I got into the mattress business because I don't like the mattress business.

As with any innovative idea, there comes a time when lightning strikes and you experience the “aha moment.” Mine came when my wife and I were shopping for a new mattress.

We were still sleeping on the first mattress that we had purchased together as a couple many years ago, and my wife wanted a new one. I remembered that shopping trip vividly and wanted to avoid repeating it at all costs, but you know what they say – happy wife, happy life.

Just as I had feared, nothing had changed, and we were both miserable. The stores were bland and unfriendly, the sales people pushy, and the fully-clothed “trial runs” on mattress after mattress was awkward and uncomfortable. The sales and prices were different in every store, so it was impossible to comparison shop, and I later learned that this is actually done by design to confuse the shopper.

Needless to say, we didn't get a new mattress. Instead, I came away with an idea for a new company that would not just build a better mattress, it would totally revolutionize the mattress buying experience. My wife thought I was crazy, but with that “aha moment,” Lull was born.

- Sven Klein, CEO