I saw an ad for this on Facebook and found it to be an interesting (and smart) pivot: https://www.cocoonbysealy.com/

Sealy is taking pointers from the startups that are attempting to disrupt it (and other mattress makers) with its own mattress-in-a-box offering called Cocoon.

Some start-ups offering similar product (direct shipped, bypassing showroom expense): https://casper.com/ https://www.tuftandneedle.com/ https://www.leesa.com/