Alpine-based Purple Innovation LLC has abandoned its mail-order roots and announced that its proprietary mattress line will now be available at a limited number of retail outlets. 

The company has selected Mattress Firm to launch the trial retail sales of its bedding products, touted as the “World’s First No Pressure Mattress,” at 13 retail locations in the Washington, D.C., area. The rollout will then be followed by locations in Austin, Texas, and Sacramento, California. These locations were chosen by Mattress Firm based on consumer research, which will also be used to pick future locations and launches.

Purple selected Mattress Firm because “they are laser focused on helping people find a bed perfectly suited to their needs,” said Sam Bernards, CEO at Purple. “That passion makes them an exciting distribution partner for us.”

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