Tom Metz, vice president of product development for Verlo Mattress demonstrates the Verlo-to-Go product. It's ready to sleep on right after unboxing but will come to full height in 24 hours. (Michael Sears/Milwaukee Journal Sentinel/TNS)
MILWAUKEE: Some Internet-based startups are waking up the sleepy world of bedding – and putting yet another sector of store-based retailing, one that thought it was immune from online sellers, at risk.
They're doing it by innovating in a way few might have imagined: They discovered that mattresses could be sold online and shipped directly to consumers by squishing them into boxes not much bigger than a three-drawer file cabinet.
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