Tech Crunch reports that Helix Sleep Inc, a New York-based startup, has raised $7.35 million in Series A funding to grow its mattress business.

With 20 full-time employees today, the company sells directly to consumers online, and via its office and showroom in Manhattan’s Flatiron District.

Helix’s mission is to “deliver unprecedented comfort to people at affordable prices in the sleep category through personalization,” Tishman said.

It assesses its customers’ body type and sleeping preferences with an online or in-person questionnaire.

It then processes customers’ info using a proprietary algorithm that maps and recommends a custom construction for their mattress. Helix based its algorithm on research in biomechanics and sleep ergonomics, the cofounder noted. The mattresses are designed to ensure spinal alignment when a person is sleeping.

Materials in Helix Sleep mattresses are a mix of latex, high-grade foam and packed micro-coils that are not the type seen in a traditional, inner spring mattress.

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