Category: About FloBeds

11 Feb

There are now 175 online mattress companies — and you can’t tell them apart

There are now 175 online mattress companies—and you can’t tell them apart



  • Experts estimate there are now around 175 bed-in-a-box companies in business.
  • Many say the mattresses have very similar foam formulations and sometimes are even manufactured by the same companies.
  • Sameness in the companies’ branding and marketing strategies may create confusion for consumers.
  • Unlike FloBeds, who started shipping their 100% Talalay latex mattress with adjustable firmness for each side in 4 cartons circa 1997, these 175 mattress companies are made with polyurethane foam and a dash of something exotic for marketing purposes.
    (FloBeds editor’s note: we added this bullet point:)
GP: Casper mattress delivery 150828

Samurai Messenger Service prepares to deliver a packaged mattress from the bed delivery company Casper in New York.Yana Paskova | The Washington Post | Getty Images

Gone are the days of flopping onto mattress after mattress in a stuffy showroom floor.

Online mattress companies that ship to your front door say that finding the perfect bed might just take a few clicks. But experts warn that it’s important to look beneath the sheets. They say many mattresses being sold are actually very similar — despite how they’re marketed.

“The products that you’re buying — there are many similarities and only some minor differences,” said Seth Basham, an analyst at Wedbush Securities who covers the mattress industry. He said that the core of the mattresses at different companies often use the same foam“The different layers — what goes on top of what, can differ. But the big difference is how they’re being sold and marketed.”

There are now around 175 bed-in-a-box companies in business, estimated Michael Magnuson, founder of mattress review site Their sales account for12% of the $16.5 billion mattress industry, though only the top 10 companies make a significant dent, according to Basham. Among the major players are brands like Purple, Casper, Nectar, Leesa, and Tuft & Needle.

Mattress giants like Tempur Sealy and Serta Simmons should be nervous, said Peter Keith, an analyst at Piper Jaffray. Sales units on average at those companies have been down 5% over the past two years.

A survey by the International Sleep Products Association reported that 45% of mattresses purchased in last year were online, up from 35% for purchases in 2017.

Purple is the only public bed-in-a-box company, after it merged with a public investment shell company in 2018 at a valuation of $1.1 billion. Its stock has dropped 40% since the merger, and the company is currently valued at $355 million. Like many other bed-in-a-box companies, according to Basham, Purple has not yet seen a profit. In 2018, the company made $285 million in sales, and reported a net loss of $19.6 million.

Profit is hard to come by because the ease of forming an online mattress company makes the market competitive, according to Basham. “Barriers to entry are low, but barriers to profitability are high,” he said. “It doesn’t take that much to design a mattress, a marketing campaign, put up a website, and have one of these big companies like Carpenter do the fulfillment for you,” he said, referring to one of the key mattress manufacturing companies.

H/O: Purple Innovations mattress closeup

A rolled up Purple mattress on a doorstep.Source: Purple Innovations

Manufacturing ease

The majority of bed-in-a-boxes outsource their manufacturing, according to Magnuson from “None of these guys, with a few rare exceptions, make their own mattresses,” he said. “They’re literally calling around to producers saying, ‘we need a finished product and here’s what we think it should look like.’ Sometimes, they don’t even know what they want it to look like.”

The companies that make their own mattresses include Brentwood Home, Brooklyn Bedding and Purple, Magnuson said. Many of the bigger bed-in-a-boxes do the research and development of the mattresses themselves, which differentiate how they feel. And companies like Tuft & Needle, Casper and Leesa have layers of foam with proprietary formulas, which means they’re not the same as others.

Most of the outsourcing is to just four major manufacturers, according to Dan Schecter, senior vice president of sales and marketing at Carpenter. He said his company makes mattresses for 40% of the mattress industry at 60 factories throughout the country. That includes including roughly 14 bed-in-a-box brands, along with all the traditional players like Tempur Sealy.

“The customer comes to us … they say they want a mattress that does these things against the body, and they would like to have these features and advantages as part of their marketing story. We then create the mattresses that dovetail with what their vision is,” he said.

Layla CEO Akrum Sheikh said companies that manufacture their own products are “at a disadvantage as they may find themselves being limited to the use of their own technologies and capabilities.”

“In order for Layla customers to truly benefit from the product, we believe in a business model that combines utilizing licensed technology and abilities from multiple manufactures combined with our own proprietary inventions bundled up into one superior product,” Sheikh said. “This model allows us to innovate and create without restrictions.”

Schecter said the mattresses produced by Carpenter do not have the same foam formulations, and that the company only agrees to design and manufacture mattresses that are backed by science.

Purple emphasizes the science behind its mattresses, especially its “Smart Comfort Grid” layer, which it says helps to relieve pressure on your body during sleep. Eight Sleep is another company that’s technology-oriented, and touts its mattresses’ dual temperature control and sleep tracking app.

