of a broader strategy that combines brick-and-mortar with e-commerce.
Avocado built its business on customers doing their research online and buying directly from the company. Nguyen said that not only has that not changed, but it has grown. Recently, the company announced new retail partnerships with Furniture Mall, based in Kansas, and Mathis Home, which has stores in Arkansas, California, Oklahoma and Texas. Select Avocado organic mattresses and sleep products are now available across 27 Mathis Home, Mathis Sleep and Mathis Outlet locations, as well as at Furniture Mall’s location in Olathe, Kansas, and on its website.
“What we’re seeing now is that when we open with a strong regional retailer, we get a noticeable lift in traffic to our own website,” Nguyen said. “The store and the site aren’t competing channels anymore; they’re reinforcing each other. A customer might feel the mattress in person and then go home to buy, or research online and want to test it before deciding. Retail has become part of the discovery process, not a replacement for it.”
The partnerships with Furniture Mall and Mathis will greatly expand Avocado’s retail footprint.
“We’re selective about who we partner with, and both Furniture Mall and Mathis stood out because they carry a large, well-curated mattress selection and have a strong regional footprint in markets where we want a deeper presence,” Nguyen said. “It’s not about being everywhere. It’s about being in the right stores, with retailers who understand how to sell a premium, considered sleep product.”
Nguyen also believes the distinction between “mattress retailer” and “furniture retailer” is becoming less relevant to consumers.
“Mattress-specialty stores will always matter, but consumers increasingly think of a mattress as a furniture and home decision, not a category on its own,” Nguyen said. “Brands that only live in mattress-specific channels are going to miss a lot of shoppers who are already walking through a furniture store making decisions about their bedroom as a whole.”
He added that furniture retailers put mattresses in context. When mattresses are displayed alongside bed frames and bedding, it creates a more natural way for people to shop.
“It lets us tell a fuller story about how our products fit into a home, not just how they perform as a sleep product,” Nguyen said.
For Avocado, its continued push into brick-and-mortar is not an abandonment of its DTC roots, but rather expansion of how consumers can interact with the brand.
