When Saatva launched in 2010, the founders wanted to create a different kind of mattress company. “Over the prior thirty or forty years, the mattress industry had developed a terrible reputation,” says Saatva founder and CEO Ron Rudzin. With misleading marketing, overbearing salespeople, and inflated prices, buying a mattress had become a miserable experience. By adopting an innovative online business model, Rudzin and his cofounders saw how they could make luxury mattress shopping easier for everyone. They could replace the confusing, exhausting environment of the traditional mattress store with 24/7 customer service and a no-pressure home trial. “They wanted to offer the best service and the best products, and treat customers in a way that they hadn’t seen in the mattress industry in my lifetime,” Rudzin says. Consumers responded, and today Saatva is the internet’s premier luxury mattress and bedding brand. They did it by sticking to a few core principles: Sell a high quality product for a fair price, offer the absolute best customer service, and show respect for their employees, their communities, and their environment. Read on to learn more about who they are and what they stand for.