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Like many a good story, ours starts at a crossroads. Fifteen years ago, we were a family-owned mattress manufacturer with a pioneering technology for applying the mattress-in-a-box format to coil as well as conventional foam mattresses. The new process held much promise on both the retail and logistics fronts because it reduced the shipping volume of mattresses to a quarter of what could be achieved with standard packaging methods. None of the existing mattress brands, however, were willing to take a chance on such an unconventional process. After repeated rejection, we decided to launch our own brand—Keetsa—with headquarters in San Francisco.