Sleep Number Corp: insider trades · United States · SEC (Form 4)

About Sleep Number Corp

Sleep Number Corp (ticker SNBR) is a U.S.-based company listed on the Nasdaq market in the United States and focused on premium, adjustable, connected sleep solutions. The business traces its roots back to Select Comfort and has built a niche position in smart mattresses, adjustable bases and sleep-enhancement technology. Headquartered in Minneapolis, Minnesota, Sleep Number is a recognizable American consumer brand with a long operating history in the sleep category. Its core activity centers on designing, manufacturing and selling adjustable beds, smart sleep systems, bedding accessories and proprietary technology that helps customers personalize firmness, comfort and sleep tracking. Key product families include Sleep Number 360 smart beds, SleepIQ, Climate360 and related adjustable-base and temperature-control offerings. The company’s value proposition is built around personalization, comfort, adjustability and integrated “smart” features rather than commoditized mattress sales. From a competitive standpoint, Sleep Number operates in a premium segment that sits between traditional bedding retailers and broader wellness/technology brands. Its differentiation comes from direct-to-consumer brand strength, a vertically integrated model and a national retail footprint that supports in-store demonstration and education. The company has communicated that it operates hundreds of stores across the United States, giving it a meaningful physical presence alongside online sales. That omnichannel structure is important in a category where tactile product testing, financing options and brand trust still matter. At the same time, the business remains exposed to discretionary spending patterns, promotional intensity in the mattress industry and shifts in consumer demand for higher-ticket home goods. Recent developments point to an active turnaround and portfolio reset. In 2025 and early 2026, Sleep Number announced major changes to its product lineup, including a simplified assortment and a more focused merchandising strategy aimed at improving customer relevance, margin profile and conversion. Management also underwent a reset, with a new CEO appointed in 2025 and a new CFO joining later that year, reflecting a broader effort to improve accountability, execution and cost discipline. The company also highlighted customer satisfaction awards and its role as the Official Sleep + Wellness Partner of the NFL, which supports brand awareness and consumer engagement. For investors, SNBR is best viewed as a U.S.-listed Nasdaq consumer-specialty name undergoing a strategic rebuild, with upside tied to product innovation, brand repositioning and operational improvement.