"“Barriers to entry are low, but barriers to profitability are high,” he said. “It doesn’t take that much to design a mattress, a marketing campaign, put up a website, and have one of these big companies like Carpenter do the fulfillment for you,”"
The majority of bed-in-a-boxes outsource their manufacturing...They’re literally calling around to producers saying, ‘we need a finished product and here’s what we think it should look like.’ Sometimes, they don’t even know what they want it to look like...Most of the outsourcing is to just four major manufacturers
Sleep Innovations Shiloh 12-inch Memory Foam Mattress
I've had others staying in our guest bedroom love it too and go out and buy one. At this point, with a number of moves and growing family, I've bought something like 5-6 of them.
I think Costco sells the same mattress under Novaflex or a similar name but at a slightly higher price point (the Amazon price varies quite a bit on the Sleep Innovations mattresses -- check CamelCamelCamel on it if curious).