Reviews-only site opens brick-and-mortar concept

Sleepsherpa.com, an online sleep resource that offers reviews of mattresses, bedding, pillows and sleep devices, has entered the physical space.



The company has opened a mattress showroom in Edina, Minn., that allows customers to try out a selection of the online-only mattress brands that have sprung up the past few years and disrupted the traditional mattress-buying model by offering generous trial periods and low pricing.



The brands, which include Leesa, Nest Bedding and Brentwood Home, sell mattresses exclusively online and ship them directly to customers' doorsteps. As efficient as the online model is, many consumers want to be sure of their selection — before they buy, according to Sleep Sherpa.



The Sleep Sherpa showroom seeks to brings the new mattress-buying model full circle, but with a twist. Customers can try out mattresses not seen in other stores, benefit from manufacturers' competitive pricing and enjoy the same easy delivery and returns, all handled online through the brands themselves.



Conversations with users of sleepsherpa.com, which draws more than 70,000 unique visitors each month, confirm the need for customers to try before they buy, the company said.



"Comparing great online brands against each other leads to a better fit for customers and the confidence of knowing they made the right choice, which greatly reduces chances of a return," said Ben Trapskin, founder of sleepsherpa.com.