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Mattress Firm finally joins the bed-in-a-box movement

Mattress Firm finally caved. After bucking the $1.5 billion bed-in-a-box movement and even disparaging the industry as just “hype,” the Houston company will jump into the hot category on Friday. Mattress Firm’s bed-in-a-box brand is called Tulo. With Tulo, Mattress Firm is taking aim at Casper, the 800-pound gorilla in the space that’s backed by Hollywood celebrities including Leonardo DiCaprio and Tobey Maguire. A Tulo queen costs $650, compared with Casper’s $950 queen. Mattress Firm is matching Casper’s 120-day trial and free delivery offer. Tulo is the only Mattress Firm bed with guaranteed free, two-day delivery, which represents a $70 savings. But unlike Casper’s one- mattress-fits-all offerings, Tulo beds come in ...