• Bedding Edit
  • Posts
  • Bedding Edit | Avocado’s $8.5K Mattress Is Redefining Eco-Luxury

Bedding Edit | Avocado’s $8.5K Mattress Is Redefining Eco-Luxury

Plus: Why Bedgear’s in-store personalization is a winning omnichannel move.

Author

Sophie Bruxner-Randall
April 30, 2025 • Estimated Reading Time: 8 minutes

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

Welcome to ClickZ Bedding Edit, your essential newsletter for home bedding
eCommerce professionals.

Editor’s Pick 🌟

Marketing thought leadership has a tendency towards binaries. The funnel is either completely dead or very much alive. Brand marketing is either pointless or the solution to all your problems, and ChatGPT is ending 30 years of search overnight.

At Fospha, we love the measurement challenge of any new channel that offers our clients ways to reach more customers. However, Google is still very much the biggest advertising platform. Performance Max (PMAX) and Search products alone represent around 30% of our clients’ digital share of wallet.

In uncertain times, it’s more important than ever for brands to nail these core channels, so we produced the definitive best practice guide on PMAX and Paid Search. Here were our top findings:

  • ⚖️ Best performing brands allocate 55% of Google budget to PMAX and 12% to Paid Search.

  • 🏆 Brands that pair Search and PMAX with ~50% of their budgets in YouTube, Demand Gen and Paid Social see optimal results.

  • 🎨 Especially for PMAX, high-volume creative is key for AI-powered optimization.

Sector Spotlight 🎥

SUSTAINABLE LUXURY TEXTILES

AIZOME’s plant-dyed, 100% organic bedding and apparel line elevates the intersection of health, sustainability, and luxury. Certified skincare-grade and free from plastics or synthetic chemicals, the brand’s approach not only appeals to wellness-focused consumers but also sets a new standard in eco-conscious manufacturing. Its closed-loop dyeing process—so safe the wastewater is medically certified—offers marketers a compelling case study in transparency, environmental storytelling, and premium product positioning. For eCommerce professionals, it underscores the growing opportunity to connect with audiences through purpose-driven design and holistic wellbeing narratives.

RETAIL PROMOTION

Ashley HomeStore’s “Mattress Doorbusters” TV spot leverages high-frequency national airings and aggressive price points (starting at $499.99) to drive traffic during pivotal sales, reinforcing brand relevance in the competitive furniture retail market. For marketers, the campaign’s concise messaging, diverse creative adaptations (including multilingual variants), and strategic focus on measurable ROI highlight effective tactics for engaging value-seeking consumers across TV and streaming platforms.

LUXURY MATTRESS INNOVATION

Avocado introduces the Grand Luxe, an ultra-premium organic mattress starting at $8,499, leveraging up to 17 certified organic material layers and advanced hybrid construction for durability and pressure relief. Its high price point and limited promotional discounts position it as a luxury sustainability investment, appealing to affluent, eco-conscious consumers. For marketers, this launch emphasizes the value of product differentiation, premium branding, and responding to growing demand for sustainable, high-end bedding solutions.

WELLNESS BRANDING STRATEGY

Bedgear is redefining consumer perceptions of sleep by positioning itself as a wellness-focused brand and providing personalized bedding solutions tailored to individual health needs and preferences. This approach includes expanding in-store fitting experiences, strengthening retailer education, investing in sustainability, and enhancing omnichannel engagement—vital strategies for marketers seeking actionable insights in the evolving sleep product market.

BRAND MILESTONE CELEBRATION

BIA’s 120th anniversary Eclipse mattress line blends legacy craftsmanship with new Spinal Zone III technology, targeting modern health-conscious consumers. With visually distinct retail features and a $1,499 price point, this launch strategically reinforces brand heritage while aligning with current wellness and charitable trends, offering retailers actionable merchandising opportunities.

INNOVATIVE SLEEP SOLUTIONS

Customatic Sleep Technologies is shifting its market positioning from a technology manufacturer to a holistic sleep solutions provider, expanding into mattresses, pillows, and adaptable sleep systems showcased at High Point Market. The brand’s updated identity and in-store experience, along with national white-glove delivery, directly target growing omnichannel and eCommerce demand. Marketers should note the company’s focus on accessible pricing, experiential point-of-sale, and value-driven differentiation as key drivers for competitive advantage in the evolving sleep industry.

Influencer Corner 📣

Meta Ads vs. Google Ads: Which One is Better for D2C Brands?

Meta ads excel at:
👉 Building brand awareness.
👉 Nurturing new customers with engaging content.
👉 Retargeting cold leads who didn’t convert initially.

Google ads are great for:
👉 Capturing demand when people are actively searching for solutions.
👉 Generating high-intent traffic with low CPC.
👉 Converting cold leads into paying customers quickly.

Which one should you focus on?
👉 Meta ads work best if you’re focusing on top-of-funnel and brand-building.
👉 Google ads work best when you’re ready to convert customers actively searching for your product.

Rumour has it that OpenAI might be quietly working on a native Shopify checkout inside ChatGPT.

Apparently ‘leaked’ code shows:

👉 'shopify_checkout_url'
👉 'buy_now'
👉 'product_offer_ratings'

No redirects. No search. Just chat, compare, and buy in one flow. Unconfirmed, but catching attention.

If this happens?

Google, TikTok, even product pages as we know them are all about to change.

Optimization Hub ⚙️

SEARCH INNOVATION

Generative Engine Optimization (GEO) integrates traditional SEO with AI-focused strategies, ensuring content is both visible in classic search results and cited by AI models like ChatGPT or Perplexity. Marketers must structure content to answer specific questions, prioritize authority, and track AI-driven citations. Adapting to GEO is essential for maintaining discoverability in an AI-driven search landscape.

DISCOVERY COMMERCE INNOVATION

TikTok Shop’s newly released playbook, developed with Accenture Song, provides marketers and brands actionable frameworks for driving growth through discovery commerce, leveraging real-time creator content and robust measurement. With TikTok Shop rapidly capturing eCommerce market share, ignoring these trends risks falling behind competitors capitalizing on content-driven online retail.

INNOVATIVE PERSONALIZATION STRATEGIES

Cookieless personalization is reshaping digital marketing by requiring brands to use first-party and zero-party data, contextual targeting, and server-side solutions instead of third-party cookies, ensuring compliance with privacy regulations like GDPR and CCPA. This shift enables marketers to maintain effective, consent-driven customer engagement while safeguarding user privacy. Marketers must adapt quickly to sustain relevance and trust.

📲 Like what you’re seeing?

Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow ClickZ on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

ClickZ is a Contentive publication in the DTC eCommerce division