Purple, the direct-to-consumer mattress brand, has racked up more than 1.5 billion views for its online videos in the past three years.

Joe Megibow, the Alpine, Utah-based firm’s chief executive, believes this figure represents a “media company-type” level of digital engagement, even as the content involves a product slate that is limited to mattresses, pillows, bedding, and so on.

“These are advertisements for mattresses and ancillary products. And there are one-and-a-half billion views of these videos,” he told an audience at CommerceNext 2019, a retail-focused conference held in New York.

“It’s really pretty remarkable.”

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Joe Megibow, CEO, Purple

Although the hyper-elastic polymer that is essential to Purple’s mattresses dates back to the mid-1990s, Tony and Terry Pearce – the brothers who created this stretchy innovation – only launched the Purple brand in 2015 via a crowdfunding appeal.