Innovations like these are helping brands to differentiate themselves, according to Keith.

“For a while there were a lot of similarities, but you’re starting to see the bigger companies diversifying their offerings,” he said. For example, some brands are now selling luxury and cheaper versions, or hybrid models that include both foam and springs.

Marketing confusion

But all the different offerings might just overwhelm consumers, said David Srere, co-CEO of branding agency Siegel+Gale.

“It’s the amount of information. There’s just too much,” he said. “If you go online, not only do all of them look alike, but they’re all talking about their different products. If I tell you that my mattress is special because it’s infused with copper gel, does it mean anything to you?”

Layla, Sleep Science and Propel by Brooklyn Bedding all sell copper-infused mattresses. DreamCloud, Leesa, and Walmart-owned Allswell are just some of the brands offering hybrid mattresses.

Brentwood Home and Sleep Science were not immediately available for comment.

And the sameness between companies applies to their marketing and brand identities, too, according to Armin Vit, co-founder of graphic design firm UnderConsideration. He sees resemblances in the companies’ colors, fonts and advertising messages. “You can see a similar approach,” he said. “In my mind, Casper was the first, so I think they sort of set the tone. They did well, and others followed.”

Casper, which was founded in 2014, was among the first bed-in-a-box company to gain widespread recognition. Their logo, which is navy blue with a sans-serif font, has similarities with Leesa’s, launched in 2015, Nectar’s, which was founded in 2016, and Purple’s, also formed in 2016.

Vit said that the likeness of the logos and marketing might be intentional. “The goal is for something to look familiar,” he said, because there’s a chance consumers will mix up someone’s mattress recommendation with another company’s.

“It’s not ideal, it’s not the most creative or authentic thing to do, but it’s kind of like getting sales and getting customers with confusion in the marketplace.”

Each companies’ messaging isn’t much better. For example, Casper says its memory foam mattresses is for “those who want a ‘just right’ feel whether you sleep on your back, side or stomach,” while the Nectar’s mattress firmness is also “just right” and provides “optimal comfort and support — whether you sleep on your front, back, or side.”

Vit said, “There’s a certain comfort in doing what the successful company’s doing. Someone takes the lead and everyone else says, ‘Hey, that seems good, let’s go there.’ It’s not exciting, but it’s sort of smart.”


30 Mar

How big should a basketball player’s bed be?

How big should a basketball player's bed be?

Big Bed for a Big Guy

Of course the answer depends on many factors, but our latest player-customer , a 6′ 9″ pro, needs a Deluxe 9′ x 8′ super-super-king natural latex mattress. This bed is made Firm over Extra-Firm over SuperFirm. And if he wants to change mattress firmness in the future… he can.

9 ft big bed and foundation fit in 13 cartons.

We shipped the Basketball King Latex Mattress via UPS in 13 cartons (and that included one of our strong and durable fir slat foundations, super-sized of course:)

Unlike less expensive polyurethane foam mattresses, a FloBed Latex Mattress can not be roll-compressed into a single box. Not even a regular king size mattress.

A big strong foundation
asketball King vs Regular King

Need something special?
email us:
or call Flobeds at: 1(800)FloBeds / 356-2337

Find more information at our Directory.

30 Dec


Dave Turner, Magic Sun Waterbeds, Palo Alto, CA

Water Mattresses and Waterbeds

Opened a waterbed store  in Palo Alto, California as a means to pay for college.

Formed FloCare National, providing specialized home delivery and warranty service for Sears, JCPenneys and regional specialty stores in 10 states.

SoundSleep, a FloCare subsidiary, began supplying JCPenney and other retailers with high quality softsided flotation sleep systems.

FloCare  added hard to find/fit replacement part sales direct to customers of national retailers’  and regional waterbed  chains.

One of our accounts referred a quadraplegic who needed a waterbed that would work on a hospital bed to relieve pressure and prevent pressure ulcers. The FloCare Fluid Mattress received US Patent 5,513,400 in May 1996 and US Patent 5,850,646 in December 1998

We put our new hospital mattress on the Internet. . Soon we were shipping our components around the world.

Designed a latex mattress to provide dual adjustable firmness. Introduced our “90 Night Test Rest” SATISFACTION GUARANTEED OR YOUR MONEY BACK!

Built the DreamMaker, allowing users to configure the “Bed of Your Dreams” online, creating “The First Personally Crafted Mattress” – A mattress that is built to order for the specific requirements of each sleeper and shipped within days.

