Bootstrapping an Online Mattress Brand to $168 Million: Ricky Joshi and Ron Rudzin, Co-Founders of Saatva Mattress Sramana Mitra: Are you selling your own branded mattress? All this calculation that you did about the raw materials, did it lead you to the decision to do your own branded mattress? Ricky Joshi: We were always going to create our own brand. That was part of the whole operation.