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Medium Profitability

Sueno Mattress

#Consumer Products #Manufacturing
ProHub Comment

This is a classic competitive strategy case examining profitability erosion due to channel shift and direct-to-consumer disruption. The case requires candidates to identify that Sueno's revenue growth (3%) lags volume growth (5%), indicating price compression—specifically due to increased sales mix through lower-priced mattress store channels rather than premium branded stores. Success depends on quantifying the margin impact of channel shift and developing recommendations around product mix, geographic expansion, or brand repositioning.

Estimated Time 15 minutes
Difficulty Medium
Source Chicago Booth
50 / 100
Sueno Mattress is a top 5 US mattress manufacturing company. The company has seen steady growth in recent years, but has missed profit targets the past three quarters and the stock price is slipping. Thomas Scott, the CEO, has contacted KPMG Strategy for advice on how to respond to the company’s current situation.

Clarifying Information

  1. Sueno Mattress has a varied product line, but can mostly be thought of as offering three main SKUs: Good, Better, Best.
  2. Global market = $30B growing at a CAGR of 7%
  3. Industry Value Chain: Super-luxury brands distribute their products via their own stores, while most other players rely on furniture stores and mattress stores to reach consumers.
  4. Customer Trends: In the past five years, a number of new players have entered the market with an online direct-to-consumer model, offering lower prices to consumers and driving down customer willingness to pay full prices across the industry
  5. Sueno distributes its products through three major channels: Furniture stores (i.e. Ashley Furniture, Rooms-to-Go), Mattress stores (i.e. Mattress Firm), 300 client owned Luxury stores across North America (i.e. Sueno Branded Stores)
  6. Average Sueno Mattress Sales Price: Furniture stores: $1,000; Mattress Stores: $850; Sueno Branded Stores: $1,150
  7. Global Market Segmentation: Asian market: 12% CAGR; US market: 5% CAGR; RoW markets: 8% CAGR
  8. 2016 Annual Sales Data: Mattresses Sold: 3M; Revenues: $3B
  9. 2017 Annual Sales Data: Mattresses Sold: 3.15M; Revenues: $3.09B
  10. Pricing: Sueno has not dramatically changed its own store pricing
  11. Product Mix: Has not dramatically changed over last 5 years
  12. COGS/Ops. Costs: Sueno has not seen any significant increase in product costs