The family behind Mattress Crafters
Mattress Crafters was started by the Pierotti family, who have run a small mattress and furniture store in Griffith, in country New South Wales, since 1963. When the market moved online we watched the big online brands price mattresses for the marketing budget behind them, not the build inside them, and we decided to do the opposite.
90 percent product and 10 percent marketing
The online mattress brands run on roughly the reverse. A great ad can sell an average bed once. A great bed sells itself every night for fifteen years and brings the neighbour in, which is why we put the money into the layers and let the reviews do the talking.
Orders have grown about tenfold in the last three months, and the reviews that came with them are why.
Three generations in the making
Frank Pierotti, who left Tuscany after the war and worked his way across Australia, settles in Griffith with his Scottish wife and opens Caesars, a small furniture and bedding store with the family name above the door.
Frank learns what Australian sleepers actually need from a bed in a climate that swings from thirty degree nights to frosts, and passes it to his son Paul, who grows up in the store.
The big online brands arrive, priced for their marketing, and the family sees the gap: the same knowledge, sold direct, with the money in the mattress.
Mattress Crafters opens online, run by Paul from a single warehouse in Melbourne, shipping to every Australian address.
Orders grow about tenfold in three months on the back of the reviews, and the family store in Griffith is still open.
The two ways to sell a mattress online
The big online brands
Mattress Crafters
The people you are buying from
A small team, which is the point. Nobody here is on commission.
Paul Pierotti
Owner
Grew up in the family store in Griffith and runs the Melbourne warehouse.
Bianca
Customer care and orders
Answers the phone and the emails.
Where our mattresses have gone
Every dot is a postcode we have delivered to. {orders} orders across every state, plotted from our delivery records with no names attached.
What customers say
"Best mattress on the market for the price. Feels like a high end hotel mattress. We bought 1 for our spare bed and loved it so much we bought another for our bed."
Boutique Deluxe Mattress
"Mattress is a great new addition to our guest room. So comfortable, and yep I've tried it out."
Boutique Deluxe Plus Mattress
"It's a firm mattress as advertised, very heavy and strong built."
Boutique Extra Firm Mattress
"This mattress is so comfy, I can't believe we got such a good deal."
Boutique Mattress
"Love this mattress! Great price, free and quick delivery and quality product."
Grandeur Mattress
"My neck and back have never felt better after a nights sleep. Got the firm and it feels firm in support yet soft on top without sinking."
Therapedic Chiro Luxe Mattress
Sleep on it for 120 nights
Pick a mattress, sleep on it for up to 120 nights, and if it is not right you get the mattress price back.
See the range