At the October 2023 High Point Market, Saatva debuted its partnership with rug and carpet company Jaipur Living, launching a collection of six rug designs and 22 total SKUs. The collaboration marked the direct-to-consumer mattress brand’s foray into rugs. At High Point Market last week, Saatva expanded the collection with two new styles.
“We’re proud to expand our rug offerings for the first time since we launched our original Rug Collection back in 2023,” said Ron Rudzin, founder and CEO of Saatva, in a statement. “The Saatva Vara Rug and Saatva Casanne Rug offer customers a firsthand experience of our company’s commitment to ethical craftsmanship and timeless design.”
The new introductions, Vara and Casanne, build on the existing collection with a continued focus on natural materials and neutral palettes. Both rugs are handcrafted by artists in Jaipur, India, and made of 100% premium undyed wool with a cotton backing. Vara is offered in a single cream colorway, while Casanne comes in ivory and espresso.
According to the company, the designs are intended to complement Saatva’s growing furniture collection, which also includes bed frames, nightstands and lighting. The news is bigger than rugs, however; it reflects how companies are evolving beyond bedding into full-blown lifestyle brands.
Expanding product assortments beyond bedding is a strategic move, designed to boost ticket sizes. But it also reflects a wider shift in consumer behavior. I recently wrote about how today’s consumer increasingly desires curation. (Fun fact: One search for “bedding” on Amazon yields more than 100,000 results. And that’s just a single online retailer.)
A recent article in Resident magazine wrote about the rise of the edited home and described a new generation of design-aware buyers who don’t want the cheapest option or the most expensive one, but instead the most considered one.
The same article summed up the desire of this subset of consumers: “What they are looking for, in practical terms, is what the fashion industry would call an edited collection: a tightly curated range of pieces that share a coherent design language, offer genuine quality of materials and construction and serve a functional purpose in everyday life. Not dozens of options in every category.”
By expanding into complementary product categories, bedding companies can capture those consumers who want “one-stop shops.” In Saatva’s case, its growing rug assortment is clearly resonating with consumers and underscores its ambition to position itself as a destination for the whole bedroom, not just bedding.
