HIGH POINT — The Top 15 bedding e-tailers last year added more than $600 million in revenues and continue their high-flying ways.
Those retailers, led by Amazon, collectively generated retail sales last year of about $3.65 billion, a 20.9% gain. That is down from a 41% growth rate for 2018.
Furniture Today’s fourth report on the Top 15 bedding e-tailers shows that their growth rate continues to slow but still remains far ahead of the growth rate for traditional bedding retailers. The double-digit sales gain recorded last year by the top bedding e-tailers compares with the scant 2.7% growth rate recorded by the Top 25 bedding retailers last year, according to Furniture Today’s market research.
The Top 15 reflect varying levels of growth, with one posting triple-digit growth, seven posting double-digit growth rates, five posting single-digit growth rates and two showing sales declines.
Once again setting a fast growth pace is No. 1 Amazon, which boosted its bedding sales last year from $900 million to $1.2 billion, a robust 33.3% increase. The Seattle-based Internet giant is far ahead of its nearest rival, Casper.
Amazon’s $1.2 billion bedding revenue figure includes sales of mattresses, foundations and adjustable bed bases. The figure excludes Amazon’s sales of other online brands on the Top 15 list.
The $300 million bedding increase recorded by Amazon last year is greater than the revenues recorded by most of the other e-tailers on the Top 15 list.
All of the figures on the Top 15 bedding e-tailer list are estimates developed by Furniture Today. The estimates are for online retail sales only, and they exclude wholesale shipments to partner retailers and sales through brick-and-mortar stores.
Casper again ranks in the No. 2 spot on the list, with estimated online bedding sales of $315 million, a 5% increase over estimated online bedding sales of $300 million in 2018.
No. 3 Resident — which includes the Nectar, Dream Cloud, Awara and Level Sleep brands in its portfolio — boosted its online retail revenues from $250 million in 2018 to $310 million last year, a 24% increase.
Moving into the No. 4 position is Saatva, the white-glove-delivery brand, which saw its online bedding revenues jump 17.8%, to $265 million. Saatva was No. 6 on last year’s list.
Purple, No. 4 a year ago, falls to the No. 5 spot. Its online retail revenues grew 6% last year, to $265 million.
Wayfair drops one spot, to No. 6, recording retail bedding sales last year of $250 million, an 11.1% increase.
Brentwood Home, whose portfolio includes the fast-growing Avocado brand, jumped from No. 10 a year ago to No. 7 on the latest Top 15 list. Its online retail bedding revenues jumped 120%, to $220 million last year. That was the biggest percentage growth increase on the list and the second-largest increase in online retail bedding revenues, behind only Amazon’s $300 million gain.
Tuft & Needle, No. 5 two years ago and No. 7 on last year’s list, drops to No. 8 this year, with a 5.6% drop in its online revenues, to $170 million.
Overstock, which posted a 7.7% increase in its bedding revenues, hitting $140 million, is in the No. 9 spot, down one position from last year.
Mattress Firm rounds the Top 10 this year, falling one spot from last year’s list. Its online bedding revenues were up 4.8%, to $110 million.
Brooklyn Bedding, No. 11, increased its online bedding revenues 17.6%, to $100 million.
New to the list, in the No. 12 position, is Tempur Sealy International, which had online bedding sales of $95 million last year, a 90% increase over the year-earlier figure.
No. 13 Leesa saw its online revenues drop 20% to $80 million, while No. 14 U.S. Mattress boosted its online revenues to $75 million, a 7.1% increase.
Nest Bedding, whose online revenues grew 11.1% to $50 million, rounds out the Top 15 bedding e-tailer list.
The top five bedding e-tailers on the list boosted their revenues to more than $2.3 billion, a 22.3% increase. But that was far below the 61% growth rate the top five generated last year.