Sustainable Luxury Mattresses: How Williams Co. is Redefining Sleep

This Shop Talk episode highlights Williams Co., a mattress company prioritizing both luxury and sustainability. Their mattresses are made with natural fibers and utilize a unique replaceable layer system, promoting longevity and reducing waste.

Transcript

Kathryn Greene

Hi, this is Kathryn Greene. I’m here today with Alexa and Billy of Williams Co. Mattress. Tell us about what you have going on and what’s new.

Alexa Williams

So, we come from a family of retailers, and we’ve essentially created some products over time that have been very popular in our area, which are very focused on natural fibers and sustainability. So we’ve opened them up for wholesale. We’re using organic and natural fibers and creating a system where you can replace layers over time.

Kathryn Greene

That’s fantastic. So, what inspired you to found Williams Co.?

Alexa Williams

Over time, we’ve seen consumers come in and ask very specific questions. As we changed our products to meet those expectations, we realized that an area in the industry wasn’t being met. So, taking the questions, we want something sustainable, we want something natural, but we want it to feel like a luxury good. And so we’ve bridged those together, and it’s really been phenomenal.

Kathryn Greene

Billy, you’re a veteran of the bedding industry. You’ve seen a lot, you know. What is your best business advice that you would share with retailers or someone in the industry?

Billy Williams

In today’s market, with the mergers that are coming, I think the most important thing is differentiation. Retailers being able to be different and product service differentiation is going to be critical in the future.

Kathryn Greene

Your products are quite different. So, with this emphasis on craftsmanship and sustainability, how do you convey that message to your consumers?

Alexa Williams

When someone comes in the door, we’re telling our story and presenting a product that tells the story. So, with the zippable mattress, people are actually able to see exactly what we’re doing. We’re very, very candid. So the sustainability is not only in the way that we’re sourcing the fibers, but also if something changes over time, which eventually after ten or twelve years, it will, you can just replace that.

Alexa Williams

Also, by using higher-quality raw materials, you’ll get a much longer comfort life out of the product. So you’re not throwing a mattress away every 4 to 5 years—you’re getting 12 to 15 years out of it.

Kathryn Greene

Sustainability is such a hot topic these days. How do you differentiate yourself in the marketplace?

Billy Williams

Yeah, I think sustainability is broad. Consumers are coming in today, and they want to know if materials are natural or safe. I also think, though, that sustainability has to do with the longevity of the product. If I can keep a product and replace a layer that makes the product more sustainable, it makes my investment more sustainable.

Billy Williams

It just adds value to the transaction.

Kathryn Greene

Thank you so much for joining us on Shop Talk.

Watch more of our Shop Talk series: Shop Talk With Molecule: Partner Strategy – How They’re Helping Retailers Win.