From Wikipedia, the free encyclopedia
Company typePrivate
FoundedMay 6, 2010; 13 years ago (2010-05-06)
May 11, 2011 (2011-05-11) (launched)[1][2][3]
FoundersRon Rudzin
Ricky Joshi
Area served
United States
ProductsThe Saatva Mattress
Loom and Leaf
RevenueIncrease$455 million (2022)[4]

Saatva is an American privately held e-commerce company that specializes in luxury mattresses and is based in New York City with a second major office in Austin, Texas. Launched in 2011, Saatva was one of the first companies to implement the direct-to-consumer business model. The fastest growing major direct-to-consumer mattress brand from 2019 to 2021, Saatva is estimated to bring in close to $500M in direct annual revenue in 2022 with no wholesale channels. In 2015, Saatva ranked #101 on Inc's list of the top 500 retailers for the year.[5] Saatva mattresses launched Loom and Leaf, an eco-friendly brand of luxury memory foam mattresses and their high-end Zenhaven mattress in 2016. [citation needed][6]

Unlike its direct-to-consumer competition, Saatva does not compress its mattresses in a box. Rather, the company provides free delivery and mattress removal out of its 19 factories and 159 distribution centers.

Saatva has since expanded their offering to include luxury bedding, high-end beds and bed frames, and a wide-selection of mattresses in every major category. Saatva has flagship stores in New York City; Washington, D.C.; Los Angeles; and San Francisco. Saatva's retail footprint is expanding rapidly with new stores launching at the pace of one a month in markets such as Boston, Charlotte, Chicago, Dallas, Orlando, Paramus, Philadelphia, Portland, OR., San Diego, and Seattle.


The company was founded in 2011 by furniture industry veteran Ron Rudzin and entrepreneur Ricky Joshi, who chose to base the company's name on the Sanskrit word sattva which means "goodness" or "purity."[7] Rather than open a brick and mortar store, the two opted to sell their mattresses exclusively online. Their products received positive reception from outlets such as Vogue and Forbes magazine and in 2015, placed on both Forbes' and Internet Retailer's guides for the top companies of that year.[3][8][9][10]

Product and delivery[edit]

Saatva sells its mattresses under three brands. Their initial product was the Saatva Luxury Mattress, which featured a coil-on-coil innerspring. As the company grew, they expanded their product line to incorporate a plant-based memory foam mattress, the Loom and Leaf Memory Foam Mattress.[11] In May 2016, Saatva launched the natural latex brand Zenhaven.[9][12]


  1. ^ Mochari, Ilan (26 March 2015). "A Millennial Mania For Discounts Is Radically Reshaping Retail". Inc. Magazine.
  2. ^ Cowley, Stacy (17 November 2015). "Casper Hopes Its 'One for All' Concept Translates to One Pillow". The New York Times.
  3. ^ a b "#68 Saatva". Forbes. Retrieved 18 November 2015.
  4. ^ Milnes, Hilary. "Saatva How this startup reached 180".
  5. ^ Inc. Magazine (15 January 2015). "2015 Inc. Retail Industry List". Inc. Magazine.
  6. ^ "sleepare".
  7. ^ Pasquarelli, Adrianne (31 May 2015). "Finally, a mattress in a box". Crains Communication.
  8. ^ Inglese, Elizabeth (13 May 2015). "7 New Mattress Startups Want to Sweeten Your Dreams". Vogue.
  9. ^ a b Heller, Laura (1 October 2014). "Here's One Product Category Ready For Its Online Closeup: Mattresses". Forbes.
  10. ^ Nxtbook Media (2 January 2015). "Internet Retailer - Top 500 2015". Nxtbook Media.
  11. ^ Denmead, Ken. "Upgrade Your Mattress Experience With Loom & Leaf". GeekDad. Retrieved 18 November 2015.
  12. ^ Ann, Joe (19 May 2018). "Saatva - Internet Mattress Retailer".