About 10 years ago, after a career investing in and managing businesses in the home furnishings industry, Ron saw an opportunity to transform the way people shopped for mattresses. By adopting a then-new online business model, he could replace the confusing, exhausting environment of the traditional mattress store with 24/7 customer service and a no-pressure home trial. And by cutting out the retail middleman, Ron could offer a luxury product with white-glove delivery at a dramatically lower price. That’s how Saatva was born.