lull.com
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Lull: The $33M Mattress Play That Won't Scale
A data-driven autopsy of a DTC brand stuck in the middle of a crowded market
Lull.com claims to sell 'award-winning' mattresses with a 365-night trial, but the data reveals a brand fighting for survival in a market that has moved on. With just 117 employees and $33.6M in revenue, they're a case study in DTC maturity—or stagnation.
"Lull's 52% direct traffic proves they have brand awareness, but 148K monthly visits proves they can't convert it into a real business."
The Traffic Trap
Lull's traffic profile is a DTC nightmare: 52% direct, 29% organic. That's not a growth engine—that's a brand living on borrowed time. When your direct traffic dwarfs your organic discovery, you're not scaling; you're maintaining. The 148K monthly visits number is brutal context: Casper does 10x that on a bad month. Lull's SEO is non-existent (no keyword data reported), and their backlink profile is invisible. They're a brand that launched, got some press, and then... stopped growing.
The Identity Crisis
Lull's top keywords are a masterclass in brand confusion: 'lull' (17K volume) beats 'lull mattress' (1.2K) by 14x. That means people search for the brand, not the product category. In DTC, that's a death sentence. You want customers searching 'best mattress' and finding you—not just existing customers trying to spell your URL right. Their 'lull matress' typo variant (910 monthly searches) outperforms their core product term. The audience exists, but they don't know what Lull stands for.
The tech stack tells a similar story of compromise. jQuery, Bootstrap, and Swiper in 2024? That's not a modern DTC stack—that's a 2016 startup frozen in time. They're using Tailwind and Vite, but layering legacy frameworks on top. It's a Frankenstein stack that screams 'we built it fast, then stopped iterating.' For a company with $33M in revenue, this lack of technical ambition is damning. They're not investing in the infrastructure to scale.
- 52% direct traffic: Brand awareness without acquisition engine
- 117 employees for $33.6M revenue: ~$287K per employee—efficient but stagnant
- Trustpilot 3.4/5 with only 2 reviews: Either suppressed or ignored
- Tech debt visible: jQuery + Bootstrap in a Vite world
Lull is a profitable zombie
They've built a sustainable business but lost the plot on growth. For investors, it's a harvest play. For founders, it's a cautionary tale about building a brand without building a discovery engine.
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5 keywordsHow is Lull's SEO?
Meta Tags
Discover Lull Mattresses | Lull®
Find your perfect mattress. Lull offers award-winning memory foam and hybrid options with a lifetime warranty and 365 night trial.
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Reviews (2)
Fast shipping & good quality.
This was a very pleasant purchase experience. The company was quick to respond to my order and I received the order confirmation shortly after placing the order. My item was shipped within 2 days of placing the order and arrived within the shipping window advertised on their website. I was a bit disappointed with the shipping packaging because the pillow was shipped solely in its own packaging and no outer packaging. The box arrived damaged and while the product was fine, this would have been unappealing if I had purchased this as a gift someone. For this reason, I have downgraded my rating to 4 stars. The quality of this pillow is extremely good. It is soft and fluffy with a nice smooth cotton exterior and overall exceeded my expectations. I was excited to try it out last night and was surprised at how comfortable it was. I like it so much that I may just have to purchase one for my husband! I would definitely buy from this company again and would recommend them to my friends and family.
very
The mattress is comfortable, and the frame pretty. the bedding is very nice, on the product its nice. Company communication, awful!!! Everything but the mattress shipped immediately and showed up within the 4 day mark. The mattress I got radio silence on...Since I ordered March 14th, I waited until the 18th to inquire by Chat. I got told "I am part of a small group of orders that has been delayed and we are monitoring your order closely. Thanks much and have a great day" waited another 4 days...still silence and this time called...immediately get this canned voice message about the email I have obviously received and due to Covid they are facing shipping delays. Again I get told my order is being monitored. As they are about to hang up, I push and demand further information....3-10 days and it should ship. You will be emailed with an update. 4 days later, still silence Now its the 22nd, and still silence. No email, no information outside of when I call. I call back and demand information, now its 3-15 BUSINESS days, and can they give me discount off my next order. That was disappointing. They are going to email me as soon as they have an update. March 28th, still absolute silence unless i call and inquire. I have given them more time, checked all over the website for any notice of delays and nothing. All of this product is sitting useless in my house without the mattress. I call in and now its going to be another 3-10 BUSINESS days. I asked..where is your communication? Where is your follow up, I have never received an email. On this call, I explained that they had have my mattress on my door step by April 4th, or I would be calling back and canceling my entire order. I would expect shipping for all the other products, as they are sitting in my home unusable. Mattress mystically magically shipped, and appeared on my doorstep on April 4th Disappointed and expected more
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About lull.com
Find your perfect mattress. Lull offers award-winning memory foam and hybrid options with a lifetime warranty and 365 night trial.
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Technology Stack
lull.com uses 35 technologies across their website including Vimeo, Font Awesome, Google Fonts, hCaptcha, HSTS, and more.
Video
Vimeo
Fonts
Font Awesome, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Error Tracking
Sentry
CDN
jsDelivr
Cloud & Hosting
Cloudflare
Traffic & Audience
lull.com receives approximately 148.7K monthly visitors and ranks #300,086 globally. The website has a bounce rate of 70% with visitors viewing an average of 1.8 pages per visit. Users spend an average of 1:24 on the site.
The majority of lull.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about lull.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit lull.com directly at https://lull.com.