Matt Sleeps: Elevating customer experiences at one of Europe’s fastest-growing D2C shops

Since selling its first mattress in 2016, Matt Sleeps has become popular among European consumers with its high-quality, adjustable mattresses. In 2023, the Financial Times listed Matt Sleeps as one of Europe's five fastest-growing ecommerce companies, with its 24x revenue growth over three years.

Matt Sleeps' success is a result of the company’s digital-first approach and ability to rethink the full customer experience when buying a new mattress. With initiatives like letting customers lend their mattresses for 120 days and untraditional publicity events like the Hangover bar or their “Bed Cinema”, Matt Sleeps has always taken an innovative approach to their products. With Medusa, the time had come to push the bar for the digital parts of the customer experience.

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I didn't know anyone who enjoyed buying a mattress. The big brands were sleeping in regard to ecommerce. Matt Sleeps was born with the mission to make the process of buying a mattress a fun experience even online.

Joep Verbunt

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Founder and CEO of Matt Sleeps

A commerce framework that can push the bar

When Matt Sleeps first launched, the company used a custom-built Laravel ecommerce platform to power its online store. However, the system's performance had decayed as more products were added, and hacky workarounds within the setup made it increasingly difficult to customize. This was not sustainable for a brand that constantly wanted to push the bar for its digital commerce experiences. Together with their implementation and performance marketing partner, Webbers, they sought to find a new commerce framework that would enable them to:

1. Build a unique and localized storefront experience: As a primary showroom for their products, the storefront needed to be tailored to provide a unique experience while seamlessly supporting a multi-market setup.
2. Handle pricing complexity and ship new features fast: To maintain their growth, the team required a framework that made it easy for them to rapidly build and test new features while also being able to handle complex requirements in the product and pricing areas.
3. Create a seamless admin experience: With thousands of orders per month, Matt Sleeps needed an admin dashboard that made it easy for store operators to manage returns, track orders, review sales, handle customer reviews, and more.

While the team evaluated various composable and headless platforms, they ultimately selected Medusa. The modular and customizable architecture made it excellent for rapid feature experimentation and allowed it to support some of Matt Sleeps' more complex needs. Medusa also provides out-of-the-box multi-regional support, making it easy to use across multiple markets.

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Medusa made all the core ecommerce logic readily available and offered a great developer experience when we needed it to add custom logic to handle the more complex parts of the build.

Pepijn van Vlaanderen

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CTO at Webbers

Unique and localized storefront experience

Webbers built a responsive storefront that reflected Matt Sleeps' playful, experience-focused brand identity. They conveyed the brand and product story through videos, interactive content, and playful tools such as their product configurator. With the help of the Next.js framework, the team was able to achieve improvements of 30-50% across most of its core web vitals despite the heavy use of dynamic content.

Matt Sleeps sells products in the Netherlands, France, Germany, and Belgium, with plans to enter more markets soon. As a result, the team required a CMS to localize site content and manage media assets without developer assistance. They chose Builder.io due to its user-friendly visual editing experience. Builder.io easily connects to Medusa using product IDs to pull pricing and inventory data for product pages.

Using Medusa’s multi-region support features, Matt Sleeps has been able to set up localized payment options while translating the site content directly within Builder.io. Webbers also created a custom Admin Widget that enabled the Matt Sleeps' team to configure localized storefront URL handles and product names directly in Medusa. These handles and names were used in the storefront, order confirmation emails, invoices, and similar contexts.

Pricing complexity and new features

Medusa’s architecture allowed Webbers to build custom solutions for some areas with more complex requirements. One example of this was in the product and pricing area. Matt Sleeps offers various customization options for its mattresses and beds. For example, customers can modify a Boxspring bed's color, size, headboard, footboard, legs, and more. This allows for over 20,000 different possible product combinations. To avoid dealing with that many variants, Webbers customized the pricing configuration. Instead of creating separate variants for each combination, they added product add-ons as metadata attributes in Medusa’s Product entity. When the customer then selected different add-ons for a given bed size, the price adjustments were executed as Price Overrides based on a separate product master sheet that contains the price per add-on for each bed size.

Matt Sleeps also benefitted from Medusa's customizable architecture when implementing new custom features. For instance, the Matt Sleeps team wanted to experiment with bundled discount offerings; e.g., purchasing a mattress and a bed of the same size would result in a discount. For this, Webbers was able to define the bundle logic directly within Medusa by extending the ProductVariant entity to include bundle information. They then extended the Copy to clipboarddiscountService to take the bundle discounts into account. Having all pricing logic controlled directly within Medusa made it both faster to implement and simpler for Webbers to maintain and evolve.

Tailored admin dashboard

For daily store operations, Matt Sleeps used Medusa's Admin dashboard. The team again leveraged Medusa's extensibility to create custom admin extensions using Medusa Widgets, UI Routes, and Medusa's UI components. Some examples include:

• Sales analytics provide the team with a quick overview of essential sales metrics, such as total sales, orders, top-selling products, returning customers, and more. See more in the video below with anonymized data.
• The customer review page is used to manage customers’ product reviews. Store operators can handle reviews and add them to the product pages for each locale shop when appropriate.
• Custom return Overview provides a view of all customer returns related to the company’s 120-days full satisfaction or return guarantee. The dashboard makes it easy to review return statuses, respond to return inquiries, coordinate pick-ups, and more.
• Extended order detail pages provide the team with custom functionality, such as generating order invoices and viewing the status of some order items that are handled by third-party suppliers. For example, Matt Sleeps uses a third-party provider for the fulfillment of some of their bed frames. Through an API connection with the supplier, the store operator can verify whether the product has been delivered to the customer.

For Matt Sleeps, Medusa’s extensibility allowed them to elevate the user experience of their store while building an admin solution tailored to the needs of their store operators. For Webbers, an experienced Medusa Expert partner, the case served as another proof point of how powerful a toolbox Medusa provides when building tailored client solutions.

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For Matt Sleeps, chosing a stable tech foundation for future scalability was important. Medusa once again proved to be a solution that provided the flexibility our client needed and the right architecture to make customizations straightforward for us to implement.

Pepijn van Vlaanderen

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CTO at Webbers