In a market fraught with gimmicks, hazy marketing tactics, and high mark-up, Indianapolis-based Comfort Option believes there is a better way.
No strangers to the industry, Comfort Option is the brainchild of Nathan Elliott, a third-generation owner and operator of Foamcraft, Inc. Foamcraft was founded by Nathan’s grandfather in the Fountain Square neighborhood of Indianapolis in 1952, and later headquartered on Bonna Ave. in Irvington for over 55 years. Under the guidance of Nathan’s father, Robert Elliott, they’ve gone on to become one of the largest foam fabricators in the United States, with five plants around the state of Indiana and over 350 employees. Since their inception, Foamcraft has manufactured for some of the largest bedding brands in the business.
“We’ve had a lot of exposure to issues that are prevalent in the mattress industry,” says Elliott. “Cheap products sold for astronomical prices, unnecessary overhead, and storefronts everywhere. The new online bed-in-a-box movement has made things a little easier for consumers, but it hasn’t done much in terms of value. Virtually none of these companies make their own products, and now they’re spending a fortune to out-market each other – we’re talking up to $400 in marketing costs to sell you a $1000 mattress. It doesn’t bode well for the actual product people are getting. We want to solve problems for consumers and, being manufacturers, we feel that we have the means to offer a real solution.”
What began as an idea took shape over several years and Comfort Option was launched in May of 2017. Their premise is simple: quality mattresses, customized with a blend of materials that are best suited for each individual customer, and sold directly from their factory to consumers through a purposefully lightweight business model. With prices averaging 50-70% less than their direct competitors and services such as free white glove delivery and free mattress recycling included with each purchase, Comfort Option has been making a splash in the Indianapolis market since their launch.
“People love what we’re doing, whether it’s the customized comfort and value we provide, the personal touch we’re able to bring, or both,” says Elliott. “We’ve gotten a great response, and we’re excited to continue spreading the word and serving as a resource for the Indianapolis community for years to come.”
To learn more about Comfort Option, visit them online at www.comfortoption.com and take their quick, 6-question Comfort Test to begin the mattress customization process. You can also visit them at the showroom attached to their headquarters and manufacturing facility off of I-70 and Mount Comfort Road or at their satellite showroom near Fort Benjamin Harrison.