Buying a mattress is one of the worst consumer experiences in the world, says Philip Krim. The archetypal smarmy mattress store salesman is nothing like an Apple Store Genius. All the while, you drop hundreds of dollars on a phone every two years, but mattresses are a considered to be a pricey purchase, even when you only buy one every five or more years. He decided to start his own company selling premium mattresses on the web, for half the cost of competitors.
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