• by Sarah Mahoney  @mahoney_sarah, April 18, 2025

Sleep Number is bringing in new marketing muscle, tapping Casper Sleep’s Amber Minson as CMO as it looks to reverse sinking sales and reignite growth. She joins Linda Findley, president and CEO, who took the reins last month.

Times are tough for the entire mattress category, and the changes come as the company’s sales continue to decline. The Minneapolis-based company says Minson, who has also worked at Intuit, Blue Apron and the Home Shopping Network, will focus on reversing declines.

Minson succeeds Kevin Brown, who is departing the company. Brown had been at Sleep Number for 11 years.

“Amber’s joining Sleep Number represents a transition in our marketing strategy, emphasizing efficiency as the foundation for growth,” says Findley in the announcement. “She will help us reshape how we engage with customers in an increasingly competitive and dynamic marketplace… as we reevaluate our marketing strategies in today’s challenging market environment.”

Findley was named CEO last month and took office last week. She had been CEO of Blue Apron and, before that, Etsy’s chief operating officer.

In March, Sleep Number reported fourth-quarter sales of $377 million, a 12% drop, and a loss of $5 million.

Those declines mirror industry trends: The International Sleep Products Association reports that overall bedding sales dropped 13% in dollars and 8% in units in the third quarter of 2024, and another 8% in both dollars and units in the fourth quarter.

Among the causes: seclining consumer sentiment and pulled back discretionary spending. Fewer people moving house also cuts into sales, as does the typical replacement cycle of seven years. Many consumers bought new mattresses because of the health-and-nesting energy of the COVID era, which means they likely won’t be shopping for several more years.

“The mattress industry faced an extremely challenging demand environment throughout 2024, a trend that has persisted into the first quarter of 2025,” Sleep Number executives said in the company’s March earnings call. “U.S. mattress volumes for 2024 were estimated at 24 million units, the lowest level since 2015. Historically, low consumer sentiment and high interest rates have led to the lowest housing turnover in 30 years.”

Sleep Number has tried to fight those trends by positioning itself as a sleep wellness company. Last month, it introduced BreatheIQ, a sleep health app designed to help America’s 116 million snorers understand how the ailment may affect their sleep quality.

Tariffs aren’t likely to help. Many mattresses are imported, and even those labeled as “assembled in America” often contain lumber from Canada, for example, or latex from Malaysia. Sleep Number says about one-third of the materials used are from Mexico.