Purple, the DTC mattress brand, has unveiled its Premium and Luxe Collections, signalling a shift towards focusing on premium products. The introduction of nine new mattresses is part of Purple’s growth strategy following its acquisition of Intellibed. The move aims to establish Purple as a key player in the premium mattress category. While Purple has previously relied on quirky marketing, the company now aims to broaden its product range and appeal to a larger consumer base while leveraging its unique GelFlex Grid technology. The brand currently operates in three segments: Essentials, Restore, and Rejuvenate, catering to different price points. The expansion of product offerings aligns with Purple’s strategic plan, which includes a new brand positioning and investment in wholesale partnerships and showrooms. Despite facing sales declines, Purple believes that diversifying its customer base and competing across multiple market segments will be key to sustained success. The new collections will be available on Purple’s website, showrooms, and select retailers nationwide.

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