'A Millennial Mania For Discounts Is Radically Reshaping Retail'. In May 2016, Saatva launched the natural latex brand Zenhaven. As the company grew, they expanded their product line to incorporate an eco-friendly memory foam mattress, the Loom and Leaf Memory Foam Mattress. Their initial product was the Saatva Luxury Mattress, which featured a coil on coil innerspring. Saatva sells its mattresses under three brands. Their products received positive reception from outlets such as Vogue and Forbes magazine and in 2015, placed on both Forbes' and Internet Retailer's guides for the top companies of that year. Rather than open a brick and mortar store, the two opted to sell their mattresses exclusively online. The company was founded in 2011 by furniture industry veteran Ron Rudzin and entrepreneur Ricky Joshi, who chose to base the company's name off of the Sanskrit word 'sattva' which means 'pure'. Saatva’s retail footprint is expanding rapidly with new stores launching at the pace of one a month in markets such as Boston, Seattle, Chicago, Dallas, Philadelphia, San Diego, and Miami.

Saatva has flagship stores in New York City, Washington D.C., Los Angeles, and San Francisco. Saatva has since expanded their offering to include luxury bedding, high-end beds and bed frames, and a wide-selection of mattresses in every major category. Rather, the company provides free delivery and mattress removal out of its 19 factories and 159 distribution centers. Unlike its direct-to-consumer competition, Saatva does not compress its mattresses in a box. Saatva mattresses launched Loom and Leaf, an eco-friendly brand of luxury memory foam mattresses and their high end 'Zenhaven' mattress in 2016. In 2015, Saatva ranked 101 on Inc's list of the top 500 retailers for the year. The fastest growing major direct-to-consumer mattress brand from 2019 to 2021, Saatva is estimated to bring in close to $500M in direct annual revenue in 2022 with no wholesale channels. Launched in 2011, Saatva was one of the first companies to implement the direct-to-consumer business model. Saatva is an American privately held e-commerce company that specializes in luxury mattresses and is based in New York City with a second major office in Austin, Texas.

Loom and leaf