There’s a whole slew of online startups in Singapore selling cheap mattresses with free returns. At last count, there’s Hipvan, Noa, Baton, Haylee, Woosa and Sonno.

By “cheap mattress”, I don’t mean those $150 slabs of styrofoam passing off as mattresses on Qoo10. These brands have a more premium positioning, and they try to provide high-end comfort (think King Koil or Sealy) at low-end prices (usually less than $1,000).