(from History of FloBeds)

We don’t have waterbed parts listed anymore in our online catalog, but just give us a call and we will do our best to find your replacement part

17 Dec

Dave Turner Day

City honors Councilmember/Mayor Dave Turner (FloBeds President)

Dave celebrates with former City Manager Linda Ruffing and City Attorney Sam Zutler

Dave Turner Day in Fort Bragg


My dad, my boss, and for the past 16 years, the Mayor, or city council member of our small coastal town, Fort Bragg CA just hung up his suit and tie and retired from his service to our community. Sure, he’ll still have his hands in many projects, such as the Noyo Center for Marine Science, he’s the president of Fort Bragg Rotary, but for the most part, he’ll just be my dad and my boss again.
Sharing my dad with our city has had its ups and downs, but I wouldn’t change a thing.  For 16 years, I’ve watched as he shaped dreams into reality,  stood up for people with no voice, stood up to people with loud voices, and always kept his voice, the voice of reason, truth, and the voice in his heart of hearts that he knew was right.


My dad is not your average business owner, he’s not your average mattress maker, in fact he’s not your average anything, because everything he does, he does 110%.  If you take a look at our customer reviews, even our policies, such as the goldilocks guarantee, you’ll see my dad shining thru, he cares about . . . people, he wants to “do what’s right” for the customer, for the homeless, for fellow members of our community.  And you can bet, thats how he’ll be remembered in our city, and the mattress industry alike.
Our biggest competitor in the bed business saw me at a trade show once, and old guy who had known my dad for years, he introduced himself, I was taken back, “He said, tell your father I said hello, and make sure you listen to him, he’s always wearing the white hat.” I could really go on and on, but perhaps I can sum it up with this.  On December 10th, my fathers last council meeting and 67th birthday, the city proclaimed it “Dave Turner Day”! Who gets something like that?
Dad invented the “Original Personalized Latex Mattress” 22 years ago, lead FloBeds to become the leader in Talalay latex mattresses online and off-line and taught the FloBeds team to provide the best customer service in the industry, for the last 16 years he has also lead the City of Fort Bragg to be the greatest little city in the world.


City Clerk June Lemos put together a slide show for dad’s last meeting.

Dave Turner Day

Monday night, December 10th was both my last Fort Bragg City Council Meeting (afer 16 years) and my 67th birthday. I was stunned when I enterered Town Hall to see the entire City Council, City Staff and much of the audience wearing "Dave Turner Day" t-shirts with my mug on the front. Mayor Lindy Peters read a proclamation making it Dave Turrner Day and City Clerk June Lemos played this video. (Best day ever:)

Posted by Dave Turner – Fort Bragg City Council on Wednesday, December 12, 2018

Here is what the local newspaper wrote:

New council members were seated and outgoing members were recognized during the Dec. 10 City Council meeting at Town Hall…
…Dave Turner was recognized by Congressman Jared Huffman … Turner received a congressional records statement – something that is entered into the congressional record – honoring his years of service.
Lindy Peters, in one of his last acts as mayor, read a proclamation declaring Dec. 10 Dave Turner Day. Many at the meeting wore shirts with Turner’s face on them that said “Dave Turner Day.” The proclamation cited Turner’s work on the mill site, the Coastal Trail, the successful Georgia Pacific/Office Max litigation, the Noyo Center for Marine Science, the Downtown Streetscape Project and more.
Fittingly, Dec. 10 is Turner’s birthday.
Turner was first elected to the council in 2002, then re-elected in 2006, 2010 and 2014. Dave served as mayor from 2004 to 2006 and from 2010 to 2016. He served on the city’s Finance and Administration and Public Works and Facilities committees as well as several ad hoc committees. He also served as the city’s representative to the Fort Bragg Fire Protection Authority and Mendocino Solid Waste Management Authority.
“I would like to thank the citizens of Fort Bragg for the honor of representing them these last 16 years. I love Fort Bragg,” said Turner at the meeting. “As I said in 2002, Fort Bragg will not dry up and blow away. We are a community of ornery, independent, caring, resourceful people. Anne and I moved back to Fort Bragg with Katie, Dewey, Packie and Bryna because we saw this as the best place in the world to raise a family. We have all seen obstacles along the way and our town has risen to meet them.”
city council and dave

20 Jul

Mattress Review Sites | FloBeds

What’s with all these Mattress Review Sites and how do they get paid?

Stanford QuadI got into the mattress business while a student at Stanford University in 1971.  It was supposed to be a summer job…but that’s another story.  Back then, like now, there were businesses that would say or promise anything to get a sale.  They usually sold really cheap products for as much as they could get.

