In bedding retail today, some brands that started as direct-to-consumer are increasingly expanding into brick-and-mortar stores. It’s a notable shift in the marketplace, and indicative of how retail is getting reshaped. A successful strategy today is not just online or in stores; it’s a combination of both, and each channel drives traffic to the other.
For example, Avocado Green Brands recently announced its plans to be in more than 900 physical retail locations by the end of 2026. And 3Z Brands, which owns Helix Sleep, has also been expanding its presence into physical retail. In January, Helix announced a partnership with behemoth retailer Mattress Warehouse, which has more than 500 locations, to carry its products in select stores across the country.
In July, Helix announced a partnership with Northeast-based furniture and mattress retailer Raymour & Flanigan. It’s a sign that brick-and-mortar is an important part of Helix’s overall strategy.
Last week, Helix Sleep announced its newest partnership with Cardi’s Furniture & Mattresses, a fourth-generation, family-owned retailer based in New England. Cardi’s Furniture & Mattresses was founded in 1928 in Cranston, Rhode Island. Today, the retailer has 15 stores in Massachusetts, New Hampshire and Rhode Island.
Starting this month, Helix mattresses will be available in all Cardi’s Furniture & Mattresses locations. The product assortment includes Helix’s Midnight Elite, Twilight Elite and Midnight Luxe. This partnership makes Helix the second company in 3Z Brands’ portfolio of bedding brands to be featured at Cardi’s Furniture & Mattresses. The retailer also recently added Leesa to its showroom floors.
“Helix Sleep has hit our showrooms running, assisting customers with comfortable, restorative sleep,” Ron and Pete Cardi, partners at Cardi’s Furniture & Mattresses, said in a news release. “The best part is that everyone can now experience the true support and comfort of Helix Sleep before they purchase, at all of our locations.”
“Partnering with Cardi’s Furniture & Mattresses is an exciting step forward for Helix’s growing retail program,” Jerry Lin, co-founder of Helix Sleep, said in a statement. “Cardi’s Furniture & Mattresses has built a strong reputation across New England by combining a deep understanding of the communities it serves with a commitment to quality, selection, and exceptional customer service. That longstanding, customer-first approach makes Cardi’s Furniture & Mattresses a natural partner for Helix. Together, we’re bringing our science-backed approach to sleep to more consumers throughout the region, while giving shoppers the opportunity to experience our products in person.”
