Ricky Joshi, co-founder of Saatva, a luxury mattress brand worth $400M, shares his innovative approach to disrupting the mattress industry. Instead of following the typical online model, he embraced white glove delivery and physical storefronts. Ricky discusses how he decides on new store locations and product lines, leveraging the marketing efficiency ratio for strategic growth. He also reveals how Saatva has doubled its Average Order Value while maintaining excellent customer service and why international expansion wasn't in their plans despite significant U.S. success.