Twenty years ago we started selling our Latex Mattresses on the “World Wide Web”.  It turns out it is a great marketplace.  We provide lots of information and images to anyone who is interested.  And we  customize every mattress for every customer.  We guarantee each sleeper will get the firmness they needed.  Or their money back.
For the next 18 years we enjoyed competing in the “new” Internet space.  Other companies copied our design… but that’s to be expected with such engineered comfort.  Some used similar quality latex and sold through stores for $1,000 to $2,000 more.  Others used inferior foams and sold for less.  No one matched our customer service.  And our business grew steadily.
A new trend started.  Create a review site.  Charge the companies you review a percentage of any sale generated by a clicks to the mattress site.  Real review, or con?  Here is a sad, but true, news article on the state of affairs:
The War To Sell You A Mattress Is An Internet Nightmare
Over 200 new bed-in-box stores are selling on the internet.  Many make some bold claims:
1) “Our One Perfect Design fits everyone”– this buy the the dominant online store that now has 3 models, and has discontinued that “perfect” original one.
2) “All Natural” — except for this, that and oh yeah, that too.
3) “Designed by a Rocket Scientist” — it worked for Tempurpedic, why not try it?
4) “Look an unbiased review site that says we’re great!”  (they only have to pay the review site $50 to $100 per sale generated!)
5) “Trust Us” — yeah, right.
custom crafted talalay mattress
We are lucky to have 20 years of satisfied customers who are repeat customers and tell their relatives and friends about  Our business will hold steady through these “Mattress Wars”… and after the shake out… our name and address will be the same.

03 Jul

Furniture Today Honors Latex Mattress Pioneer

Internet pioneer

 Talalay latex powers Internet retail pioneer

Road Trip
FORT BRAGG, Calif. — stands out in mattress cyberspace with a service-oriented, customized approach to better sleep, one that is powered by Talalay latex. The company, with roots that go back to the glory days of the waterbed industry, was a pioneer in the online bedding arena, which it entered before the turn of the century.
Yes, you read that correctly.
Bedding innovator Dave Turner turned to the World Wide Web way back in 1995, when he put a pressure-relief waterbed mattress online, hoping to draw the interest of hospitals and health care facilities.
“When the Internet came out, I decided to put this hospital bed online so I wouldn’t have to travel,” Turner recalled.  Hospitals weren’t interested, but Turner heard from a far more important group: Consumers. “Boy, the rest of the world came to the site,” he said. “Soon we were shipping our components around the world.”
A few years later, tired of dealing with truck lines that couldn’t provide quality home delivery of his beds, Turner designed a foundation system that could be shipped via UPS. With that product, the company could ship a complete bed via UPS in “four manageable boxes,” Turner said.
Yes, the company was a pioneer in the boxed bed category, too.
Turner, who entered the waterbed business in 1971 as a summer job, found his career instead.  “Here I am still in the bedding business, much to the chagrin of my Dad,” Turner said in an interview with Furniture Today. “He wanted me to be a lawyer like him.” But the challenges of running a retail business won out over a legal career.
Turners and Fishers at Talalay GlobalTurner stumbled onto Talalay latex at a trade show, visiting the company then known as Latex International, now known as Talalay Global. He quickly became a passionate supporter of that bedding material, which the company’s website ( describes as “the premier material in bedding.”
Talalay latex “delivers a unique buoyant but conforming quality that relaxes muscles and relieves tension, lifting away the pressures of the day while you sleep,” the retailer says. FloBeds, which began selling Talalay latex online in 1997, now offers only that material to its customers, fashioning it into its FloBed, available in a variety of feels. It has been selling Talalay latex exclusively since 2005 and offers products in both natural and blended versions. The company says it offers a wide range of Talalay latex mattresses, starting with some with super-soft convoluted foam toppers, and providing five core options.

FloBeds’ unique VZone layer features six zones that can be configured in any way the consumer wants, using firm, extra- firm, medium or soft latex panels that are interchangeable. As part of its commitment to customer service, the company will offer any latex zone panel for no charge in the first 100 days, giving consumers the chance to dial in a different feel.
FloBeds Internet Pioneer
FloBeds touts its Goldilocks Guarantee, giving consumers a chance to change the firmness anytime for the 20-year life of the mattress. “Life happens,” the company says. “Change is inevitable. Make sure your mattress can change with you.”
A commitment to help customers find the bed that is best for them continues to drive the company, says Dewey Turner, Dave’s son, who is general manager. “We really stress service,” Dewey Turner said. “We want to make sure their bed is right for them. That’s our No. 1 goal. Being online is like living in a small town. If someone has a problem, everyone hears about it. We don’t want our customers to have any problems with our beds.”
Dave Turner says FloBeds looks at its customers like family. “Once you buy a FloBed you are part of our family,” he said. “Our designs insure your FloBed will be Just Right. If you need to change the firmness of your bed to make it right, today or years from now, just give us a call. You’re likely to get one of the Turner family. And because you are our extended family, we get right to what we need to make your mattress just right, everyday and every year.”
FloBeds has a showroom at its Fort Bragg headquarters but sees most of its customers in cyberspace. When you’ve been selling online for more than two decades, that adds up to a long list of satisfied customers, the company says.
link to actual article

12 Mar

Whale Festival | FloBeds

Pacific Gray Whales are migrating north right now—and maybe you should too!

