There’s a bigger story to be told about online-first brands migrating to brick-and-mortar outposts, popping up alongside stores they once threatened to take out. And how crazy it is that a digitally native company would be opening a showroom in a mall of all places. Which is exactly what will happen Tuft & Needle, one of the many digital mattress companies (i.e. Casper, Allswell, and Helix) that set out to disrupt the industry, opens in NorthPark Center in September.
The first Texas location for the Phoenix-based brand, Tuft & Needle’s Dallas store will offer honestly-priced products (mattress stores are notorious for markups), and will be our city’s first online mattress retailer showroom. (How’s that for an oxymoron?) It’s also one of the better bed-in-a-box brands—the Wirecutter named it “The Best Foam Mattress for Memory Foam Haters.”