Few markets have had such rampant disruption in past years as that seen in the mattress industry. The emergence of nimble new brands, hallmarked by their social media presence and quirky media campaigns, is officially too large to ignore anymore. Casper was the first company to gain serious traction in the bed-in-a-box space and saw their revenue surpass the 200 million mark in 2016. Until now, this new sector has been populated by 'young-guns' and hasn't seen any real commitment from traditional mattress behemoths like Serta Simmons, Sleep Number or Sealy. These companies have all unrolled their own interpretations of such products but haven't really spearheaded the quest for consumers' hearts like Casper. The recent launch of Tomorrow Sleep, backed by Serta Simmons, may mark the beginning of the end for these smaller companies' dominance over this new market.