As you might know, Flobeds is located in Fort Bragg, CA, a small town nestled between the redwoods and the sea in Northern California. We would love to invite you to join us in celebrating Fort Bragg’s 36th Annual Whale Festival, which honors the migration of the Gray Whale all the way from Baja back to its ancestral feeding grounds in the Bering Sea. It’s the perfect excuse for you to heed nature’s call and get moving, migrating up or down the coast of the Pacific Northwest to spend the weekend in Fort Bragg, California this March 16th – 18th.

View from Coastal Trail
View from Coastal Trail

Why watch the whales in Fort Bragg? Not only does the small town boast a coastal trail perfect for whale watching—over three miles of walking and running paths along the coastal bluffs—but it is also home to the Noyo Center for Marine Science. The Noyo Center has in its collection the world’s largest Orca on display (a 26ft articulated skeleton of a Killer Whale), and the skeleton of a 73ft Blue Whale that washed onto the Mendocino shores a few years ago. Last year alone, the Noyo Center brought marine science education to over two thousand kids in local schools. And you can see the magic for yourself: the Blue Whale Skeleton will be on display for the 36th Annual Whale Festival! Join locals in a 5K run along the coastal trail, help them preserve the whale bones with an annual painting and preservation session, or just enjoy the local brewery, wineries, and artistry. See ticket info and the full list of activities here:

(Flobeds president and local city councilman, Dave Turner, and a first grade class learning about the Blue Whale skeleton with the Noyo Center
-Flobeds president and local city councilman, Dave Turner, and a first grade class learning about the Blue Whale skeleton with the Noyo Center-

Flobeds is a proud sponsor of the Noyo Center. In honor of the whale festival, we are offering a five percent discount and a matched donation to the Noyo Center when you purchase one of our personally crafted latex mattresses with the code WHALE (enter on FloBeds Cart page above “Noyo”). Want to try out the mattress while you’re in town? Several inns and B&Bs on the coast carry our beds, so you can sleep on it before you buy it. Otherwise, stop by our showroom on Redwood Avenue or visit our website to learn more.

-Dave Turner, Noyo Board member and  FloBeds Founder/President, in the jaws of the Killer Whale at Orca Articulation Workshop last summer-

But do you really need an excuse to marvel at one the earth’s greatest creatures? Come join us to celebrate the Gray Whale in Fort Bragg, California!

14 Feb

Your Dreams May Vary

“My newest play, Bull in a China Shop, is a queer history play inspired by the real-life letters between Mary Woolley and Jeannette Marks spanning from 1899 to 1937. I wrote the majority of it in the twenty-four hours immediately following the dissolution of a five-year relationship. I sat down with a friend and swore that I would never write again—and then I suddenly wrote this play about growing older, idealism, identity, ambition, yearning, love, revolution, reform, shifting politics, and time passing so quickly we hardly notice we’re not the people we used to be.” Bryna Turner

Bryna Turner grew up in Fort Bragg watching her dad, mom, and three siblings follow their various, varied, surprising dreams. She followed hers down equally divergent paths to find success as the twenty-seven-year-old author of a lauded New York play, Bull In A China Shop, heading for Chicago in May, and playing in Mendocino this summer. Lincoln Center of the Arts awarded the coveted Emerging Artists Award for 2018 to Bryna, one of only eleven artists in the country to earn the honor.

When my dad was growing up, he thought he wanted to be a lawyer like his father. And yet, he was always thinking up and executing business plans. He ran a paper route so well he quickly began subcontracting neighborhood kids to work for him. He started a backyard circus that cost a nickel for entrance, and then ran the grill himself, making a killing selling hotdogs. He was a young inventor too—he made a small device to electrocute his brothers who had their own weapons of choice—Andy’s throwing knives and Scott’s blow dart. By the time he was studying political science at Stanford University, he had no plans to go into business. But when he walked into a summer job at a waterbed store only to have the owner call him from Mexico offering to sell him the business at cost, Dave Turner knew he had to seize the opportunity.

The Latex Mattress Invention

Almost forty years later, my dad has taken the business through many iterations. It has transitioned from a waterbed store, to a wholesale mattress delivery operation, to what it is today: a business making high-end customizable latex mattresses. But no transition was as dramatic as the decision to move from the Bay Area to Fort Bragg, California. As the youngest of Dave and Anne Turner’s four children, I’ve often wondered: why in the world did they do it?

