COVER STORY
“These people are not buying the bed because of the technology, per se. They’re buying it because it just makes their life better—and they’re willing to spend to have that.”
“Everything in their life has been custom-
ized,” Sommers says about this demographic group. “They have their furniture and decor configured the way they like, now they con- figure their mattress to their specifics too! These people are not buying the bed because of the technology, per se. They’re buying it because it just makes their life better—and they’re willing to spend to have that.” But that’s not the only reason people are drawn to the ReST Bed. In fact, one of the other key demographic groups the compa- ny has connected well with is, in some ways, the exact opposite of that first group. These buyers are older people in their 60s or 70s, with active lifestyles. They are less concerned with the tech-focus of the smart mattress and more intrigued by the personalized solutions it affords. For them, the big selling point is the bed’s the ability to alleviate daily aches and pains, to help them fall asleep more com- fortably. It also appeals to couples who are excited to no longer have to compromise, as they can customize each side of the bed to their unique needs.
10 Sleep Retailer / Summer 2019
Understanding how personalization can impact comfort and recovery is also why many performance-driven people, of all ages, have become ReST acolytes. In particular, the company has focused on multi-sport and endurance athletes because these people are working out different parts of their body from day to day—which means they uniquely benefit from ReST’s dynamic customization. “We offer exactly what an athlete needs,” Sommers continues. “They need a smart bed because, more than anyone, they have a need to recover, to make sure that their spine is aligned and blood is circulating through their muscles. Sleep in general is a huge part of recovery, but I would argue that the right type of sleep is key.” No matter the specific demographic group, the primary selling point of the ReST Bed re- mains the same, says Rick Feingold, execu- tive vice president: “The benefit is not ‘it’s a smart bed.’ The true benefit is ‘it helps you sleep better.’” The company is able to communicate that message with confidence, in part because the sleep system is made with proven technolo-
gies. While the ReST brand has only been on the market since 2015, the sensor it uses has been a feature of the medical space for over 20 years—and the genus of the concept be- gan long before then. ReST was founded by Rob Golden, who developed the first pressure sensor of its kind: a unique product that was specifically designed to help dentists measure their patients’ bite strength. Years later, after selling that original company and embarking on a number of other engineering innovations, Golden came across a new, more stretchable, breathable, durable and mass-producible kind of pressure technology. While this sensor was initially developed to help doctors and caretak- ers provide the necessary support for people who had lost their ability to feel pressure in their body, Golden recognized the potential it had to serve the consumer market by helping people sleep better. Thus, the first AI-enabled smart bed was born: the ReST Bed. When it comes to introducing this new concept to the marketplace, the question, of course, becomes: how do you sell someone on a product they’ve never encountered be- fore? The answer is simple; you give them a
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