H&M X Lego Kids Decor Targets Family Spend

Plus: Saatva adds behavior-sensing tech to showrooms

Author

Avinash Duggempudi
August 20, 2025 • Estimated Reading Time: 5 minutes

Bedding Edit

Here's what's happening this week in the world of bedding eCommerce:
- Pottery Barn taps Brandon Maxwell for luxe home launch
- Saatva opens a data-rich showroom in Minnesota
- Crown Crafts signals tariff and inventory pressure
- Early Labor Day mattress deals intensify promo cadence

💸 The $200B Miscalculation Marketers Can’t Afford

On stage at eTail Boston, Fospha’s Chief Product Officer, Dom Devlin, warned that retail’s reliance on last-click metrics is outdated, and it’s costing brands $200 billion in under-credited sales.

The missed connection is clear: shoppers often discover on TikTok, Meta, or Snap, but complete their purchase on Amazon, Walmart, or Target. Traditional attribution frameworks rarely connect those dots. As a result, channels that spark demand are stripped of credit, while budgets overweight the “closers” - whether or not they truly created the sale.

Dom called this the bottom-of-funnel trap: over-investing in channels that finish the purchase while underfunding those that generate demand. The fallout is higher acquisition costs and shrinking pipelines of future customers.

Fospha’s Halo platform was built to break that cycle. By integrating marketplace and DTC sales into one unified ROAS, it captures the full impact of discovery spend across the funnel. For brands like Nécessaire and Give Me Cosmetics, that visibility has unlocked the confidence to double down on demand generation while protecting profitability.

📥Download Fospha’s Halo Report to see how leaders are funding growth where it really starts.

📌WEEKLY MUST-KNOWS

Pottery Barn launched an exclusive collection with fashion designer Brandon Maxwell spanning bedding, bath, tabletop, decor and more. Fashion-to-home tie-ups are accelerating, giving retailers fresh design language, PR reach and premium price anchoring before holiday. Home brands, marketplaces and affiliate partners should expect elevated search and social interest around signature prints and color stories.

Saatva opened its 25th US “Viewing Room” in Edina, integrating Samsung behavior-sensing tech, interactive displays and a new brand ambassador, Olympian Jessie Diggins. The format blends high-touch service with digital discovery to lift in-store engagement and omnichannel conversion. Competitors should note how data-rich showrooms can sharpen media attribution and AOV on premium sleep.

Organic home brand Coyuchi named model-influencer Rocky Barnes as brand ambassador, debuting a lifestyle collaboration and new campaign. Creator-led storytelling around sustainability is a proven top-of-funnel lever that can compress consideration and justify premium pricing. Expect tests in creator whitelisting and UGC to amplify launch cadence ahead of Q4.

🧐 What Does Brand Building Really Mean in eCommerce?

I had an engaging conversation with Alex Brownsell for the latest episode of the WARC Podcast. | Sam Carter, CEO at Fospha

We discussed where most brands get it wrong when it comes to brand building, with bad measurement and poor organizational structure amongst the biggest contributing factors - and how Fospha is aiming to solve the biggest questions around brand measurement with Glow.

Thanks Alex and team again for having me (and for offering a brief airconditioned respite from the intense heat and chaos of Cannes!)

https://open.spotify.com/episode/3HM2ocInRhwbCOaCzT0zK3?si=KSfFfTmHTfWFJNBUNLTY4g&nd=1&dlsi=4df12afc65ba44a6

⚡QUICK READS

Early Labor Day Mattress Deals Take Shape: Premium brands are already discounting up to 60%, a cue to front-load media, sharpen price messaging and capture intent ahead of peak.(More)

Mattress Protector Category Set To Double: Forecast to reach $6.61B by 2035 at 6.5% CAGR, protectors with cooling and antimicrobial features present high-margin attach-rate opportunities at checkout.(More)

H&M X Lego Kids Decor Targets Family Spend: Licensed, playful kids’ room decor from mass retail signals a push to lift family AOV and shift taste toward modular, statement designs.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division