Purple Revenue Growth Strategy

11 The mattress industry has moved slowly on innovation, and the innovations launched all bring trade-offs A brief history of mattress category technology innovation purple Pocket coils (1950s) Waterbeds (1970s) Adjustable foundations (1980s) Memory foam (1990s) Adjustable mattresses + Comfort Less motion transfer Comfort Thermal management Adjustability Comfort Less motion transfer (1990s) Adjustability Durability Support Support Reliability Legislation Innovation excludes the mattress Thermal management Unresponsiveness Moves between trade-offs Improvements to date come with significant trade-offs Note: dates indicate when different technologies achieved market traction

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