No matter what city you live in or even how old you are, I’d bet anyone could tell me about their local mattress company. It’s always having a sale, its ad jingle comes on the radio at least once an hour and it doesn’t take more than a frame or two for you to recognize its familiar TV commercial.

It seemed to be the sleepy, stable industry – unchanging, unaffected by technology, consistent in its sales model, dependent on consumer needs. And yet, just as folks are swaying from Target to Jet, Safeway to Amazon, their optometrist to Warby Parker, in the past couple years, companies have started to take the mattress industry by the horns to offer consumers an instant gratification option.

Tuft & Needle was founded in 2012 after its founder and his new wife ventured out to make their first big purchase together: a $3,300 mattress that wasn’t comfortable, and wasn’t returnable. Casper was founded in 2013, and went live on April 22, 2014, cutting out overhead and salespeople, selling mattresses directly to consumers. Leesa also launched in 2014 to help people sleep better. Lull came in 2015. So did Loom and Leaf. And the list goes on.

What these new companies seem to have in common:

  • Easy, compact delivery – these mattresses are delivered to your doorstep in a compact box that you can lift yourself. No need for Sears to send two men and a truck – this is DIY!
  • Free shipping – though I’d argue free shipping is so regularly offered, it’s a must-have for any company relying on delivery.
  • Low price – this is where these “mattress-in-a-box” companies are killing the competition. They start at $500, which is far below most you would find on a mattress showroom floor.
  • Social good – these companies have an eye on the altruistic millennial and they give back; Leesa donates a mattress for every 10 sold.
  • Material options – whether it’s plant-based foam, organic cotton, a hybrid latex/memory foam, these companies know that personalization is key for the new millennial consumer.
  • Flexibility – you can keep the mattress for an insanely long trial period, and return it hassle-free if you’re unhappy with it at the end. But really, who’s going to try to pack that California King back into that little box?
  • Review-reliance – because these sales are made online usually without the option to test the mattress in-person, consumer reviews are so important. You need 4-5 star ratings to convince that next customer, and those 4-5 stars are more compelling than any in-store salesman could be.

When an industry is old, slow, sleepy and comfortable – don’t consider it stable. It might just mean that the pain points have yet to be solved. And in the case of the mattress industry, it just needed the democracy of technology, a focus on customer services and a refreshed sales model to turn it on its head.