Goat Farm-based Loblolly creates a mattress for millennials

Some idealistic entrepreneurs have launched Georgia’s first bed-in-a-box company
Loblolly mattresses
As any good Georgian knows, loblolly is a type of pine tree found in the Southern U.S.

Photograph by Matt Weaver

Apparently millennials want their mattresses like they want everything else—locally made, available online, and recyclable. Which is why, in just a few months, a new mattress company based at the Goat Farm has a popular Instagram account and a blog about “dreamers” (aka, other makers). Loblolly produces a memory foam–type product full of  “sleepy goodness.” It arrives in a compact cardboard box, which you slice open with a letter opener–like tool. The 11-inch-thick mattress doesn’t require a box spring. And Loblolly is so confident in its product that it offers a 100-night, risk-free warranty. Yes, if you’re not satisfied, the company will pick up the mattress and donate or recycle it. Prices start at $500 for a twin and include free pillows and shipping. Loblolly has staged pop-up tests at popular Airbnbs like Peter Bahouth’s treehouse and has a demo at Citizen Supply artisan marketplace.

This article originally appeared in the Summer 2016 issue of Atlanta Magazine’s HOME.