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'A Warby Parker of mattresses? Somebody is going to do it. Why not us?' This was the topic of a conversation begun in spring 2013 among Gabe Flateman, Philip Krim, Neil Parikh, and T Luke Sherwin. The four met as members of a New York City venture accelerator program. All admired Warby Parker's success in delivering on the promise of 'designer eyewear at revolutionary prices,' via a direct-to-consumer sales model. 'Big Mattress,' their term for the current manufacturer / retailer system, featured not only high prices, but also, as they would describe to many in the days ahead, 'one of the worst buying experiences in the world.'