Online mattress start-up Nectar is seeing faster sales growth offline. Its CEO is not surprised

Resident, which owns the Nectar brand of online mattresses, was put off when it first tried to strike a deal with a brick-and-mortar retailer. But the e-commerce start-up and furniture retailer ultimately realized they needed each other for success, maybe even for survival. It illustrates a retail strategy an increasing number of companies in the industry are adopting.