“We wanted to raise our children in a community,” Dave says. “Katie and Dewey were about to enter middle school, and we didn’t want them going to schools with metal detectors,” Anne says. The truth is: my dad was born in Fort Bragg, CA and he wanted his kids to have access to the same kind of small town childhood he enjoyed. And once back in Fort Bragg, my dad returned to one of his own childhood hobbies: inventing. Within a few years, he’d developed a patent for a hospital bed. Eager to get the idea out into the world, but reluctant to leave his family for long periods of time peddling the product on the road, he turned to a brand new technology in 1995: the internet.
“I thought I’d be able to get the attention of hospitals online, but instead, I got people from all over the world looking for a good mattress”—and so my dad got to work developing a mattressperfect for individuals. Today, the Flobed is one of the most customizable mattresses on the market. And it’s all made here in Fort Bragg, California, making it one of the only local manufacturers left on the coast.
My dad’s business ethos is surprisingly simple: “everyone is built differently; your mattress should be too.” But his attention to difference, his insistence on listening to what each person needs and not trying to solve individual problems with a one-size-fits-all solution—that’s the key to his and my mother’s parenting too. Or, at least, it’s the only answer I can come with to explain how different each of us four kids have turned out to be.
Take my sister, Katie Turner-Carr, for example. Like our father, her entrepreneur spirit started young—with lemonade stands, and a keen sense of business. But it was our mother’s footsteps she thought she’d follow in.
Anne Turner graduated with a degree in fine art from Saint Mary’s College of Notre Dame. Her life plan was simple: “I was going to be a painter who lived alone. And drank a lot.” Instead, shortly out of college, she met my father. She already had a boyfriend; he asked to be her friend. Three weeks later, he proposed. “I just have to break up with my boyfriend,” she said. Thirty-eight years of marriage and four kids later, my mom has cycled through a few art forms. She worked with acrylic paints—until she had my brother, Dewey, who bit through the paint tubes. So she switched to weaving—until she had my brother, Patrick, who took a scissors to her loom. She had taken her first quilting class while pregnant with me, and so when we moved to Fort Bragg, California, she was thrilled to find the local quilting group. Now she’s been a quilter for twenty-seven. She was the featured artist at the local quilt show in 2013, and has taken home dozens of ribbons through the years. People’s Choice is her favorite category.
My sister is also an artist. She studied studio art at UC Santa Cruz, focusing on painting. Her paintings are large and abstract, filled with beautiful colors and geometric shapes. After college, Katie got a job at Santa Cruz Sock Shop and Shoe Company, where she quickly became one of the star employees. By twenty-five, she had already managed two sock stores, and had idea for her future: she would open her own sock store back in FortKatie Turner-Carr with Marshall and kidsBragg, California. My father was skeptical. Would a community as small as ours sustain such a business? He imagined the majority of her business would be tourists. She imagined the opposite: locals. “Everyone needs socks,” she said. Why Fort Bragg? Her reasoning wasn’t too different from my parents, back in 1992—she wanted start both her business and her family in a community. So in 2006, my sister returned home to start the next chapter of her life. Her first store was twelve by fourteen feet carved out of the front of the Flobeds building on Redwood Avenue. Because the store was so off the beaten path, all of her customers were locals—and the business flourished. By 2008, she was able to move to Laurel Street, right n the middle of downtown, where she remains today. And by 2009, she and her husband, Marshall Carr, had started their family.
And her art? My mom thinks Katie has merged the two passions: “It’s a study in color, just walking into that store.” Plus, she’s busy working on two other masterpieces at the moment: her daughters, Rowan and Zoey, ages 8 and 6.
Our brother Dewey Turner never expected to be running the family business—partly because working for our father isn’t easy. For reference, I was only employed at Flobeds for a month before I was fired for insubordination. Our brother Packie lasted only one summer. And Katie was never foolish enough to take the job. Dewey, however, worked his way up from shipping, to sales, to general manager. If you have a question about the daily operation of Flobeds, you will be directed to Dewey. He knows every moving piece in the complicated business, and keeps things running smoothly. But before he was our father’s right hand and a family man in his own right—he and his wife Jamie have two wonderful daughters who he is quick to describe as the light of his life—Dewey at the ball he was a rebellious high school basketball star who couldn’t wait to get out of town.
Dewey’s passion for basketball was so extreme, and his three point average so high, that he was once targeted for a nasty technical foul that scratched his cornea. He left the court bleeding from the eye, and my mother drove him to the eye doctor. He only had one question for the doctor: “Can I finish the game?” And he did—wearing an eye patch. His passion for the game is contagious—as an assistant coach to the varsity team, he keeps the players enthusiastic about what they’rePackie and Dewey doing. But the first fire he lit was closer to home: our brother, Packie.
Packie recalls getting obsessed with basketball right whenPackie played night and day Dewey made the Varsity team. At the age of nine, he started studying Dewey’s games. He practiced dribbling one hundred times with each hand, daily. He and Dewey convinced my dad to lay down cement in part of the backyard, making a half court for them to practice. Packie was outside nearly every day, practicing his three point shot. By high school, he was a two-time league MVP. He went to college on an athletic scholarship, and was on a team all four years.
