Morght

Morght is a direct-to-consumer (D2C) company that plans and sells the NELL bedding brand, which focuses on improving sleep quality through products engineered for optimal sleep posture and turnover. The company name is a portmanteau of "Morning" and "Night," reflecting its mission to enrich people's lives from the moment they wake up until they go to sleep.

The company was founded in May 2018 by CEO Koki Doi. Inspired by Silicon Valley's startup culture during a high school trip, Doi decided to pursue entrepreneurship. He joined Branding Engineer Inc. in 2015, contributing to its growth from 5 to 80 employees before establishing Morght. Initially, Morght developed apps and provided recruitment support services, but in October 2020, it pivoted to launch its flagship D2C brand, NELL, with the "NELL Mattress."

The business operates on a D2C model, selling directly to consumers online to maintain accessible pricing for high-quality products. A key feature of its service is a 120-day free trial and a 10-year durability warranty, which helps build customer trust and reduces the risk of an online mattress purchase. The primary product, the NELL mattress, was co-developed with a long-established factory in Fukuoka, a region known for furniture manufacturing. It features a "center-hard structure" to facilitate natural body turnover during sleep, which can alleviate issues like back and shoulder pain. The mattresses use a high count of pocket coils for superior body pressure distribution. Beyond mattresses, the company is expanding its product line to other items that support a healthy lifestyle and sleep routine. Morght also operates "WENELL," one of Japan's largest sleep-focused media platforms, to provide information and build community.

Keywords: D2C, bedding, mattress, sleep science, e-commerce, pocket coil mattress, sleep quality, direct-to-consumer, wellness, home goods, furniture, sleep technology, customer trial, turnover support, sleep media