Los Angeles Times

Waking up a sleepy California mattress company

Shaun Pennington, 39, is president of Diamond Mattress, his family's 80-year-old company, which is facing major disruption in a traditionally sleepy industry. In the past decade, technology to flatten full-size mattresses like pancakes for easier shipping has revolutionized the landscape, giving way to start-ups such as Casper, Purple and Nectar. Those online newcomers are gnawing at other players' market shares, thanks in part to aggressive advertising that follows you around the internet. Legacy firms such as Diamond are left figuring out

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