Shopping for a new mattress is a groan-worthy scenario that usually involves laying on questionably hygienic bare mattresses at Sleepy’s and being swindled into spending a thousand dollars more for that next-generation version (which is actually exactly the same as earlier ones).
“Survey after survey shows that it’s people’s least favorite thing to shop for. It’s a used car salesman situation,” says Sleep Studio founder Michael Rothbard. “We felt that in our effort to reinvent, we could make it a much more friendly, luxury environment.”
And luxurious it is. The company opened its flagship store in Soho in June, where shoppers test out beds draped in shearling blankets, while inhaling Red Flower candles infused with relaxing French lavender and picking out organic, soothing teas.
But even with the spa-like environs, it’s plain to see that Sleep Studio is not selling mattresses; it’s selling sleep.
“Our main core philosophy is to get people to think about sleep as a part of their entire day and not just something they do like a speed-bump at the end of it,” Rothbard explains.
Planning for better sleep
So, the company hired Dr. Rubin Naiman, a renowned sleep specialist and professor at Dr. Andrew Weil’s Center for Integrative Medicine, to help Sleep Studio develop its four pillars of great sleep: Awaken, Refresh, Relax, and Dream.
The idea is that addressing each of these elements will help you develop a plan for better sleep that isn’t “running at 110 miles-per-hour all day long and turning off the lights at the end of the day and then expecting to fall asleep. We think there’s a much better approach by following that natural rhythm you have,” Rothbard says.
So, Awaken may include products like yoga pants for a morning practice and soaps with energizing scents. Refresh encourages taking a 15 minute break in the afternoon to wind down and re-set, with a book or a cup of tea, for example. Relax includes lingerie and aromatherapy; dream offers sleep masks and fluffy pillows.
And as you browse all of these things, you just may also also happen to stumble upon Sleep Studio’s Bed System, which is customized to each individual buyer and promises dreamy bliss via a technology that matches each zone of your body. No doubt you’ll sleep more soundly once you get it home, even if only because you didn’t have to endure the frustration of Sleepy’s. —Lisa Elaine Held
For more information, visit www.sleepstudio.com