So, we were all surprised when, after college, he announced he wanted to join the bed business. He had developed a mattress topper in one of his business classes, and he had a business model that looked pretty good. He knew the industry, and knew he could use a few of my father’s suppliers. He and his wife, Bianca, moved back to Fort Bragg to start their company, Bed Bandits. But to support them while the business was starting, Packie also continued his constant side business: training kids in basketball.
It was this side business that eventually changed Packie’s life. One of the kids he trained in the Bay Area went away to a basketball camp—and his skills blew away the other trainers. The next thing Packie knew, he was being headhunted by the camp. But he wouldn’t be won so easily: “They wanted me to sign a non-disclosure, non-compete contract, and I said, look: you didn’t invent the game of basketball. I won’t sign that.” Meanwhile, he continued trying to make his mattress topper business take off. That is, until he got the next call: to help train Steph Curry.
Packie and Bianca with Steph and Festus Now, Packie is a full-time professional basketball skills trainer. His clients range from five year-olds to NBA starters. He just opened up his own gym in the bay area, where he and his wife live now, and he sometimes travels with a few of his top clients. He’s had to leave the mattress business to the professionals—Flobeds absorbed the topper business.
As for me, I might seem like the family outlier. I’m the only one of the four kids who hasn’t yet moved home and attempted to run a business. In fact, after practically growing up inside the family business, I was very determined never to go into business for myself. So, I studied the exact opposite: theatre. There’s nothing less profitable in the world than theatre, which almost always runs at a loss. And, because of how time-consuming it is, you’re almost always losing money while you’re doing it. Plus, it’s horribly temporary. You’re basically making a product that costs more than most people are willing to spend, only reaches a very limited group of people, and then disappears. It’s the world’s worst business plan—and one of the world’s oldest art forms.
I didn’t think I’d become a playwright. I thought maybe I’d be an actor. Then I realized that was a lifetime of waiting for someone else to say yes to you. So, I thought maybe I’d be a director. Then I realized I wasn’t very interested in where everyone was standing. I even tried my hand at sound design, listening to the same two seconds of material hundreds of times before I finally gave in to the inevitable: I’m a writer. I’ve always been writing, privately, while acting publicly. Finally, I put the two together and discovered—I was horrible at it. Not good at all. But I really wanted to learn.
After graduating from college, I moved to New York City, where I lived in strangers’ homes as a dog-sitter for two months before I found my own apartment and job. I wrote on my lunch breaks, and between phone calls at work. I wrote sort of desperately those first few months. Eventually I applied to graduate school, and started at Rutgers University in New Jersey—which I commuted to from Brooklyn, spending two hours on the train each way three days a week. I kept my part-time job in the city, and took on another part-time job as a TA.
When I graduated from Rutgers, I had hoped to be in a significantly better place than I had been when I enrolled. Instead, I was literally in the same place: same studio apartment, same underemployment. And then, within that same month, I got a row of rejection letters from various institutions I had applied to, and went through a horribly messy breakup. I sat down with a friend and swore that I would never write again, “At least no more comedies. And I’m never going to write about love again.” My friend nodded. Then he asked me to remind him of that one story I was so obsessed with. By the end of the day, I had the first draft of Bull in a China Shop.
Six months later, I was walking down the street with another friend when I got a phone call. It was the artistic director of LCT3, the emerging artist wing of Lincoln Center. He said, “I want to produce your play, what do you think about that?” I said, “I think you’re crazy.” After the play’s success, my mother called me, laughing. “You’re a business now,” she said.
For years, my dad has been signing off his Flobeds emails with a joke advisory statement about his product: “your dreams may vary.” But it’s come to mean a lot more than that to us. Your dreams may vary—not only from each other’s but also over time. “Sometimes the dream changes,” my mother says looking back over the last nearly forty years she’s spent with my father, looking at the life they’ve managed to build together by adapting, changing. Where you are, what you’re doing, what the goals are—it can all change. At Flobeds, they have a warrantee called the Goldilocks Guarantee: “Life happens; people change. Your mattress can change with you.” Paying attention, making the right changes for yourself, your family, and your future—that’s what we’re all about in business and in life.
It’s the adaptability instinct that my dad brought to city council when he joined in 2002, right as the local lumber mill, the city’s largest employer, was shutting its doors. He ran with the slogan: “Focus on the Future,” and was already imagining a time whenMayor Dave Turner at completed Trestlethe trestle over Pudding Creek would be useable again, when the coast along the mill site would be cleaned and opened for public use, and when we might even have our own local marine science center. After 15 years on council, those dreams have all become realities. Each time I come home, I walk the newly opened South Coast trail, remembering how difficult the process was, how far-fetched it seemed at times. And as the path turns and leads to the Noyo Center, my dad always speeds up, taking me to the container that houses the blue whale bones, excitedly talking about the day they’ll be displayed for all to see. All these years later, and he’s still chasing the whale on the horizon—just like all of us.
But remember: your dreams may vary.

