A company that makes comfortable mattresses that conveniently ship direct to consumers has disrupted the mattress industry, reports American Express OpenForum.

But, Krim adds, “we knew we had to compress the bed in order to make a viable business. If you can’t compress it, then the shipping costs become astronomical.” So the team began testing different types of foam from suppliers, brainstormed about how they would build the inner core of the mattress, and considered various materials to create the best look and feel for the bed.