Diversity in the mattress industry has long been an issue — whether it’s about gender, race or ethnicity. And though it’s getting better, there’s a long way to go
Thankfully, more women are entering the industry through their families and their experience growing up around mattresses. That’s the case for Florida Kruja, founder of new mattress-in-a-box manufacturer Siesta Mattress.
Her entrepreneurial journey began with a deep-seated familiarity with the mattress manufacturing industry thanks to her upbringing in her family’s business.
Despite this background, she initially sought a different path, exploring various career avenues in large corporations but eventually ended up back in the mattress industry.
“Growing up in the mattress industry influenced my choice to enter it as an entrepreneur,” she says. “After discussing with my father, who shared my vision, we decided to create a unique mattress-in-a-box concept,” she explains. “While this idea wasn’t entirely new, we wanted to add our own special touch to make our product stand out.
“We combine tradition and innovation,” she continues. “Siesta Mattress stands out in the market because of our dedication to quality. We use the best quality materials, including egg-crate memory foam, to stand out in the market. Our foam is built with an open-cell structure that allows air to flow through the mattress. It’s also highly responsive, so it cradles and supports your body without letting you sink in.”
The company’s ultra-breathable foam is built with an open-cell structure that allows air to flow through the mattress. Kruja says Siesta Comfort Foam is also highly responsive, meaning it cradles and supports your body without letting you sink in.
Kruja says immigrating to Canada from Albania greatly shaped how she leads and the culture she fosters in her company.
“I value diversity because I know firsthand how different backgrounds can bring unique perspectives,” she says. “I also learned to be resilient and adaptable, which I try to pass on to my team. And because I understand the challenges of starting fresh in a new place, I make sure to support and mentor my employees, helping them grow and succeed. My leadership style is all about inclusivity, resilience and empathy, making our company a welcoming and supportive place for everyone.”
While Siesta is primarily sold online at the moment, Fruja says she is interested in talking to brick-and-mortar retailers to get the product in their stores as well.
“My long-term goals for the company involve expanding our presence in major retail outlets and ensuring accessibility to our products for everyone,” Fruja says. “Additionally, I aim to diversify our product line to include children’s mattresses and other comfort features that provide comprehensive solutions for a good night’s sleep. While I have many dreams, I’m taking things step by step, focusing on steady progress and innovation to realize our vision for the future.”