Anne's Tree of Life
Anne Turner’s “Tree of Life” Quilt

15 Nov

Engineered Natural Latex Comfort vZone Deluxe Latex Mattress | FloBeds

Natural Deluxe Mattress

Engineered for Sleep, Designed for Comfort. FloBeds All natural Latex mattress.

I am so proud to show you the video Dewey (star) and Paul (camera) put together to showcase our unique latex mattress.  Enjoy!

Text of Video
Custom Engineered Talalay Comfort
Custom Engineered Talalay
vZone Deluxe Latex Mattress

Morning at the Pacific Ocean
As the sun breaks through the redwoods, a world begins to wake up.
In Fort Bragg, 120 miles north of San Francisco is an extraordinary California Mattress Company, home of Custom Engineered Talalay Comfort.

Here at FloBeds every mattress we make and ship worldwide is 100% Talalay, Earth’s most perfect sleep material. Buoyant Talalay has a breathable cell structure no foam can match.

In every FloBed the Talalay inside is surrounded with luxurious 4-way stretch double knit cotton quilted to wool. Inside the cover we first have our convoluted Talalay which provides immediate pressure relief and keeps your blood circulating through your skin.  Under the full-width convoluted topper are layers of 3” Talalay, engineered for the comfort and support of each sleeper.

Your FloBed is custom engineered Talalay Comfort made to your body’s sleep demographics.Over here we have a Talalay vZone Latex Mattress.  Depending on your sleeping needs, your FloBed can be made Deluxe or vZone on both sides, or half Deluxe and half vZone.

Side sleepers often have pressure point pain in their Shoulders or Hips… or sometimes their spine aches from bridging those two points.  The vZone addresses each zone to provide both targeted pressure relief and spinal alignment.

The unique FloBeds vZone allows  you to change any zone as your body requires.  If your hip is sinking into the mattress too far, simply exchange the Hip and firmer Foot zone, which are sized to be interchangeable. When you change the position of your hip, you adjust your spinal alignment.  If your body needs a firmness that is not built in to your vZone, we will send you the Zone you need no charge for the first 100 days.  No charge.  Nothing to send back.

FloBeds adjustability does not end there.  With our Goldilocks Guarantee, for the 20 year life of your latex mattress, you can order zones or complete full length latex cores at a fraction of the cost Years 1-5 a zone is only $25, and up to 2  full length cores for just $75 each.

Custom Engineered Talalay Comfort.  JUST RIGHT today, JUST RIGHT in 20 years. The Goldilocks Guarantee.

Hi, I’m Dave Turner, President of FloBeds.  Thanks for watching this video.  At FloBeds, we like to say:  If you listen to your body, we will listen to you, and together we will get your mattress JUST RIGHT.

04 Oct

Trick or Treat | FloBeds

Don’t let buying a new mattress be like going Trick or Treat!

20 years ago we introduced the FloBeds Layered Talalay Latex Mattress.  Back then we spent a lot of time explaining the benefits of latex foam rubber in a mattress.  The superior qualities of Talalay Latex made it pretty easy:  comfortable, natural, healthy and durable. Demonstrating the advantages of sleeping on a buoyant, breathable and baby-safe Talalay mattress was not difficult.  In 1997, convincing someone they should consider ordering a mattress on line was a different story.
We knew we had to make it risk free, so we designed our mattress to be the first personally crafted latex mattress.  Need if firmer or softer, just take out a layer and replace it with the firmness you need.  And if you can’t get it right.. get your money back!  Unheard of in those days.
Over the last 3 years, a 100 new mattress companies have realized that customers like to order from the convenience of their home.  Enter the hucksters and snake-oil sales types, which leaves you asking:
Trick or Treat?
At FloBeds we guarantee no tricks, all treats and sweet dreams.  How can you tell?  Look around the web… our customers love us.  Check out the website.  Email or call us!  We take care of our customers… we always have and always will.Family Business
After you realize we are a family business that has a 20 year online record of excellent service offering the best mattresses in the world, Talalay Latex, you know have found the bed of your dreams.

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