Entrepreneur Dreams Big with New Bed Line

The Allswell brand is making Walmart a destination for mattresses. Find out how this #RetailForward startup is making a difference for customers by offering great beds at low prices. 

“Great sleep is for everyone—not just the privileged few,” says Allswell President and General Manager Arlyn D. That’s been the guiding philosophy behind the Walmart-owned Allswell brand, which offers luxurious, high-quality mattresses at low Walmart prices.

The company began as an online exclusive but just launched its signature mattress—The Allswell—in 2,346 Walmart stores. They’ll soon be expanding beyond mattresses, too—there’s already been a big response to the Allswell mattress topper program, and more new products are in the pipeline.

We spoke with Arlyn about Allswell, their mattresses, and how being part of Walmart is helping them fulfill their mission of “luxe for all.”

How Allswell Serves Customers With Their Mattresses

The story of how we brought The Allswell—our namesake mattress—to Walmart stores illustrates the mission of our enterprise. The Allswell launched online, with a price of $345 for a queen, to rave reviews (1,000+ with an average 4.6-star rating).

As we looked at bringing this product into Walmart stores with the scale that implies, we uncovered opportunities to save on costs. Some (dare I say most?) companies would have kept the price at $345. Instead, we’re selling a queen at $299. We believe that by charging less, we can serve more people with a great night’s sleep! 

Ready for a Rest?

Use the code GiveMeAW on allswellhome.com for 15% off sitewide. (Code expires Jan. 1, 2020.)

How Allswell Got Its Start

When Walmart acquired the men’s apparel brand Bonobos, founder Andy Dunn, (SVP, digital consumer brands, Walmart eCommerce) and Walmart eCommerce U.S. President and CEO Marc Lore shared a vision to leverage the brands’ expertise to launch a new kind of direct-to-consumer (DTC) brand.

This brand would leverage the key elements of best-in-class DTC brands (robust digital presence; purpose-driven, design-led products; etc.) and of Walmart (distribution, product, and sourcing expertise, etc.) to bring their products to more people. Allswell is Walmart’s first experiment in that regard: our first omni DTC brand.

Allswell + Walmart = A Perfect Fit

Although we are fully owned by Walmart, we operate like a traditional DTC brand. It’s the best of both worlds: We have the flexibility and autonomy of a startup but also the resources, tools, and support of a Fortune 100 company behind us.

Bringing Allswell to Stores Benefits the Brand and Consumers

Presence in aisle can introduce the brand to millions. By reaching more people, we can get our products to customers at even lower prices. It’s a virtuous cycle.

What Sets Allswell Mattresses Apart

Allswell mattresses are called hybrids. They blend layers of high-performance memory foam with the traditional “spring” of individually wrapped coils, resulting in an ideal blend of comfort and support.

"Great sleep is for everyone—not just the privileged few."

Say hi to Arlyn and the Allswell team on Instagram @AllswellHome.

For more stories, advice, and inspiration, download your copy of the Winter issue of Walmart World here!

 
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