A "restful buying experience."
Few American consumers would ever think to describe mattress shopping this way. In fact, if you have been mattress shopping recently, restful is probably the last word that comes to mind.
"This is one of the sleaziest industries in the world," says business owner Ethan Rietema. "Customers are treated so poorly. Stores beat you up, trying to get as much money as they can, but they couldn't care less if you get the right bed."
Rietema and Steve Van Diest, both former campus ministers, are bringing rest—and integrity—back to a business largely devoid of it.
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