Move Over, Kings: This "Supreme Queen" Mattress Startup Is Coming For You

A new bed-in-a-box startup, Allswell, is putting women first.
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Just in time for Women's History Month and International Women's Day, a new female-led startup, Allswell, has caught our attention. The home decor brand launched last week and is already disrupting the mattress industry as we know it—or at least is trying to.

Now, I know what you’re thinking: Does the world really need another online mattress and bedding retailer? Fair point. I've been covering the home market for years and there are plenty out there already—think Casper, Lull, and so on.

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But this one feels different. I really like what this new company (which, believe it or not, is backed by Walmart) is trying to do. First, there’s a woman, Arlyn Davich, steering the ship as president, so we're off to a good start. And one of the first things the brand has done, in a bold move, is rename the “King” sized mattress the “Supreme Queen.” Semantics? Maybe. But I’m listening.

Allswell also boils down the mattress shopping experience to two crystal-clear choices: The Softer One and The Firmer One. They're both 12 inches tall, come with a built-in plush topper and are crafted in a special cool-to-the-touch woven material. The biggest difference between the two, from what I can tell, is The Firmer One has a layer of coils in addition to the memory foam used for both models. 

The site also stocks bedding curated by folks like HGTV’s Genevieve Gorder and it-girl tastemaker Athena Calderone of Eye Swoon. So an Instagrammable bed really is just a few clicks away.

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The prices are pretty reasonable (a standard queen bed is $855), and you can purchase items a la carte or as a designer-approved bed bundle. White glove delivery is available for mattresses, or you can have your bed shipped in a box. Old mattress removal is also available.

If you’re in the market for a new bed or any of the accouterments that go along with one, peep the site and start sleeping like the queen that you are.

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