Avocado Green Mattress plans to expand its presence at brick-and-mortar stores

DTC brand seeks to sell line in more than 600 retail locations by year end

HOBOKEN, N.J. — Avocado Green Mattress, a direct-to-consumer mattress brand produced with organic and sustainable materials, is looking to expand its presence with a goal of selling its line in more than 600 retail storefronts by the end of this year.

It’s a significant growth trajectory considering that the company is starting from a small number, including 14 of its own retail locations — also called experience centers — and four affiliated showrooms, the company told Home News Now. This includes the addition of seven experience centers the company opened last year.

Avocado also is launching in nine additional locations outside that network with its debut at nine Living Spaces stores in Southern California starting this month.

This is a view inside Avocado’s store on Fifth Avenue in New York City.

“We’ve experienced tremendous growth, and interest in our products continues to soar,” said Vy Nguyen, Avocado co-chief executive officer. “After doubling our retail footprint last year, we’re seeking partners across the U.S. and Canada that can help us spread our mission and connect us with customers who want to go organic.”

The company said that the expansion is timely in that the line ties in with consumers’ desire to create nontoxic spaces in their homes. It noted that its Greenguard Gold and Made Safe-certified products help achieve this with a “rigorous scientific screening process” that only uses ingredients that are not known to cause any harm to humans, animals, aquatic life or ecosystems.

“We know that more than ever, people want to create safe, healthy homes,” said Mark Abrials, company co-founder and chief marketing officer. “They also want sustainable options and products that are better for people and the planet. So we’re taking our certified organic products and our farm-to-bedroom approach, and we’re making it accessible for all.”

As part of its commitment to help the environment, the company said it donates 1% of its revenues to vetted nonprofits. It also said it has reduced its own carbon footprint by lowering its own emissions and that the brand also advocates for legislation that aims to help address global warming.

While the company said that it plans to add more of its own experience centers, those retail footprints take longer to develop. Thus, expanding within existing store footprints and marketplaces will allow it to achieve its expansion goals more quickly and also introduce the brand to consumers who don’t shop the line on its website or at one of its own retail stores.

“Partnering with wholesale retailers accelerates our presence in new markets,” the company said, adding that it continues to grow its sales force as it expands.

“Our sales force continues to expand to meet the demands of the growth of our direct-to-consumer business and our experience center locations,” the company said.

Thomas Russell

Home News Now Editor-in-Chief Thomas Russell has covered the furniture industry for 25 years at various daily and weekly consumer and trade publications. He can be reached at tom@homenewsnow.com and at 336-508-4616.

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